A

RESEARCH REPORT

On

“EFFECT OF BRAND IMAGE ON BRAND LOYALTY AND THE ROLE OF

CUSTOMER PERCEPTION ON PATANJALI AYURVEDA ”

In Partial Fulfilment of the Requirements for the Award of B.COM

HONOURS degree
By
Student Name: Yash Raj Tripathi
Roll No : 160243100
B.com Honours 2016-19
Under the guidance of
Dr. Richa Pandey

School of Business Studies

Sharda University
Plot no: 32,34 , Knowledge Park 3, Greater Noida – 201306

CONTENTS
1
S.NO. TOPIC PAGE
NO.

1 STUDENT DECLARATION 4

2 ACKNOWLEDGEMENT 5

3 ABSTRACT 6

4 CHAPTER I: INTRODUCTION 7

1.1 OBJECTIVES OF STUDY

1.2 DEFINITIONS OF TERMS
1.2.1 BRAND IMAGE
1.2.2 BRAND LOYALTY
1.2.3 CONSUMER PERCEPTION

5 CHAPTER II: LITERATURE REVIEW 11

2.1 HYPOTHESIS FORMATION

2.1.1 BRAND IMAGE AND BRAND
LOYALTY
2.1.2 BRAND IMAGE AND CONSUMER
PERCEPTION
2.1.3 CONSUMER PERCEPTION AND
BRAND
LOYALTY
2.1.4 GENDER AND LOYALTY
INTENTIONS
2.1.5 GENDER AND CONSUMER
PERCEPTION
2.1.6 GENDER AND BRAND IMAGE
2.1.7 BRAND IMAGE, CONSUMER
PERCEPTION AND LOYALTY
INTENTIONS
RESEARCH FINDINGS

COMPANY PROFILE

3.1 PATANJALI YOGPEETH

3.2 HERBAL PRODUCTS IN PATANJALI
YOGPEETH
3.3 MARKETING AND NETWORK OF
PATANJALI YOGPEETH

2
 3.4 PRODUCT: INTRODUCING THE VALUE
DISCIPLINE
3.5 COMPLETE PACKAGE FOR VARIOUS
DISEASES
3.6 PRICING STRATEGY
3.7. PROMOTIONAL STRATEGY
6 CHAPTER III: RESEARCH METHODOLOGY 31

SCOPE OF THE STUDY

7 CHAPTER IV: ANALYSIS 32

8 CHAPTER V: 37
(a) Findings ………………………………………..….
…....
(b) Suggestions ……………………………………….
……
(c) Limitations ………………………………….….….
……
(d) Conclusions …………………………..…………….
…..

9 APPENDIX A: ONLINE SURVEY QUESTIONNAIRE 41

3
 STUDENT’S DECLARATION

I hereby declare that research report entitled “effect of brand image on brand loyalty and the
role of customer perception on Patanjali ayurveda”, submitted for the partial fulfillment of the
requirements for the award of Bachelor of Business Administration is the outcome of
original study undertaken by me and the has not formed the basis for the award of any
degree, diploma or any other similar title.

Date: (YASH RAJ TRIPATHI)

Place:

4
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Patanjali Ayurveda
Ltd. We take the opportunity to express our gratitude to all of them who in some or the other
way helped us to accomplish this project. The study cannot be completed without your
guidance, assistance, inspiration and co-operation.

We owe our gratitude to respondents of the survey, without their help we would have been
unable to complete our project. These people have really been kind enough to help us by
filling the questionnaire.

We would also like to thank with a deep sense of gratitude to Dr. Vinay Chauhan to shape
our understanding towards the project. It was because of his immense help and support that
this project has been duly completed.

However, we accept the sole responsibility for any possible error and would be extremely
grateful to the readers of this project if they bring such mistakes to our notice.

5
 ABSTRACT

The purpose of this study was to check the effect of brand image on brand loyalty and the
role of customer perception in it. Quantitative study was conducted in Ghaziabad. Sample of
70 local people from different regions were selected and surveyed through questionnaires.
Finding reveals that positive and significant relation exists between Brand Image and Brand
loyalty and Customer perception also has a positive moderating effect on this relation. The
sample size was too short. This study can be replicated with a large sample size in similar
sector or context. The impact of marketing communications and consumers’ knowledge on
brand loyalty can also be studied to enhance the study. Organizations ought to pay special
attention to the building of brand image, achieving customer satisfaction. And through this
they would also be successful in achieving brand loyalty.

The study was carried on to observe the brand image of products of Patanjali Yogpeeth in
Ghaziabad. Nowadays there is witnessed a heavy change in the FMCG sector, people are
getting more inclined towards the ayurvedic and herbal products as well as they are more
cautious towards their health issues. More of yoga and consumption of herbal product is
creating revolution in the society. It was found that in small cities people have heavy faith on
Patanjali products as a medicine.

The different books and magazines are also published of Patanjali Yogpeeth which are
concentrating on the health of the people as well as different aasanas and pranayama are
more effective as well as popular within the people all over the places in country.

6
CHAPTER 1: INTRODUCTION

Given a much broader array of product choices offered in the current market and ubiquitous
marketing efforts, consumers often turn to a favorite brand to facilitate their purchase
decisions. A brand includes a name, symbol, design, or experience that help consumers
identify products, services, or differentiate offerings among competitors. Brand identity,
which is a group of associations developed by firms, communicates with consumers what a
brand provides

Academic literature clearly addressed the importance of building a strong emotional

relationship between consumers and brands. According to Keller‘s (2001) more recent
conceptual framework, consumers‘ positive brand feelings lead to favorable responses
towards a brand, such as attitudinal attachment and behavioral loyalty. Similarly, recent
literature on branding has argued that an emotional brand experience is important to foster
brand loyalty and purchase Nowak, has illustrated the importance of building deep emotional
connections with consumers to augment brand loyalty.

1.1. OBJECTIVES OF
STUDY

To analyze consumer perception about Patanjali as a brand and its products.

1.2. DEFINITIONS OF TERMS

The following definitions are the major terms investigated in the present study.

