IMPACT

OF
BRAND IMAGE AND CONSUMER
PERCEPTION ON BRAND LOYALTY: A STUDY
IN CONTEXT OF PATANJALI AYURVEDA LTD.
AMONG THE PEOPLE OF JAMMU

SUBMITTED BY:
IVANI KATAL 27-MBA-15
MANHAR MALHOTRA 29-MBA-15
MITALI SHARMA 31-MBA-15

PATANJALI
YOGPEETH
Patanjali
YogpeethinHaridwar,Uttarakhand is one
of the largestYogainstitutes in India.
It is a center of Yoga and Ayurveda activities in
India built on the name of Maharishi Patanjali who
invented
Yoga
yearsthe
ago.
The ashram
is 5000
run under
guidance of Swami
Ramdev Ji who has revived Yoga and spreading it all
over the world.
With the help of Balkrishan,Baba Ramdevhas
established Divya Yog Mandir in 1995.

According to Shri Shri Ravi Shankar, a worldrenowned spiritual leader "If an individual
can be credited with reviving Yoga in India,
it is solely Baba Ramdev".

RAMDEV BABA HAS ALSO CONDUCTED YOGA CAMP

AT RASHTRAPATI BHAVAN - THE RESIDENCE OF THE
PRESIDENT OF INDIA.

His
actual
name
is
Krishan
Yadav
. on from
Baba
Dev
orRam
more
commonly
known
as Swami
He
wasRam
a bold
youth
and
never backed
his
He
was born in Ali Saiyad Pur Village district
principles.
Ramdev
is a world renowned Yoga guru, who has
Mahendergarh,
Haryana.
He
also
influenced
manywith
people
to fight against
in
revolutionized the world
his tremendous
approach
As
a child
hecorruption.
was very much influenced by the
justice
and
towards Yoga.
principles of Shubhash Chandra Bose and Ram Prasad
Bismil.

HERBAL PRODUCTS AT
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Punarnavadi
Kesh
Tail HairMandur
OilVati
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OBJECTIVES OF OUR
TOSTUDY
STUDY PATANJALI AS A BRAND AND ITS
PRODUCT MIX.

TO ANALYZE CONSUMER PERCEPTION ABOUT

PATANJALI AS A BRAND AND ITS PRODUCTS.
TO ANALYZE IMPACT OF BRAND IMAGE ON LOYALTY
INTENTIONS.
TO ANALYZE AND IDENTIFY IMPORTANT FACTORS
INFLUENCING PATANJALI AS A BRAND.

ABSTRACT
This
study
was
conducted
to
determine the level of brand loyalty
and image,
to examine interactive role of those
factors that determine brand image
and loyalty,
to determine level of brand loyalty and
image of Patanjali products users and
to suggest measures for developing its
brand loyalty in district Jammu.

ABSTRACT
The
data
was
collected
through
a
questionnaire from a sample of 59 residents
of Jammu.
They were selected through convenience
sampling method.
The questionnaire involved questions on
brand loyalty, brand image and consumer
perception based on 7 POINT likert scale
ranging from strongly agree to strongly
disagree.
The results were analyzed on the basis of ttest and ANOVA to determine the differences
among the group factors.

LIMITATIONS OF THE
STUDY

In this research, the researcher

examined factors responsible for
brand loyalty of the product to
customers satisfaction, brand image
and brand preference of the Patanjali.
This study was undertaken only in
Jammu.
Sample size was small.

LITERATURE REVIEW
The Impact of Brand Image on Consumer
Behavior: A Literature Review by Yi Zhang
Department of Marketing, Management School, Jinan
University, Guangzhou, China, Open Journal of
Business and Management, 2015, 3, 58-62 Published
Online January 2015 in SciRes

Effect of Brand Image on Brand Loyalty and

Role of Customer Satisfaction in it

World Applied Sciences Journal 26 (10): 1364-1370, 2013

ISSN 1818-4952
BRAND IMAGE, CUSTOMER SATISFACTION AND LOYALTY
INTENTION: A STUDY IN THE CONTEXT OF COSMETIC
PRODUCT AMONG THE PEOPLE OF CENTRAL INDIA by
SATENDRA THAKUR and DR. A. P SINGH
International Journal of Multidisciplinary Management
Studies Vol.2 Issue 5, May 2012, ISSN 2249 8834

