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Introduction:
The fast-moving consumer goods (FMCG) segment is the fourth largest sector in the Indian
economy. The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011
to US$ 74 billion in 2018. Food products is the leading segment, accounting for 43 per cent of
the overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms
of market share.

Growing awareness, easier access, and changing lifestyles have been the key growth drivers for
the sector.

FMCG goods are popularly known as consumer-packaged goods. Items in this category include
all consumables (other than groceries/pulses) people buy at regular intervals. The most common
in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic goods. These
items are meant for daily of frequent consumption and have a high return. Some of the top
FMCG firms in India are Hindustan Unilever Ltd., ITC (Indian Tobacco Company), Nestlé
India, GCMMF (AMUL), Dabur India etc.

Patanjali Ayurved Limited is an Indian FMCG Company headquartered at Haridwar,

Uttarakhand. The Company was established on 13th January, 2006 with Acharya Balkrishna as
its majority state holder as well as managing Director with 92% stake, the rest being with an NRI
family from UK.

It is involved in manufacturing as well as distribution of products ranging from food, beverages

to cosmetics and fabric care. Since its inception in 2006 the company has made rapid advances in
expanding its reach across many segments and currently operates a plethora of brands. Its many
products include.
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Patanjali Ayurveda started in 2007 and has benefited from close association with well-known
yoga guru Baba Ramdev. The company is different from a typical business and the stated
philosophy is to plough back profits into the company or to be used for social causes. The idea is
to be present in as many categories as possible in order to give consumers more choices, and
profits are to be reinvested in innovation and capacity expansion, so pricing can be made more
competitive.
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LITERATURE REVIEW:

Miss Khanna (2015) believes 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. Miss Khanna performed the study on the people living in Punjab and found that 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 fulfill the claims made by the company before any other brand may mushroom up
and take away the benefits of marketing through spirituality.

In their study of Impact of Patanjali Products on the FMCG Business, Anuja, Sakshi, Srishti
and Vinayak (2017) tried to determine what factors are responsible for giving Patanjali a head
over others FMCG’s. The key determinants which gives Patanjali a competitive edge over other
competitors are how the shortage of products is influencing its sales, customer satisfaction and
its production strategy. The study found that gender and age have a relationship with the various
factors in determining the consumer’s perception towards Patanjali products. People with older
age are more inclined towards the quality, Baba Ramdev’s spirituality, indigenous manufacturing
and experience perception while in gender, female are more influenced by the ayurvedic
products than male. They also found that Patanjali should mainly focus on advertisement,
quality, price and experience which would ultimately lead to value communication. The study
concluded that there is a relationship between the demographics and the perception of Patanjali
products. Baba Ramdev should promote swadeshi more towards younger generation as older
people are by default influenced with it. Patanjali should try to convey the quality of products to
men

Miss K.Subbulakshmi and Miss P.Geethamani (2017) believes that concern about health
among the customers of this millennium has increased. The inclination towards maintaining
quality of life has also resulted in increased consumption of products which are good for health
as well as provides maximum satisfaction. This has resulted in bent towards Herbal or Ayurvedic
therapy. Miss K.Subbulakshmi and Miss P.Geethamani performed a research study to understand
the perception, satisfaction and awareness of consumer about the herbal cosmetics and its
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consumption pattern. As per the study, respondents/customers are aware of herbal cosmetic.
Cosmetics are no more considered luxury and consumers feel that cosmetics has higher amount
of chemicals which results into side effects. This has resulted into a switch to herbal products.
The firms have realized this change in behavior and has started providing herbal cosmetics. Miss
K.Subbulakshmi and Miss P.Geethamani concluded that there is an awareness about herbal
products among customers and they are also satisfied with the cost and quality of the products.

The study conducted by Nair and Prakash (2007), states that Understanding consumption
decision of consumers is a key to success of any business. Business organizations are spending
billions of dollars to know consumer’s attitudes, motivation to purchase and future behavioral
intentions of consumers. Out of 50 respondents most of the respondents (36%) were aged
between 15- 30 years. 26% of customers were aged between 30- 45 years and 20% were aged
above 60 years. 14% of respondents were in between 45- 60 years and only 4% aged below 15
years. The study was conducted to find out the consumers perception towards ayurvedic products
with special reference to Megha’s Herbo Care Ayurvedic Pharmacy. This pharmacy is a GMP
(Good Manufacturing Practice) certified pharmacy. The consumers have good opinion about the
products offered by the pharmacy. The pharmacy keeps a good relationship between its
consumers by providing good and quality products to them. All consumers of the company were
satisfied with the products and would like to recommend the products to others.