1.2.1. BRAND IMAGE: Akaah, (1988) conclude that consumers are more likely to
purchase well-known brand products with positive brand image as a way to lower
purchase risks. This argument is also supported by Rao and Monroe, (1988) that a
brand with a more positive image does have the effect of lowering consumers’
product perception risks and increasing positive feedback from consumers. Therefore,
consumers generally believe they can make a satisfying purchase by choosing well-
known brands and also lower any purchase risks by doing so. How much is a brand
worth? How does a brand represent the product? Keller, (1993) defines a brand image

7
as an association or perception consumers make based on their memory toward a
product. Thus, brand image does not exist in the technology, features or the actual
product itself, but is something brought out by promotions, advertisements, or users.

Thakor et al. (1997) said that through brand image, consumers are able to recognize a
product, evaluate the quality, lower purchase risks, and obtain certain experience and
satisfaction out of product differentiation. When it comes to experiential product
evaluation, a positive brand image may make up for an inferior image of the origin
country and raise the possibility of the product being selected. According to Grewal
et al. (1998) the better a brand image is, the more recognition consumers give to its
product quality. Consumers are usually limited in regards to the amount of time and
product knowledge to make an informed purchase decision when facing similar
products to choose from. As a result, brand image is often used as an extrinsic cue to
make a purchase decision.

Kotler, (2000) contends that brand is a name, term, symbol, design or all the above,
and is used to distinguish one’s products and services from competitors. For example,
Nike adopts a check mark as its brand image, which creates a positive effect
indicating approval. According to Kotler, (2000) image is the way that public
perceives the company or its product. Image is affected by many factors beyond the
company’s control. The consumer develops a set of brand beliefs about where each
brand stands on each attribute. The set of or its product. Image is affected by many
factors beyond the company’s control. The consumer develops a set of brand beliefs
about where each brand stands on each attribute. The set of beliefs about a brand
make up brand image. The consumer’s brand image will vary with his or her
experiences as filtered by the effects of selective perception, selective distortion and
selective retention.

Romaniuk, (2003) studied the relationship between association of a brand with

different types of image attributes and subsequent purchase of the brand. The image
attributes incorporated were based on the product categories, situations and benefits
offered. While mention of the brand for an image attribute was positively related to
future purchase, this relationship did not vary between attributes once brand and

8
 attribute size was taken into account. However, a positive relationship was found
between the number of attributes associated with the brand and future purchase.

1.2.2. BRAND LOYALTY: The most elaborate conceptual definition of brand loyalty was
presented by Jacoby et al. (1978). We will use and discuss this definition, because it
covers the most important aspects of brand loyalty, & since it enjoys widespread
support in the marketing literature, either in its original form or in slightly modified
versions (Wilkie, 1990). Jacoby et al. (1978) defined brand loyalty, according to this
definition, brand loyalty is: “The (a) biased, (b) behavioral response, (c) expressed
over time, (d) by some decision making unit, (e) with respect to one or more
alternative brands out of set of such brand, and (f) is a function of psychological
process.

Rethinking Brands from the Customer “Point of View”: According to Jim, (2003)
many of the less successful experience brands are not meeting the challenge of a
largely time-starved audience. Our research confirms that in most societies today,
time has become more desired than money. Increasingly, people value experiences
more than things. Consumers are really looking for ways to make the most of
everyday “lived” experiences. So marketers need to constantly ask themselves, is our
brand part of the problem or part of the solution? A brand’s role in becoming a
solution for its audience can make it stand out for customers. In that sense, the
meaning of brand is its use. Profitable customers are born when a powerful brand
promise is fulfilled by a brand experience that exceeds expectations.

1.2.3. BRAND PERCEPTION: Perception is a process by which individuals organize and

interpret their sensory impressions to give meaning to their environment (Robbins &
Judge, 2013). In marketing, perceptions are more important than reality because
perceptions affect consumers‟ actual behaviour (Kotler, Keller, Koshy, & Jha, 2014).
Information processing model have four major steps or stages. It starts with exposure
followed by attention, interpretation and lastly retention. The first three of these
establish perception. All this takes place inside the mind or black box of the
consumers simultaneously, and it changes from person to person. Perception is highly
subjective and therefore easily distorted. Moreover, perception is the meaning that an

9
individual attributes to the incoming stimuli that gathered through the five senses that
are taste, smell, touch, hearing and sight. According to Kurtz and Boone, (2006)
different people have different perceptions of objects or events based on the
interactions of two types of factors that are stimulus factors and individual factors.

10
CHAPTER II: LITERATURE REVIEW

BRAND IMAGE AND BRAND LOYALTY

Keller‘s (1993, 2001) conceptual research suggested a strong connection between a

positive brand image and brand loyalty. Keller (1993) explained that consumers’
repeated buying behavior represents brand loyalty, which reflects a favorable attitude
towards a brand. Esch et al.‘s (2006) empirical research supported Keller‘s
proposition by showing a statistically significant effect of positive brand image on
current/future purchases. Thus, the present research posits:

. Brand image will not be positively associated with brand loyalty.

Co
mm
itte
d
Buy
Likes the
er Brand,
Considers it a
Friend
Satisfied Buyer with Switching
Costs

Satisfied/Habitual buyer
No Reason to Change

Switchers/Price sensitive No Brand Loyalty

Fig
ure 1.1 The Brand Loyalty Pyramid (Aaker, 1991, p. 40)

11
2.1.2. BRAND IMAGE AND CONSUMER PERCEPTION

. Brand image will not be positively associated with consumer perception.

consumer perception towards

brand image
patanjali

Figure Conceptual framework

2.1.3. CONSUMER PERCEPTION AND BRAND LOYALTY

Humans unlike machines can have the ability to Perceive. It is a feeling which is
based on the conclusion formed with the given information around and the mindset of
the consumer which is responsible of processing the information. Perception gives
humans the right to make important decisions or can reflect their important decisions.
It all leads to the most important decision of purchasing. Purchasing means to invest
in a brand, for making it a greater brand.

Underlying research will focus on concluding the fact that how much is the impact of
brand perception on brand awareness and brand loyalty of these brands. Several
conclusions can be drawn if consumer perception plays any role and there is a relation
among the consumer perception, brand awareness and brand loyalty of these brands.
The project is intended to fulfill the needs of marketing research which is quite
important for present marketing trend. Total sales turnover of the brand depends on
the consumer purchase decision. If the consumers perceive positive about the brand, it
means he carriers more loyalty and will remain potential customer, until he keeps on
getting the right value for his money. Thus, it posits:

. Consumer perception will not be positively associated with Brand loyalty.