LITERATURE REVIEW

BRAND
LOYALTY:
marketers
should
emphasize to develop trust in the
consumers mind as it will basically leads
toward the brand loyalty. This trust can only
be gained by providing quality services,

BRAND LOYALTY: loyal customers are not too

much sensitive of price while choosing the
brand but when the times come of quantity
selection then they become conscious about

BRAND LOYALTY: Price elasticity has its

impact on brand loyalty which means that
when a brand will go to exploit its
customers more than they can bear then

BRAND LOYALTY: Loyalty can be in two dimensions

either the purchase or attitudinal. Purchase loyalty
helps to give better market share while attitudinal
loyalty tends to set high prices.

BRAND IMAGE: According to Park, establishing a

brand image is a quite important marketing
function as it sometimes directly associate with
sale.

BRAND IMAGE: Brand image does not only

convey the goodwill of brand to the customers
but also implicitly persuade them to buy your
product again and again.

BRAND IMAGE: People just not buy the brand for

its physical product or attributes but behind the
scene there is self-esteem and worth is bought
by them.

While placing your brand on the global scenario,

the company should realize the social and cultural
values of a particular locality to gain the position in
the minds of local customers.

AS RIGHTLY DONE BY

Customer perception:refers to the process by which

a customer selects, organizes, and interprets
information/stimuli inputs to create a meaningful
picture of the brand or the product. It is a three stage
process that translates raw stimuli into meaningful

Customer perception: It is how a customer sees a

particular brand with whatever he or she has been
able to understand by watching the products, its
promotions, feedback etc. It is the image of that
particular brand in the mind of the customer.

DATA ANALYSIS
1. GENDER
Frequency distribution of
respondents by gender
Answer
1

Male

Female
Total

Response

31

53%

28

47%

59

100%

DATA ANALYSIS
2. AGE
Frequency distribution of
respondents
Answerby age
Response
1

below 18

19 to 25

26 to 35

36 to 55

55 and above
Total

3%

37

63%

11

19%

14%

2%

59

100%

DATA ANALYSIS
3. MARITAL STATUS
Frequency distribution of
Answer
Response
respondents
1

Married

16

Widowed

Divorced

Separated

Never married

43

Total

59

%
27%

0%

0%

0%
73%
100%

DATA ANALYSIS
4. EDUCATION LEVEL
Frequency distribution of
respondents
Response
Answer
1

Primary

Secondary

Graduate

Post graduate

Doctorate
Total

0%

3%

33

56%

22

38%

3%

59

100%

DATA ANALYSIS
5. PROFESSION
Frequency distribution of
Response
respondents
Answer
1

Retired

Civil servant

Private sector

Self employed

Student
Total

0%

12

20%

15%

3%

36

61%

56

100%

6. BRAND LOYALTY
I INTEND TO BUY PRODUCTS OF THIS BRAND IN THE
NEAR FUTURE
25
20
15
10
5
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY
I INTEND TO BUY OTHER PRODUCTS OF THIS BRAND
25
20
15
10
5
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY

SIDER THIS BRAND MY FIRST CHOICE IN ITS DIFFERENT PRODUCT CATEG

14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY

AY POSITIVE THINGS ABOUT THIS BRAND TO OTHER PEOPLE

18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY

E OR WOULD RECOMMEND THIS BRAND TO SOMEONE WHO SEEKS MY A

16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY
I DONT BOTHER LOOKING AT ALTERNATIVE BRANDS; THIS BRAND IS
GOOD ENOUGH FOR ME
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY
IF THIS BRAND WERE TO RAISE THEIR PRICES, I WOULD CONTINUE
TO BUY THEIR PRODUCTS
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

6. BRAND LOYALTY
IF THIS BRAND WAS NOT AVAILABLE, IT WOULD MAKE HUGE
DIFFERENCE TO ME
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