Ajeet Kumar and Anshu Ahuja (2017) carried a study on consumer behavior towards Patanjali
products. The objectives of the above study were to know about the perception, satisfaction level
and attributes of consumer about Patanjali products. The data was collected by the researcher
from 100 respondents in Haryana. They found that consumer was highly satisfied with Patanjali
products due to reasonable prices and due to curing ability. Consumer perception towards
Patanjali was found independent of Age, Gender and income level.

OBJECTIVE OF STUDY:
The study in hand is conducted keeping in view the following objectives:

 To study the brand perception of ‘PATANJALI’ in minds of Consumers

 To know the attributes that a customer keeps in mind while buying ‘PATANJALI’
Products
 To know how different channels lead to pushing sales of ‘PATANJALI’ products
 To know how advertisements, affect the sale of ‘PATANJALI’ products
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Variables:

 Consumer Preference

Customer Satisfaction rating of Patanjali Products

Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree

 Distribution Channel
Preference of channel for customer to buy – modern trade, online, offline retailers,
Patanjali outlets

 Price
Price sentiments of consumer towards the product
Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree

 Advertisements
Rating connect with product due to advertising campaigns
Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree

 Brand Ambassador
Effect of current brand ambassador to promote the products
Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree

 Quality
Customer perception regarding the quality of products
Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree

 Ayurvedic ingredients
Desirability of ayurvedic ingredients to buy the product
Scale: Strongly Disagree, Disagree, Cannot Say, Agree, Strongly Agree
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Framework:

Distribution Ayurvedic Consumer

Channel ingredients Preference

Price

Quality

Advertisements

Brand
Ambassador
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HYPOTHESIS:

1. Pricing of the product

 Ho = Price does not influence the consumer preference towards Patanjali products
 Ha = Price does influence the consumer preference towards Patanjali products

2. Quality of the product

 Ho = Quality does not influence the consumer preference towards Patanjali

products
 Ha = Quality does influence the consumer preference towards Patanjali products

3. Distribution Channel

 Ho = Distribution Channel does not influence the consumer preference towards

Patanjali products
 Ha = Distribution Channel does influence the consumer preference towards
Patanjali products

4. Advertisements

 Ho = Advertisements does not influence the consumer preference towards

Patanjali products
 Ha = Advertisements does influence the consumer preference towards Patanjali
products

5. Brand Ambassador

 Ho = Brand Ambassador does not influence the consumer preference towards

Patanjali products
 Ha = Brand Ambassador does influence the consumer preference towards
Patanjali products
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6. Ayurvedic Ingredients

 Ho = Ayurvedic ingredients does not influence consumer preference towards

Patanjali products
 Ha = Ayurvedic ingredients does influence the consumer preference towards
Patanjali products

RESEARCH METHODOLOGY:
INTRODUCTION:
As it is indicated in the title, this chapter includes the research methodology of the dissertation.
In more details, in this part the author outlines the research strategy, the research method, the
research approach, the methods of data collection, the selection of the sample, the research
process, the type of data analysis, the ethical considerations and the research limitations of the
project.

TYPE OF STUDY: This research is an exploratory research. Our research involves insight into
the rise in sale of Patanjali due to shift in consumer preference towards Ayurveda in last 5 years.
Our group has aimed at exploring the behavior or the preference of all the consumers from tier 1,
2 and 3 cities.

DATA COLLECTION: Our data is collected with the help of questionnaire which comprises of
20 questions based on different variables. The answers to 19 of these questions are on a Likert
scale with five level Likert items

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

DATA TYPE:

Primary data is used for the survey. 19 questions which use Likert scale are quantitative primary
data whereas the remaining 1 open ended question is qualitative primary data.

Quantitative data may also result from non-participant observations or other measurements (e.g.
in an experimental design). Also, sometimes data that are collected through qualitative processes
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(participant observation, interviews) are coded and quantified. Your research methods tutor can
give you further information on these types of data, but here are some common quantitative data
collection methods and their definitions:

SAMPLING:

The major aspect of survey is to gather the information about the extent of shift in customer’s
preferences towards Ayurveda. As customer for such a survey can be anyone, we have tried to
collect data from a variety of people.

The sample size is not restricted to any age group but is majorly focused on millennial as they
are the one’s driving the current changes in almost all the industry. The sample also includes
people from different tier of cities and of different gender. Their distribution is shown below.