12
2.1.4. GENDER AND LOYALTY INTENTIONS

Customer loyalty has been the object of intense interest in both the business and
academic worlds (Oliver 1999; Reichheld 2001). At the same time, academic research
has discovered important differences in cognitive processes and behavior of male and
female consumers (Fisher and Dubé 2005; Meyers-Levy 1988, 1989; Meyers-Levy
and Maheswaran 1991; Meyers-Levy and Sternthal 1991). These differences are
reflected in the widespread use of gender as a segmentation variable in marketing
practice. Despite the importance of customer loyalty on the one hand, and gender
differences on the other hand, little is known about the existence and nature of gender
differences in customer loyalty. This is surprising because if male and female
loyalties differ, men and women might require a different selling approach, has
different levels of customer value, and may respond differently to loyalty programs
and other actions aimed at enhancing customer loyalty. Common stereotypes, perhaps
based on widely publicized findings showing that males exhibit lower levels of
loyalty than females (e.g., Blumstein and Schwartz 1983), suggest that females are
more loyal customers than males. Thus, it posits:

. Gender will not be positively associated with loyalty intentions.

2.1.5. GENDER AND CONSUMER PERCEPTION

Self-congruency theorists suggest that consumers tend to purchase products and

brands consistent with their self-images (Rosenburg, 1979). Perhaps the most
important and central part of self-image is one’s gender identity (Kates, 2002), and
this gender-self generates strong congruency effects with regard to one’s brand
perceptions and choices (Sirgy, 1982/1986). The gender-self is solicited across a wide
variety of marketing practices. Marketers not only use sex as an important
segmentation variable but also develop implicit meanings by factoring gender-related
cues into a brand. Furthermore, consumers’ gender identity and sexual orientation
have been used to target consumers in emerging gender-market segmentations such as
“Metrosexual:” males who are heterosexual, hip, concerned with their appearance,
and in touch with their feminine side. However, the marketing literature is replete

13
with studies that only report biological sex and treat this as the sole determinant of
gender-related behavior. Gender is often used interchangeably with sex because such
a dichotomous variable provides a comfort zone for researchers when measuring and
interpreting the consumerist implications of gender. This approach overlooks the
important differences between sex and gender and leads to biased research and
distorted representations of complex gender-related marketing phenomena
(Hirchman, 1993). Since the 1960s some researchers have begun to investigate how
gender identity (which includes a combination of sex, psychological gender, and
gender attitudes) would contribute to a consumer’s product- and brand-consumption
(Gould and Stern, 1989). However, research results have been mixed. For example,
individuals with a higher masculine-gender identity exhibit stronger information
processing (Kempf, Palan, and Laczniak, 1997), while individuals with a higher
feminine-gender identity develop more positive attitudes toward and get more
personally engaged with products and brands (Gainer, 1993). As such, a critical
question becomes whether or not gender identity can consistently predict any of the
many facets of consumer-based brand equity. It has been suggested that consumer
involvement may be an important link between gender and consumer perception
(Fischer and Arnold, 1994), so this study addresses the research gap between gender
identity and brand loyalty through the lens of a consumer’s level of product
involvement. Thus, it posits:

. Gender will not be positively associated with consumer perception.

2.1.6. GENDER AND BRAND IMAGE

The perception of consumers towards a certain brand can cover a variety of measures,
including attitude towards a brand (Monga & John, 2007); attitude towards an
advertisement or communication of the brand ( Shen & Chen, 2006); perceived
quality of the brand (Keller & Lehmann,2006); memorability (Volckner & Sattler,
2007); brand value or equity (Buchanan et. al. 1999); brand image (Lee & Labroo,
2004; Essoussi & Merunka, 2007); brand personality (Aaker, 1997); purchase
intentions (Lee & Labroo, 2004) and choice (Shiv et. al., 1997). Brand image is the

14
first word or image that comes to mind when a certain brand is mentioned. It is fragile
and can be altered by new information or damaged by media commentators
(O’Shaughnessy, 2003). Brand image is the representation of the brand in the mind of
the consumer. In western cultures, brand image can be like a human being with
unique characteristics. In collectivistic culture like Malaysia, it can be quality and the
representation of trust in a firm. Consumers will attribute to the brand characteristics
that fit their own mental maps and from there develop a brand image (De Mooij,
2005). Thus, it posits:

. Gender will not be positively associated with brand image.

2.1.7. BRAND IMAGE, CONSUMER PERCEPTION AND LOYALTY

INTENTIONS

The ever changing marketing scenario and 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 highly satisfied and that is how the company achieves
loyalty of the customer towards the products. Thus, it posits:

There will not be positive relationship between brand image, consumer perception
and loyalty intentions.

15
RESEARCH FINDINGS

Various studies were consulted for collecting data. A study on Patanjali is also available of
consumer perception toward the brand. These studies include:

1. A study of consumer perception of herbal products in Bhopal: International

Journal of Management Studies ISSN (Print) 2249-0302 ISSN (Online)2231-2528

AUTHORS: Md. Irshad Ali, Research Scholar, FPM, Indian Institute of Forest
Management, India and Manmohan Yadav, Professor, Indian Institute of Forest
Management, India

The Indian herbal market is flooded with numerous well-known and recognised herbal
brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide
unadulterated ayurvedic products to the people and for generating gainful employment for
the vulnerable and downtrodden section of the society. The study is to examine existing state
of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters
like benefits/attributes consumer acquaintances with herbal products, awareness, preferential,
source of knowledge, usage and attitude related to herbal products.

The research design consisted of an exploratory phase followed by a descriptive cross-

sectional, close-ended questionnaire-based survey in Bhopal. As the study has been
conducted in a Hindi belt, the questionnaire was kept bilingual; Hindi and English. Sampling
was done on the basis of two criteria; 1) such regions were selected where almost major
herbal brands are available and 2) Respondents have used at-least one of the herbal brands.

Only 23 percent consumers responded to have used Vindhya herbal. Those who have used
Vindhya herbal have preference it, if available in a nearby store. Most of the respondents
mentioned that herbal products are prepared from the natural ingredient, as a result faced no
side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a
daily basis. Doctors, family members and mass media were reliable sources and the
respondents trust on their recommendations for buying fresh herbal products. Desirability for
further information was high among consumers related to herbal products.