7. BRAND PERCEPTION
HIGH QUALITY
18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

7. BRAND PERCEPTION
TRADITIONAL AND HERBAL
25
20
15
10
5
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

7. BRAND PERCEPTION
CHEAPER PRODUCTS
18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

8. BRAND IMAGE
FOR OLDER PEOPLE
18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

8. BRAND IMAGE
FOR YOUNGER PEOPLE
25
20
15
10
5
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

8. BRAND IMAGE
A MODERN INNOVATIVE BRAND
20
18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

8. BRAND IMAGE
BUY ITS PRODUCTS BEING AN INDIAN HERBAL BRAND
20
18
16
14
12
10
8
6
4
2
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

8. BRAND IMAGE
BUY ITS PRODUCTS NOT BECAUSE OF SPIRITUALISM ASSOCIATED
WITH THE BRAND
30
25
20
15
10
5
0

1 EXTREMELY LIKELY
2
3
4
5
6
7 EXTREMELY
UNLIKELY

H0: There is no significant difference between

the gender and loyalty intentions
t-Test: Two-Sample Assuming Equal Variances
LOYALTY

gender
INTENTIONS
Mean
1.474576
4.04661
Variance
0.253653
1.736475
Observations
59
59
Pooled Variance
0.995064
Hypothesized
Mean Difference
0
df
116
t Stat
-14.0043
P(T<=t) one-tail
5.42E-27
t Critical one-tail
1.658096
P(T<=t) two-tail
1.08E-26
t-stat<t critical two tail, therefore null hypothesis accepted.
t Critical two-tail
1.980626
The observed difference between the sample means (1 - 4.03) is
not convincing enough to say that there is significant difference
between male and loyalty intentions

H0: There is no significant difference between

AGE and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances
LOYALTY

age
INTENTIONS
Mean
2.474576
4.04661
Variance
0.701929
1.736475
Observations
59
59
Pooled Variance
1.219202
Hypothesized
Mean Difference
0
df
116
t Stat
-7.73277
P(T<=t) one-tail
2.1E-12
t Critical one-tail
1.658096
P(T<=t) two-tail
4.21E-12
t-stat<t critical two tail, therefore null hypothesis accepted.
t Critical two-tail
1.980626
The observed difference between the sample means (1 4.87) is
not convincing enough to say that there is significant difference
between AGE (18 and below) and loyalty intentions.

H0: There is no significant difference between

AGE and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances
LOYALTY

age
INTENTIONS
Mean
4.267361
4.875
Variance
1.657279
1.125
Observations
36
2
Pooled Variance
Hypothesized
Mean Difference
df
t Stat

1.642494
0
36
-0.65263

P(T<=t) one-tail

0.25907

t Critical one-tail

2.434494

P(T<=t) two-tail
0.51814
t Criticaltwo
two-tail
t-stat<t critical
tail, therefore2.719485
null hypothesis accepted.

The observed difference between the sample means (4.26

4.87) is not convincing enough to say that there is significant
difference between AGE(19-25) and loyalty intentions.

H0: There is no significant difference between

AGE and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances
Loyalty

age
intentions
Mean
3
4.6
Variance
0
0.561806
Observations
10
10
Pooled
Variance
0.280903
Hypothesized
Mean
Difference
0
df
18
t Stat
-6.75036
P(T<=t) onetail
1.26E-06
t-stat<t critical two tail, therefore null hypothesis accepted.
t Critical oneThe observed difference between the sample means (4.26
tail
2.55238
4.87) is not convincing enough to say that there is significant
P(T<=t) twodifference between AGE(26-35) and loyalty intentions.

H0: There is no significant difference between

AGE and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances
Loyalty

age
intentions
Mean
4
2.515625
Variance
0
1.095703
Observations
7
8
Pooled
Variance
0.589994
Hypothesized
Mean
Difference
0
df
13
t Stat
3.733948
P(T<=t) onetail
0.001251
t-stat>t critical two tail, therefore null hypothesis rejected.
t Critical oneThe observed difference between the sample means (4 2.51) is
tail
2.650309
convincing enough to say that there is significant difference
P(T<=t) twobetween AGE(26-35) and loyalty intentions.