Gender Distribution Age Wise Distribution

1% 1%
4%

Female
30,30%
Male
69,70%
94%

Female Male <20 20-35 35-50 >50

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City Wise Distribution

3, 3%
30, 30%

66, 67%

Tier 1 Tier 2 Tier 3

DATA ANALYSIS:

 Data Reliability and Validity.

 Outliers Status:
No outliers are present.

 Distribution normalization:
Skewness and Kurtosis of the data distribution is calculated and tabulated

Descriptive Statistics
N Mean Skewness Kurtosis
Std. Std.
Statistic Statistic Statistic Error Statistic Error
Consumer.
99 2.5354 -.158 .243 -1.060 .481
Preference
Price 99 3.4545 -.418 .243 .336 .481
Quality 99 3.4242 .084 .243 -1.480 .481
Distribution.
99 3.0303 -.376 .243 .311 .481
Channel
Promotion 99 2.4747 .220 .243 -.623 .481
Ingredients 99 2.8081 .281 .243 -.417 .481
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Brand. Ambassador 99 2.18 .568 .243 -.535 .481

Valid N (list wise) 99

It is evident distribution is not skewed as Skewness value lies within range of

±2σ. Whereas Consumer preference and Quality are found to be have a very high narrow
normal distribution as kurtosis crossed the limit of ±1σ

 Data Reliability test.

Reliability Statistics

Variable Cronbach's N of Items

Alpha

Consumer .565
Preference 3

Price .178
3
Quality .348
4
Distribution -.813
Channel 2

Promotion .397
3
Ingredients .493
3
Total .665
19
Remark: Cronbach’s alpha is negative for distribution channel as the questions for
which data are gathered are counter to each other.

 Data Visualization:
Strongly Cannot Strongly Grand
Variable Agree Agree Say Disagree Disagree Total
Consumer Preference 20 24 37 18 0 99
Price 2 9 38 42 8 99
Quality 0 1 55 43 0 99
Distribution Channel 5 16 51 25 2 99
Promotion 11 44 30 12 2 99
Ingredients 8 33 34 18 6 99
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Brand Ambassador 36 24 27 9 3 99

CONSUMER PREFERENCE
DisSatisfied Strongly Satisfied
18% 20%

Satisfied
24%
Cannot Say
38%

Strongly PRICE
Dissatisfied Strongly Satisfied
2% Satisfied
8%
9%

DisSatisfied
43% Cannot Say
38%
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QUALITY
Satisfied
1%

DisSatisfied
43%

Cannot Say
56%

DISTRIBUTION
Strongly CHANNEL
Dissatisfied Strongly Satisfied
2% 5%

Satisfied
DisSatisfied 16%
25%

Cannot Say
52%
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Strongly PROMOTION
Dissatisfied
Strongly Satisfied
DisSatisfied 2%
11%
12%

Cannot Say
30%
Satisfied
45%

INGREDIENTS
Strongly
Dissatisfied Strongly Satisfied
6% 8%

DisSatisfied
18%

Satisfied
33%

Cannot Say
35%
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 Data Descriptive:

Mean
Std.
N Minimum Maximum Std. Deviation
Statistic Statistic Statistic Statistic Error Statistic
Consumer Preference 99 1.00 4.00 2.5354 .10184 1.01331
Price 99 1.00 5.00 3.4545 .08527 .84844
Quality 99 2.00 4.00 3.4242 .05195 .51688
Distribution Channel 99 1.00 5.00 3.0303 .08428 .83854
Promotion 99 1.00 5.00 2.4949 .09235 .91889
Ingredients 99 1.00 5.00 2.8081 .10321 1.02695
Brand Ambassador 99 1 5 2.18 .112 1.119
Valid N (list wise) 99

 Frequency independency of Nominal Variables:

Chi-Square test is conducted to check the independence of frequency distribution
between the variables Age, Gender and City.
It is evident from the result as none of the Significance level is lower than 0.05 at 95%
confidence interval that the frequency distribution of variables is independent to each
other.
It is done between Age and Cities with Gender being factor.