16
The concept “brand image” has drawn significant attention from academics and practitioners
since it was put forward, because it played an important role in marketing activities.
Although brand image was recognized as the driving force of brand asset and brand
performance, few studies have elaborated on the relationship between brand image and brand
equity. Based on the brand image theories, this study reviewed extant studies about the
impact of brand image on consumer from perspective of customer equity. It also presented
the shortcomings of current research and pointed out the trends for future study.

COMPANY PROFILE

3.1. PATANJALI YOGPEETH

Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in India.

Named after the Ancient Yog Guru Patanjali, the Institute is Ramdev's flagship project & has
been set up for treatment, research & development in Yoga and Ayurveda, as well as the
manufacturing of ayurvedic medicines.

It is a center of Yoga and Ayurveda activities in India built on the name of Maharishi
Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of
Swami Ramdev Ji Maharaj who has revived Yoga and spreading it all over the world.
Patanjali Yog peeth is open to everybody. Located on the Haridwar-Delhi highway at
Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatment for all and has residential
accommodation.

At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev met

philanthropist Archarya Balkrishan. With the help of Balkrishan, Baba Ramdev has
established Divya Yog Mandir in 1995. Archarya Karamveer was also one of the pillars
of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and Baba Ramdev have
galvanized the world into turning ardent practitioners of Yoga. Baba Ramdev and trust run
spearhead, all his activities which include Yoga camps, manufacturing ayurvedic medicine
and treatment of patients with help of Yoga and Pranayama. Baba Ramdev TV programmes
and Yoga camps have proved to be immensely popular. Swami Ramdev put lots of emphasis
on teaching Pranayam as compared to Yoga. According to Shri Shri Ravi Shankar, a world-

17
renowed spritial leader "If an individual can be credited with reviving Yoga in India, it is
solely Baba Ramdev". Millions of people all over the world attend Baba Ramdev's free Yoga
camps (shivir). Ramdev Baba has also conducted Yoga camp at Rashtrapati Bhavan - the
residence of the President of India.

Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it many times.
Ramdev Baba has spread Yoga to such an extent that sooner or later, everyone has to
embrace it. Patanjali YogPeeth Trust is the dream project of Baba Ramdev. It was
inaugurated on August 6, 2006. Baba Ramdev's aim was to build the world's largest center of
Ayurveda, Yoga and Pranayama. Patanjali YogPeeth provides facility for treatment for
diseases, research and a teaching University for Yoga and Ayurveda. This trust is located
13kms from Haridwar. The estimated cost of the project was 10 billion. During inauguration,
Sudarshan Agarwal, Governor of Uttrakhand, said "Patanjali Yog Peeth will soon be the
ambassador of Yoga for entire world”.

According to associated news press, The Patanjali YogPeeth project was divided into 3
phases. Phase one was basic construction. The second stage comprises of serviceable
guesthouses, herbal gardens, yajnashala, meditation caves and many other facilities. It will be
the biggest Yoga and Ayurvedic center in the world. Third stage is opening a University of
Yoga and Ayurveda. Baba Ramdev wants to flow river of Yoga in each and every region,
whether in a village or city. The confidence which Baba Ramdev exuberates compels people
to at least give his Yoga a try. Millions of people practice Baba Ramdev's Yoga and
Pranayama. Ramdev Baba's TV programs broadcast in several countries including America,
Europe, Australia, Asia and Africa. Viewership is quoted as being 20 millions regular
viewers. Followers of Baba Ramdev have claimed relief from a variety of ailments such as
Diabetes, Blood Pressure, Hepatitis, Spondylitis and Obesity. He is the real hero who
devoted his whole life to help people by giving them unknown knowledge of Yoga and
Pranayama.

Swami Ramdev medicines are manufactured in branches well equipped with modern
equipments, certified by the international standards GMP, GLP & ISO 9001. Swami
Ramdev's pharmacy makes the medicines pure and rich in quality. Medicines manufactured

18
go through quality control and quality assessment tests. Patanjali Yogpeeth is operating
Patanjali Hospitals in every nook and corner of India, where one can get life saving Swami
Ramdev’s medicines which are affordable to all rich and poor.

Patanjali Yogpeeth medicines are also available for health care, oral care, hair care and skin
care. Many of the critical ailments such as Cancer, Diabetes, arthritis etc. can be cured by
Swami Ramdev's Medicines. These medicines are low cost, very effective and available at
Ramdev Chikitsalaya. Some of very effective Ramdev medicines are  Mukta Vati for high
blood pressure, Madhunashini Vati for Diabetes, Medohar Vati for Obesity.

Swami Ramdevji Maharaj is a historic personality. He has written new history in the areas of
yoga-prananyam and ayurvedic treatment methods. In this regard the work done by the
organization established by him namely Patanjali Yogpeeth (Trust), Divya Mandir (trust),
Patanjali Yog Samitis, Divya Yog Pharmacy Trust and branches, will be written in golden
letters on the pages of history. The ambition of these establishments are to reach yoga and
Ayurveda to the 700 crore global population along with Indian culture and words of the
sages. To encourage the use of Ayurvedic medicine, Swamiji manufactures superior quality
and proven medicines in Divya Yog Pharmacy.

Swami Ramdev's medicines are manufactured in branches well equipped with modern
equipments mostly in Haridwar and other places, certified by the international standards
GMP, GLP & ISO 9001. Swami Ramdev also has a botanical garden near Patanjali Yog
Peeth where the herbs and medicinal plants are grown. Here research is carried out on rare
herbs and they are grown here by putting in great efforts. Under Swami Ramdev's guidance
an industrial unit is also established called Patanjali Ayurved Limited which produces pure
and high quality minerals and plants products through scientific methods. Swami Ramdevji
and Acharya Balkrishna ji have tried to combine the ancient knowledge with ultramodern
technology.

Some people could not digest the increasing fame of Swami Ramdev and they started
negative campaigning against Swami Ramdev with the help of media. The qualities of
Swami Ramdev’s medicines were doubted. When these medicines were tested in the lab all
the allegations proved baseless and Swami Ramdev came out spotless amidst the acid test.