H0: There is no significant difference between

MARITAL STATUS and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances

marital status
loyalty int
Mean
1
3.25
Variance
0
1.401786
Observations
15
15
Pooled
Variance
0.700893
Hypothesized
Mean
Difference
0
df
28
t Stat
-7.36016
P(T<=t) onetail
2.58E-08
t Critical onet-stat<t critical two tail, therefore null hypothesis accepted.
tail
2.46714
The observed difference between the sample means (1 3.25) is
P(T<=t) twonot convincing enough to say that there is significant difference
tail
5.15E-08
between MS(MARRIED) and loyalty intentions.
t Critical two-

H0: There is no significant difference between

MARITAL STATUS and LOYALTY INTENTIONS
t-Test: Two-Sample Assuming Equal Variances

ms
loyalty int
Mean
5
4.363095
Variance
0
1.593605
Observations
42
42
Pooled Variance
0.796802
Hypothesized
Mean Difference
0
df
82
t Stat
3.269707
P(T<=t) one-tail
0.000787
t Critical one-tail
2.372687
P(T<=t) two-tail
0.001575
t Critical two-tail
2.637123
t-stat>t critical two tail, therefore null hypothesis REJECTED.
The observed difference between the sample means (5 4.36) is
convincing enough to say that there is significant difference
between MS(UN-MARRIED) and loyalty intentions.

There is significant correlation between

LOYALTY INTENTIONS and CONSUMER
PERCEPTION
Consume
r
Loyalty perceptio
intention
n

Loyalty
intention
1
Consume
r
perceptio
n
0.707744

Since 0.7077
is closer to +1

There is significant correlation between

BRAND IMAGE and CONSUMER PERCEPTION

Brand
image
Consumer
perception

Brand
image

Consum
er
percepti
on

1
0.800231

Since
0.8002 is
closer to
+1

There is MORE significant correlation between

BRAND IMAGE and CONSUMER PERCEPTION
than between loyalty intention and consumer
perception or loyalty intention and brand
image.
CONSUME
LOYALTY
R
INTENTIO PERCEPTI
N
ON

LOYALTY
INTENTIO
N
1
CONSUME
R
PERCEPTI
ON
0.707744
1
BRAND
IMAGE
0.69995 0.800231

BRAND
IMAGE

Since
highest
value is
0.8002

H0: THERE IS NO SIGNIFICANT DIFFERENCE

BETWEEN LOYALTY INTENTIONS, CONSUMER
PERCEPTIONS
AND BRAND IMAGE.
ANOVA: SINGLE
FACTOR
SUMMARY
Groups

Count

Loyalty intentions
Consumer
perception

59

Brand image

59

ANOVA
Source of Variation

SS

59

Sum

Average Variance
1.73647
238.75 4.04661
5
3.06779 1.59685
181
7
7
3.18644
188
1
1.32533
df

MS

F
P-value
F crit
10.8411
3.04790
Between Groups 33.6702
2
16.8351
6
3.65E-05
6
270.202
1.55288
if F > F crit, we reject
the null hypothesis.
This is the case
Within Groups
4
174
8

10.84> 3.04. Therefore, we reject the null hypothesis. THERE IS

SIGNIFICANT DIFFERENCE BETWEEN LOYALTY INTENTIONS,
303.872
CONSUMER PERCEPTIONS
AND BRAND IMAGE.
Total

176

FINDINGS and
RECOMMENDATIONS

The brand image has more positive

impact on consumer perceptions than
loyalty intentions.
Brand image is also positively
associated with consumer perceptions
and loyalty intentions.
Gender has no significant impact on
the loyalty intentions, brand image
and consumer perception.

CONCLUSION
It is concluded that brand image plays an important
role in making a customer brand loyal BUT more
impact is on customer perception.
The objective of this study was to check out the
impact of brand image on brand loyalty which was
somewhat lower.
Survey questionnaires have been filled by students,
industrialists and other consumers by using
convenience sampling.
The results have shown that brand image have
positive impact on brand loyalty.
Sample was taken just from Jammu which should
be gone beyond the boundaries of city.
Same study should be conducted in other major
cities of India to get a more comprehensive view of
PATANJALI Ayurveda Ltd.

THANKYOU