Chi-Square Tests
Asymptotic
Significance
Gender Value df (2-sided)
male Pearson Chi-Square 13.327b 6 .058
Likelihood Ratio 13.504 6 .036
Linear-by-Linear
1.702 1 .192
Association
N of Valid Cases 69
female Pearson Chi-Square 8.333c 3 .060
Likelihood Ratio 9.467 3 .024
Linear-by-Linear
7.990 1 .005
Association
N of Valid Cases 30
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Total Pearson Chi-Square 14.852a 6 .051

Likelihood Ratio 14.839 6 .022
Linear-by-Linear
6.041 1 .014
Association
N of Valid Cases 99
a. 4 cells (33.3%) have expected count less than 5. The minimum
expected count is .52.
b. 6 cells (50.0%) have expected count less than 5. The minimum
expected count is .52.
c. 6 cells (75.0%) have expected count less than 5. The minimum
expected count is .60.

 Correlation between variables:

In economics variables like quality, price, availability will in general influence each
other. To check that we conducted correlation analysis between variables.
It is found that Baba Ramdev being brand ambassador has a prominent effect on brand
promotion which is evident in analysis.
As Pearson Correlation coefficient is significant as its value is less than 0.05 at 95%
confidence interval.

Correlations
Consume
r. Distributi Brand.
Preferenc Quali on. Promoti Ingredient Ambassado
e Price ty Channel on s r
Consumer Pearson
1 .319** .127 -.151 .471** .394** .264**
. Correlation
Preferenc Sig. (2-tailed) .001 .211 .135 .000 .000 .008
e N 99 99 99 99 99 99 99
Price Pearson
.319** 1 -.049 -.005 .298** .406** .106
Correlation
Sig. (2-tailed) .001 .632 .959 .003 .000 .299
N 99 99 99 99 99 99 99
Quality Pearson
.127 -.049 1 -.054 .001 .059 .042
Correlation
Sig. (2-tailed) .211 .632 .599 .989 .563 .682
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N 99 99 99 99 99 99 99
Distributi Pearson
-.151 -.005 -.054 1 -.020 .019 -.082
on. Correlation
Channel Sig. (2-tailed) .135 .959 .599 .845 .854 .419
N 99 99 99 99 99 99 99
Promotio Pearson
.471** .298** .001 -.020 1 .569** .255*
n Correlation
Sig. (2-tailed) .000 .003 .989 .845 .000 .011
N 99 99 99 99 99 99 99
Ingredient Pearson
.394** .406** .059 .019 .569** 1 .217
s Correlation
Sig. (2-tailed) .000 .000 .563 .854 .000 .031
N 99 99 99 99 99 99 99
Brand. Pearson
.264** .106 .042 -.082 .255* .217 1
Ambassad Correlation
or Sig. (2-tailed) .008 .299 .682 .419 .011 .031
N 99 99 99 99 99 99 99
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

 Influence of Demographic Variables

 Objective.
Association between demographic variables and satisfaction level. In most of the
cases the buying behavior of consumer is influenced by demographic variables.
Gender, age and city of living are the three variables that has been taken by the
researcher for the above study. With the help of suitable statistical techniques, the
association between independent variables and dependent variables will be measured.

 Impact of Cities on Variables:

One Way ANOVA is done with cities being independent variable and with other
dependent variables Consumer preference, Price, Quality, Ingredients, Distribution
channel, brand ambassador.

ANOVA
Sum of
Squares df Mean Square F Sig.
Consumer. Between
3.426 2 1.713 1.692 .190
Preference Groups
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Within Groups 97.200 96 1.012

Total 100.626 98
Price Between
1.139 2 .570 .788 .458
Groups
Within Groups 69.406 96 .723
Total 70.545 98
Quality Between
.291 2 .145 .539 .585
Groups
Within Groups 25.891 96 .270
Total 26.182 98
Distribution. Between
.458 2 .229 .321 .726
Channel Groups
Within Groups 68.452 96 .713
Total 68.909 98
Promotion Between
.081 2 .040 .052 .949
Groups
Within Groups 74.606 96 .777
Total 74.687 98
Ingredients Between
1.763 2 .881 .833 .438
Groups
Within Groups 101.591 96 1.058
Total 103.354 98
Brand. Ambassador Between
5.730 2 2.865 2.351 .101
Groups
Within Groups 116.997 96 1.219
Total 122.727 98