19
This resulted in unexpected increase in the demand of medicine of Swami Ramdev. Baba
Ramdev's pharmacy puts in all the efforts to make the medicines pure and rich in quality. All
the medicines manufactured go through strict quality control & quality assessment tests,
Toxicological study - Animal trials, clinical tests.

Swami Ramdev is working towards the goal of establishing the ayurvedic products at par
with the international standards and to make it known across the world. To encourage the use
of Ayurvedic medicine and amongst Swami Ramdev's revolutionary thoughts, one is that the
farmers of India should adopt the cultivation of medicinal herbs and plants along with fruits
and vegetables.

Patanjali Yogpeeth is a renowned name in the field of medical science, rendering free
services to millions of people across the globe through Yoga and Ayurveda.

3.2. HERBAL PRODUCTS IN PATANJALI YOGPEETH

Divya Yog Mandir (Trust), started “Brahamkalp Chikitsalaya” at Kripalu Bagh Ashram,
Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic
medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to
the patients to seek optimum results as results of Ayurvedic treatment are directly
proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of
Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This
was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally
based on traditional methods.

Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary
form and to unravel the mystery behind this haloed and revered, Indian system of medicine
by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the
formulations to modern pharmacological, toxicological safety tests and clinical trials to
create new drugs and therapies.

Divya Pharmacy tries that medicines should possibly be available to common man at the
minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A

20
new expanded unit of the pharmacy has been established well equipped with machines based
on modern techniques.

PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting
from the various parts of the medicinal plant like the leaves, The salient feature of this plant
is the production of medicine using latest SCADA technology under controlled
environmental conditions of temperature and pressure. The extract concentration is achieved
under vacuum drying preserving the maximum valued contents of the herbs.

Quality of the medicines so produced is of the highest level. This unit has the capacity of
extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this
extract in the process of making the medicines.

For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit,
for quick liquification a fluid wed processor, tablet compressing device with the capacity for
preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed
mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been
established.

In the modern packing section of Divya Pharmacy PLC controlled packing equipment having
the capacity of 300 volts per minute with automatic blister packing equipment has been
installed. A utility center has been set up in this production unit which has two 500 KVA
generators, softeners & cooling towers including boilers & air compressors having the
capacity to produce 300 ton steam.

As a result of this Divya Pharmacy has become the first medicine manufacturing unit of
Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the
international standards like Good Manufacturing Practices (GMP), Good Packaging Practices
(GPP), Good Agricultural Practices (GAP) and Good Harvesting Practices(GHP) are being
strictly followed.

Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya

Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research Department
has been established at following few sites- Patanjali Herbal Garden site Nursery, Patanjali

21
Herbal Garden site Gurukul Gaushala Farm, situated nearby Patanjali Yogpeeth at Maharishi
Dayanand Gram, Bahadrabad, Delhi-Haridwar highway. These Herbal Gardens have
beautiful collections of more than 200 medicinal herbs, shrubs, trees, climbers and
ornamental plants. Since, 1997 it was a great effort with high spirit to collect the valuable
medicinal plant and to ensure to grow in Garden, a Divya Vanaushadhi Vatika has been
earlier established in the Ashram at Kankhal. Thereafter, to explore more possibilities of a
large number of wide collections, exposition and research of medicinal, aromatic and
ornamental plants in a organized way in the Patanjali Herbal Garden has been established. A
team of Scientists from Botany and Agriculture and a number of swayam sevak are engaged
for research and management.

It is all about economically processing organic farm produce into daily use consumables
ranging from Ayurvedic health supplements to Foods and cosmetics and then supplying them
largely to the urban world. The produce will be picked up right from the farms, thereby
increasing the effective income of the farmers. The health based products will then be made
available to a large population in the urban areas that is reeling under the scourge of polluted
food items and artificial drinks that make them vulnerable to a variety of cronic diseases.
And all this at a cost that is unmatched in the market.

The consequential benefits are no less crucial to the mankind. Backed by a robust preaching
and promotion on the popular Astha channel by the world renouned Yog Guru Swami
Ramdevji and an international authority on Ayurved and traditional herbs Acharya
Balkrishanji, it is all about reinventing our traditional knowledge of Yog and Ayurved,
rejuvenation of rural economy,arrest of the flight of rural job seekers to the more demeaning
urban slums, strengthening the health grid of the nation and the world, mending the
environmental imbalance…and finally fighting the tirade of western culture on Indian
panorama.

PATANJALI AYURVED Ltd. is a company that functions like all other companies under the
regulations of the company law affairs, yet is constantly striving for nation building more
than the profit accumulation.

22
At micro level the challenge is no less herculean. Along with PRANAYAM, the wisdom of
our ancient sages, the organic food products and herbal medicines churned out of this unit,
undertake to fight out the dreaded and incurable diseases like CANCER and AIDS. Claim for
having found a lasting cure for many other relatively more rampant but equally tormenting
diseases like Diabetes, Arthritis and Thyroid is already established with thousands of patients
cured with satisfaction.

Superior quality of our products at a fair price is not the only concern that we have. Getting
our patients rid of their diseases is again too limited a goal for us to seek. A holistic approach
to improvement in the quality of life of all beings, world over, is the purpose behind our
being. Getting rid the food we consume of the pollutants in the form of poisonous pesticides
and chemical fertilizers that our farmers use, is a goal that we strive to achieve by providing
our people the eatables that are cultivated in organic and natural manures and pest repellents.

Amalika- also known as amala or Aavla (Latin –Emblica officinalis) is Indian gooseberry. It

is probably the most famous Ayurvedic herbs used in dozens of classical Ayurvedic formulae
& in hundreds of patent Ayurvedic formula. The herb of Amalaki is used for many purposes
such as delaying the aging cycle, rejuvenating the body, revitalizing body systems & top of
all, building immune levels. The herbal fruit of Indian gooseberry (amalaki) contains active
levels of tannins that help in rejuvenating the body cells & concerned organs. Amalaki
contains abandon amounts of Vitamin C – ascorbic acid & is likely to possess richest
amounts of it as compared to any edible on this planet.

Avipattikar Churna is recommended for complete cure of your acidity, burning stomach and
indigestion problems. This is natural digestive tonic which helps in regularizing digestion
process & cures acidity problem. A regular course of this ayurvedic medicine gives good
results & generally no further medication is required. Avipattikar acidity remedy control acid
secretion from stomach walls and helps in easy and timely movement of food from stomach
to intestines. Avipattikar Churna is traditionally used to remove excess Pitta (Fire) from the
stomach and small intestine. This ayurvedic remedy alleviates acidity, Heartburn and
Indigestion. High Pitta (Fire) produces the problem of Acidity or Hyper Acidity. To reduce
High Pitta (Fire) in the abdomen, Avipattikar Churna is very good. For hyper acidity and

23
abdominal aches being a mild laxative it makes the stool soft, helps to check mild
constipation and improve the appetite.

These days most of the people are suffering from constipation. The failure to excrete the
feces from the intestine is termed as constipation. There are many reasons for this disease,
like shortage of fiber in diet, insufficient intake of fluid, stress, wrong food habit, appetite,
inadequate exercise, use of too much laxative, enema abuse etc. Constipation can affect
digestion, the clearing of toxins from the system is hampered, energy levels and the
absorption of nutrients will get altered.

Nobody could have thought of commercializing it, leave aside the thought of popularizing it
among the masses. Entrepreneurs are not only risk bearers, organizers and managers of the
enterprises but they are also great visionaries who not only anticipate the future needs but
also keep a check on the present requirements. We are sure Baba must have worked tirelessly
on his mission away from the glare of media, completing all his defined tasks, keeping a
check on the preparations and one day he must have decided to appear on the big stage and
take the world by storm that seems to be a meticulously planned launch of the “Brand Baba”.

The epithet “He came , He saw, He conquered”. is supposed to be rightly described as the
arrival of Baba and his infectious popularism among the masses. Suddenly everyone was
seen rubbing his/her nails walking by the road side, waiting for a train at the platform, while
travelling, while working in an office or for that matter whenever people found themselves
free, he was there everywhere in the life of people. Yoga, which used to be considered
Generic till now was well known by “Baba Ramdev Brand of Yoga”. People were looking
for a solution to their stressful life, an alternative form of medicine. He as a true entrepreneur
anticipated this need before anyone could and sold his idea of a complete health to the
masses. As a good marketer would do he made himself available for the masses through his
“Yoga Shivers”, listened to their problems & tried to solve them, connected with them
personally, had a product which was well researched, had variants of products in terms
of different Yoga Aasans for different ailments, meant for different age groups of people
based on their ability to perform a particular aasan, had all the medium of advertisement to
support his Brand.

24
His journey didn’t stop with his Brand of Yoga, when big business houses were struggling to
launch and operate Branded Medical Stores, he was once again there bang on launching his
own Brand of Ayurvedic Medicine Stores ( Patanjali) all over India…Franchising model also
included. His name has become synonymous with Yoga and Ayurveda. There might be other
before he appeared on scene, there are many in his era also but no one could make an impact
like him. His presence was so infectious that people from different walks of life were cashing
on his popularity….Filmstars like Shilpa Shetty and Bipasha Basu came with their own
version of Yoga CD’s but could not pose a challenge to his leadership, infact they ended up
following his footsteps…even the corporate world found a big market for herbal
products..the consumers were looking for products which were close to nature. His USP is
that he made himself approachable, common man identified with him and he positioned his
product as a “ Total Health Solution” unlike the craze generated by the Filmstars to develop
bulging biceps, curved body, zero figure which could be defined as a fad bound to fade away
without notice. His product promise for a lifelong solution ( durability), can be used
anywhere anytime( operational convenience), available through different channels based on
your convenience( like T.V., Books, Shivers ), his product emphasizes on precaution rather
than cure….a feature which make his product standout from the rest of crowd and even if any
ailment need to be cured he has the natural therapies and his own brand of ayurvedic
medicine to compliment his main product. He has made his brand ambassadors out of his
own followers who very religiously vouch for his claims and motivate people who come in
contact with them to practice Yoga. He is in his unique way different from other gurus who
only give spiritual discourses. He is different in terms of the practicality and objectivity of his
product unlike the subjective nature of the discourses delivered by spiritual gurus. He run his
trust as a big corporate house generating employment, profit and his initiative has not only
pumped a new lease of life to ayurveda but has also indirectly helped people to find out an
employment as yoga instructors in schools, colleges and corporate houses. He is ubiquitous,
wherever you go you find his hoardings announcing the date of his Shivers, he has not only
reached to the interiors of the places but he is also there in the mind of the people enjoying
the share of his own, which is a sign of a big brand. People, organizations, institutions
involve in any kind of traditional thing in India can take a lesson or two from Baba, that how
marketing can help in reviving the traditional form of things that too with a handsome profit

25
and one need not to be an American or someone from a developed world to market a product
and lay a claim on it. There has been lot of  yoga gurus and they are there today also who can
challenge him in the art of yoga but there is only one Baba Ramdev the Yoga Guru turned
out to be a Great Marketing Guru. And finally look what he is doing, he has taken the
responsibility to bring back the black money to the nation and eradicate the corruption from
the country. It seem that after achieving the leadership position in his form of business he
want to diversify to the business of politics. There is always a risk of diluting your brand if
you think of entering into a totally different field and Baba has taken that risk. His Brand
seems to be in crisis these days and there is a need of second thought to be given to the
diversification. I feel he should have thought of Co-Branding with Anna, this could have
made it easy for him to diversify into the business of politics. It’s still not too late , he must
think strategically on his move and rethink of launching his brand of movement again with
new energy and a new look.

3.3. MARKETING AND NETWORK OF PATANJALI YOGPEETH

Human beings are governed by ideas and beliefs. Consumers of this day no longer buy
merchandise and services but experiences. Mass Customization is the new paradigm that
replaces old ideology of market segmentation; an idea which is no longer found suitable for
today's turbulent markets, changing customer needs and growing product variety. Mass
customization proactively manages product variety in the environment of rapidly evolving
markets, products and services. This study attempts to study the reasons which have lead to
the phenomenal success of Baba Ramdev's marketing strategy of Mass customization and
that also in an era of high individual customization.