As significance is less than 0.05 in each case it is evident that city has no influence on
variable means.
 Impact of Gender on Variables:
One Way ANOVA is done with gender being independent variable and with other
dependent variables Consumer preference, Price, Quality, Ingredients, Distribution
channel, brand ambassador.
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ANOVA
Sum of
Squares df Mean Square F Sig.
Consumer. Between
1.225 1 1.225 1.195 .277
Preference Groups
Within Groups 99.401 97 1.025
Total 100.626 98
Price Between
.089 1 .089 .122 .727
Groups
Within Groups 70.457 97 .726
Total 70.545 98
Quality Between
.025 1 .025 .094 .760
Groups
Within Groups 26.157 97 .270
Total 26.182 98
Distribution. Between
3.796 1 3.796 5.655 .099
Channel Groups
Within Groups 65.113 97 .671
Total 68.909 98
Promotion Between
.503 1 .503 .657 .419
Groups
Within Groups 74.184 97 .765
Total 74.687 98
Ingredients Between
.240 1 .240 .226 .635
Groups
Within Groups 103.113 97 1.063
Total 103.354 98
Brand. Ambassador Between
2.658 1 2.658 2.147 .146
Groups
Within Groups 120.070 97 1.238
Total 122.727 98

As significance is less than 0.05 in each case it is evident that Gender has no
influence on variable means.
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 Impact of Age on Variables:

One Way ANOVA is done with Age being independent variable and with other
dependent variables Consumer preference, Price, Quality, Ingredients, Distribution
channel, brand ambassador.

ANOVA
Sum of
Squares df Mean Square F Sig.
Consumer. Between
9.037 3 3.012 3.124 .229
Preference Groups
Within Groups 91.590 95 .964
Total 100.626 98
Price Between
1.072 3 .357 .489 .691
Groups
Within Groups 69.473 95 .731
Total 70.545 98
Quality Between
.141 3 .047 .171 .916
Groups
Within Groups 26.041 95 .274
Total 26.182 98
Distribution. Between
1.572 3 .524 .739 .531
Channel Groups
Within Groups 67.337 95 .709
Total 68.909 98
Promotion Between
8.131 3 2.710 3.869 .072
Groups
Within Groups 66.556 95 .701
Total 74.687 98
Ingredients Between
2.801 3 .934 .882 .453
Groups
Within Groups 100.553 95 1.058
Total 103.354 98
Brand. Ambassador Between
9.893 3 3.298 2.776 .065
Groups
Within Groups 112.834 95 1.188
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Total 122.727 98

As significance is less than 0.05 in each case it is evident that Age has no influence
on variable means.

 Hypothesis Testing:

1. Pricing of the product

· Ho = Price does not influence the consumer preference towards Patanjali products

· Ha = Price does influence the consumer preference towards Patanjali products

Correlations
Consumer
Preference Price
Consumer Preference Pearson Correlation 1 .319**
Sig. (2-tailed) .001
N 99 99
Price Pearson Correlation .319** 1
Sig. (2-tailed) .001
N 99 99
**. Correlation is significant at the 0.01
level (2-tailed).

As significant is 0.001 which is less than 0.01 so we reject Ho implying price does influence
customer preference towards Patanjali products.

2. Quality of the product

· Ho = Quality does not influence the consumer preference towards Patanjali products

· Ha = Quality does influence the consumer preference towards Patanjali products

Correlations
Consumer Preference Quality
Consumer Preference Pearson Correlation 1 .127**
Sig. (2-tailed) .029
N 99 99
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Quality Pearson Correlation .127 1

Sig. (2-tailed) .211
N 99 99

As significant is 0.029 which is less than 0.01 so we reject Ho implying quality does influence
customer preference towards Patanjali products.

3. Distribution Channel

· Ho = Distribution Channel does not influence the consumer preference towards Patanjali
products

· Ha = Distribution Channel does influence the consumer preference towards Patanjali products

Correlations
Consumer Preference Distribution Channel
Consumer Preference Pearson Correlation 1 -.151

Sig. (2-tailed) .135

N 99 99
Distribution Channel Pearson Correlation -.151 1
Sig. (2-tailed) .135
N 99 99

As significant is greater than 0.01 for 99% confidence interval we accept Ho. Indicating
distribution channel don’t influence consumer preference.

4. Advertisements

· Ho = Advertisements does not influence the consumer preference towards Patanjali products

· Ha = Advertisements does influence the consumer preference towards Patanjali products

Correlations
Consumer Preference Promotion
Consumer Preference Pearson Correlation 1 .469**
Sig. (2-tailed) .000
N 99 99
Promotion Pearson Correlation .469** 1
Sig. (2-tailed) .000
N 99 99
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**. Correlation is significant at

the 0.01 level (2-tailed).

As significant is 0.000 which is less than 0.01 so we reject Ho implying promotion does
influence customer preference towards Patanjali products.