The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am omnipresent

and omnipotent. Catering to the needs of all, irrespective of gender, age, caste, creed, culture,
religion, nationality the potion of mass customization is believed to work wonders.
Companies choose from mainly three value disciplines to frame their value propositions:
product leadership, operational excellence, and customer intimacy. The product leadership
discipline leads to the `best product' value proposition-an assertion that the company's
products have the greatest performance impact or experiential impact for its customers. The
operational excellence discipline leads to the `best total cost' bid- an assertion that the

26
combination of the company's prices, product reliability, and hassle-free service is matchless.
The customer familiarity discipline leads to the `best total solution' scheme – an assertion that
the company helps its customers identify their exact problem and the best solution, and then
takes charge of implementing it. Baba Ramdev addresses all the three value disciplines and
he has developed a unique blend of Ayurveda and Vedic philosophy to cater to create value
for his customers.

3.4. PRODUCT: INTRODUCING THE VALUE DISCIPLINE

The society in which we live today is a brand- obsessed society. Name a product or service
and the brands relating to them are inestimable so many that cannot be counted on fingers.
Thus, creating, developing, implementing and maintaining successful brands are frequently
at the heart of marketing strategy. (McEnally,M . and Chernatony,L. de 1999) Successful
branding requires a strategic perspective (de Chernatony 1998) whereby strong brand
concepts are presented and communicated to target segments resulting in favorable brand
images which reflect the brand's identity (Gardner and Levy 1955, Reynolds and Gutman
1984, Kapferer 1997). This brand of Baba Ramdev has a universal appeal, is sharing and
collaborative, and the customers range hail from all age groups and regions. This Brand is a
result of consistent hard work and carefully and meticulously followed strategy.

The service that Baba Ramdev is selling is the product. To deliver quality service, it is
essential to understand customers' expectations. To assess the quality of service, customers
compare their expectations with perceptions of the service providers' performance. Hence it
becomes vital for the service providers' to understand and meet consumers' needs and wants.
Customer expectations of service can be of two types; desired service and adequate service.
Desired service is the service that a customer desires and expects to get. Whereas an adequate
service is one which is the minimal level of service which a customer is willing to accept
based on his perception of service acceptability.

The service that is being provided by Baba Ramdev is well orchestrating with the desired
service expectations.  Patanjali Yogpeeth, a multi-million rupee venture, Ramdev's dream
project, set as a rival to World Health Organization only on the basis of sound service that it

27
boasts of providing. Divya Yoga Mandir Trust in Haridwar, Uttaranchal is armed with all the
latest and most sophisticated gadgets sees a regular stream of devotees who wait to be called
by a doctor in the Out Patient Department (OPD). There are forty doctors in the OPD who
deal with 2,000 people every day. Some days the dispensary sells medicines worth Rs. 3,000
a minute. And again this can only be possible if the waiting tie is reduced by quality service.
The ambiance of Patanjali Yogpeeth is world class. Constructed in almost 100 acres; it has
been designed to have buildings, car parks, and a landscape to rival the best of Delhi's
housing projects. The entire value proposition can be said to be a hard work and the result of
determination of this one man army.

To add to this we know that looking good is everyman's dream. In the era when cosmetic
surgery is the order of the day; getting good looks by just adjusting the way one inhales and
exhales is something everyone would prefer doing. With his deep-seated credence that we all
are a part of beauty conscious world, Swamiji's unique contribution has been in helping
ordinary people solve their problems and lead a healthy life through the practice of simple
breathing exercises. The product "pranayama" is well suited for all irrespective of class,
creed, culture and hence this success.

3.5. COMPLETE 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 and 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 Pranayama, which will
strengthen the immune system and quicken the healing process. Ramdev Baba opines that
Pranayama Yoga is the complete Ancient Indian Therapy, which is a Medical Science in
itself that cures any Physical or Mental medical condition completely, without any side
effects. Swami Ramdev has proved and declared on Indian & International TV Channels,
"Pranayama Yoga is the complete natural cure for all Physical and Mental Ailments". 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. In a
bid to promote Ayurveda, Ramdev's Trust has tied up with 600 qualified Ayurvedic

28
practitioners who are offering treatment to masses for a variety of diseases, some of them
termed incurable by the modern system.

3.6. PRICING STRATEGY

Developing an effective pricing strategy remains the most important and difficult part of the
marketing process. For instance, a nominal 1 per cent increase in price realization will boost
net income by 6.40 per cent for Coca-Cola and 28.70 per cent for Philips. The price-
positioning and the value-delivery mechanisms should be done with one rule in mind: the
performance of the product, or the value associated with it should always be higher than the
price. For instance, a company that has either a product or a service whose performance or
value is medium would do well to follow a low-cost pricing strategy.

Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people not to
lose hope or suffer and depend on expensive treatments.  Indian Pranayama Yoga is there to
help 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 & AIDS too.

3.7. PROMOTIONAL STRATEGY

Edwin L. Artzt quoting the chairman and CEO of P& G has likened advertising to exercising
saying that "Think of advertising and promotion as exercise and recreation. Advertising is
exercise. It's something you need and it provides long-term benefits, but it's awfully easy to
either cut or postpone because there's no immediate penalty for not exercising. When you
want your brand to be fit, it's got to exercise regularly."  And here's a situation when
exercising in itself becomes the object of promotion.

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 (Bagwell, 2007, Dixit
and Norman, 1978). But there is a difference in opinion and Stigler and Becker (1977) and
Becker and Murphy (1993) argue that advertising is part of consumers' preferences in the

29
same way as goods and that there are complementarities between advertising and goods.
Hence, a more-advertised good is ceteris paribus preferred over a less-advertised good.
Whatever be the case, Baba Ramdev has hit both the opinions as he is advertising and at the
same time not advertising. Baba Ramdev's live yoga classes became a passion.

And it all began in the year 2002 when Sanskar television channel started airing Baba
Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of
followers who morphed into thousands. Then Sanskar channel's rival Astha channel signed
him. In two years time he was a hit and with him also the channel benefited. His TV
shows have the largest TRP. Today, he is one of the biggest draws on Indian television. He
can be seen not only on religious channels like Aastha, but also news and features channels
like India TV and Sahara One. Millions around the country follow his programmes
religiously and use ayurvedic medicines prescribed by him.