5. Brand Ambassador

· Ho = Brand Ambassador does not influence the consumer preference towards Patanjali
products

Ha = Brand Ambassador does influence the consumer preference towards Patanjali products

Correlations
Consumer Preference Ingredients
Consumer Preference Pearson Correlation 1 .394**
Sig. (2-tailed) .000
N 99 99
Ingredients Pearson Correlation .394** 1
Sig. (2-tailed) .000
N 99 99
**. Correlation is significant at
the 0.01 level (2-tailed).

· As significant is 0.000 which is less than 0.01 so we reject Ho implying ingredients does
influence customer preference towards Patanjali products.

6. Ayurvedic Ingredients

· Ho = Ayurvedic ingredients does not influence consumer preference towards Patanjali products

· Ha = Ayurvedic ingredients does influence the consumer preference towards Patanjali products

Correlations
Consumer Preference Brand Ambassador
Consumer Preference Pearson Correlation 1 .264**
Sig. (2-tailed) .008
N 99 99
Brand Ambassador Pearson Correlation .264** 1
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Sig. (2-tailed) .008

N 99 99
**. Correlation is
significant at the 0.01 level
(2-tailed).
As significant is 0.008 which is less than 0.01 so we reject Ho implying Brand ambassador does
influence customer preference towards Patanjali products.

CONCLUSION:
This survey provided us to conclude that consumer preference towards Patanjali products is
influenced by Price, Quality, Brand Ambassador, Ayurvedic ingredients and Advertisements but
is not influenced by the Distribution Channel.

REFERENCES:

1. Khanna, Rupali. (2015). Customer Perception towards Brand: A Study on ‘Patanjali’.

Global Journal of Management and Business Research: E Marketing Volume 15 Issue 9
Version 1.0

2. Subbulakshmi, Geethamani (Sep 2017) A study on customers perception towards

cosmetic items in Patanjali products with special reference to Tirupur city.
Intercontinental journal of marketing research review issn:2321-0346 - online issn:2347-
1670 - print -impact factor :4.311 volume 5, issue 9

3. Rajani.P(Dec 2016) Consumer perception towards ayurvedic products with special

reference to Megha’s Herbo care ayurvedic pharmacy, Varode, Palakkad. International
Journal of Commerce, Business and Management (IJCBM)

4. Agarwal, Anuja, Gupta, Sakshi, Gupta, Srashti and Nautiyal, Vinayak (2017, January)
The Impact of Patanjali Products on the FMCG Business Hither to Dominated by Multi-
Nationals like Hul, P&G, Nestle etc. International Journal of Informative & Futuristic
Research, V4/E5, pp.6361-6382
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5. Kumar Ajeet, Ahuja Anshu (2017), Consumer behavior towards Patanjali products: a
study on consumers with reference to Rohtak district of Haryana, Kaav International
Journal of Economics, Commerce & Business Management

6. Kumar, M. R., & Janagam, D. (2011, March). Export and Import Pattern of Medicinal
Plants in India. Indian Journal of Science and Technology, IV(3), 245-248

7. Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market. International
Journal of Management and Science

ANNEXURE:

S.No Variable Questions Strongly Disagree Neutral Agree Strongly

No Disagree agree
1 2 3 4 5
1 1 I like ayurvedic products over other products

2 1 I recommend others to use ayurvedic products

3 1 Baba Ramdev is the main reason I believe

people buy Patanjali

4 2 I would like to buy ayurvedic products only on

discount sales

5 2 I will pay extra premium for ayurvedic products

6 2 I buy ayurvedic products as they are relatively

cheaper

7 3 I believe Patanjali uses ‘A’ grade ayurvedic

ingredients

8 3 Quality of Patanjali is not better than other

FMCG brands

9 4 In case of unavailability of Patanjali product, I

prefer to switch to other Ayurvedic product

10 4 In case of unavailability of Patanjali product, I

prefer switch to other non Ayurvedic product.
 BUSINESS RESEARCH ASSIGNMENT

GROUP 3

11 5 The nutrient contents being advertised pushes

me to buy Patanjali products

12 5 I prefer to buy products made by an Indian

FMCG company

13 5 I do not connect with flattery claims made by

other brand’s advertisements

14 6 I like the idea of the company to not use any

celebrities for brand endorsements

15 7 Yoga has influenced me to use Ayurvedic

products

16 7 I believe use of Ayurvedic products can help me

to lead a healthy lifestyle

17 7 I believe non ayurvedic products have side

effects

Worst Bad Not Sure Good Best

18 3 The FMCG brand I use now is

19 3 I believe Patanjali in comparison to my current

FMCG brand is

20 The channel I prefer to buy from