There was an eight-month waiting period before one could see Ramdev, he was being
booked that far ahead by television channels for his live yoga classes each morning. His yoga
sessions were beamed live into 170 countries (Bijay Simha, 2007)

Also, Baba Ramdev's pack one DVD, two Video CDs written three books on Yoga,
Pranayama Herbal Remedies and Magazines  are available. This set of four promotional
material with a Research Oriented Monthly Magazine of Yog, Spiritualism, Ayurveda,
Culture And Tradition-Yog Sandesh available in 5 languages can do much to lure customers.
Even healthy people are following his Yoga Pranayama regimen, as available in his DVDs,
VCDs, Books & magazines etc., to keep fit.

It is a well established fact that; "brands set the product and the producer of that product apart
from the competition". There are special though very obvious facts that this Brand has also
mass customized itself to satiate all and thus have made a distinct place for itself. In an era
when the marketers are faced with the challenge of getting their message heard by consumers
who are hard to find and even harder to influence, this Brand has worked wonders and all
because of its all inclusive image.

30
CHAPTER III

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE

TYPE OF RESERCH – descriptive research

A study was carried out among users of Patanjali Ayurveda by using questionnaire the
questionnaire was circulated to 70 customers who regularly use Patanjali products.

POPULATION – Users of Patanjali Products

SAMPLING – Convenience Sampling

Sample size – 70

DATA AVABALITY- This survey research has utilized primary data and information from
different sources including Patanjali Ayurveda ltd., text books, magazines, journals and
websites about different variables of the study.

METHODOLOGY: A single cross-sectional research design was used for the survey and
quantitative analysis was used for the obtained dataset.

Data collection was done through the online website using an online-based questionnaire.
MS Excel was used for analyzing the information in the obtained dataset.

SCOPE OF THE STUDY: This research focused on respondents of Ghaziabad. The

research provided fruitful information about Patanjali’s product line users and brand
perception they have about Patanjali.

31
CHAPTER IV: DATA ANALYSIS AND INTERPRETATION

Data gathered from survey of Patanjali

70 out of 70 people know about Patanjali

Demand of Patanjali Ayurveda

32
Why do people like Patanjali literature

rating of Patanjali product

33
product efficiency in Patanjali

behaviour of Patanjali people

34
\

product satisfaction

Most deled Products

35
Closest competitor’s

effective age group

36
CHAPTER V:
a) FINDINGS

⮚ Indian customers are highly information seekers. They collect more information
about quality, price and refer customer’s experiences before purchasing a product.
⮚ Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
⮚ Consumers trust ayurvedic products more over foreign products
⮚ Over 94% of the people have used Patanjali Products
⮚ 77% people strongly agree that patanjali offers large variety of product while 17%
people think that patanjali has not offers large variety of product.
⮚ 86% people believe that patanjali offers good quality of product but 14% customers
are not satisfy with the quality of product.
⮚ 75% customer thinks that the price of patanjali products are fair but 25% customer
thinks that the price of the product are not fair.
⮚ 71% customer believes that patanjali product is good packaging while 29% customers
is not satisfied with the packaging.
⮚ 71% customer agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.
⮚ 67% customers are satisfy with patanjali product while 33% customer are not satisfy
with patanjali product.
⮚ 50% of the people came to know about Patanjali through advertisements 30% on
recommendations whereas 20% on Self Exploration.
b) SUGGESTION

 To make a successful product, Patanjali’s marketing strategy should attract long term
consumers.

 Most of the Patanjali consumer are facing problem like ; products are not available in the
market regularly.

 They can increase their distribution channels.

37
 They have to focus back on product efficacy. Rising above the noise of advertising.

 They can increase their outlet and stores.

 So Patanjali Ayurveda should increase their productivity and make sure that there will be
shortage of products in the market.

c) LIMITATION OF THE STUDY

In this research, we examined factors responsible for brand loyalty of the product to brand
image of the Patanjali. The study focuses on only the consumers in Ghaziabad. The
Ghaziabad region was chosen due to easy accessibility and profound understanding of the
market. Another reason is that we had a thorough understanding of the background
information necessary to do the survey and could easily use networking to obtain the sample.

d) CONCLUSIONS

Patanjali has given a headache to many marketers with its unconventional ways of marketing.
The Findings in the paper show that there are many significant factors that together make up
the buying decision of the product. 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. 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. It may be due to ability of the product to
cure the problem. The satisfaction brings in the retention of customer. 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 fulfil the claims made by
the company before any other brand may mushroom up and take away the benefits of
marketing through spirituality. A point to note is that many people are buying Patanjali
products due to the hedonic value attached to the products. Hence, Patanjali (unlike its
competitors) is attracting brand-loyal customers and not price-sensitive customers.

38
BIBLOGRAPHY

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Tyagi, Singh, & Rao

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14. Dichter, E. (1985) What’s in an Image. Journal of Consumer Marketing, 2, 75-81.
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APPENDIX A

QUESTIONAIRE

Please provide the following information before filling further details.

Name:- .................................................... Age:- ………………

Gender:-…………………………. Mobile No.:-

…………………………….

Qualification:-
……………………………………………………………

E-mail:-
……………………………………………………………………
..

Address:-
…………………………………………………………………..
Q. Do you know about Patanjali Product?
(a) Yes  (b) No 

Q. How do you rate the Patanjali Projects?

(a)Best in class  (b) Good 
(c) Moderate  (d) Not good 

Q. How do you rate the product efficiency of Patanjali?

(a) Best in class  (b) Good 
(c) Immediate response  (d) Slow response 

Q. Why do you like Patanjali product literature?

(a) Easy to understand  (b) Highly Knowledgeable 
(c) No side effect  (d) Tough to understand 

41
 Q. Are you satisfied with the behaviour of the Patanjali people?
(a) Very much  (b) Yes 
(c) Not good 

Q. What is the demand of Patanjali product?

(a) High selling  (b) Low selling 
(c) Average selling` 

Q. What are the Patanjali products you deal mostly?

(a) Soap  (b) Tea 
(c) Noodles  (d) Aata 

Q. Who is your closest competitor among these?

(a) Dabur  (b) Baidyanath 
(c) Zandu  (d) Himalaya 

Q. Which age group is effective customer with Patanjali Products?

(a) 0 – 20  (b) 21 – 40 
(c) 41 – 60  (d) 61 and Above 

Q. Do you satisfied with the Patanjali products.

Yes  No 

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