CHAPTER 4

FINDINGS,CONCLUSION &
RECOMMENDATIONS
4.1 FINDINGS

From the analysis it is found that most of the customers are aware of the product through
advertisement, customers are satisfied with the quality & price of the product.

All the selected respondents were selected the product due to chemical free.

It is noticed that majority of respondents have shifted from allopathic products to

ayurvedic products after Patanjali came into market.

Some users of Patanjali believe that they would /and see no results in long run.

Some recently shifted from other herbal/ayurvedic brands to Patanjali and they are highly
satisfied after usage. They have become customer loyalists of Patanjali due to favouraable
factors of Patanjali.

Maximum People are not aware of other sub-outlets of Patanjali in the market.

Reasons for not preferring Patanjali because of its undesired results, no results in long run,
and other specific reasons.

Patanjali products are maximum easily available everywhere .

Maximum people are aware of patanjali’s products.

Even if they don’t use it still they recommend other because of trusted efficacy,no harmful
side effects,affordable etc.

Even if they buy patanjali’s product but still they prefer patanjali in herbal products. They
also recommend others as its affordable with no such side effects claimed so far.

People who prefer allopathic products over ayurvedic products still prefer Patanjali in
ayurvedic products.
Those who prefer other brands in herbal products also prefers to use Patanjali.

After data analysis and interpretation, i conducted a SWOT Analysis (Strengths,

Weaknesses Opportunities, Threats) about Patanjali. SWOT Analysis is a study
undertaken of an organization to identify its internal strengths and weaknesses, as well as
its external opportunities and threats.

Strength

Spiritual connect with the consumer en masse. Herbal products with natural ingredients
Strong and Innovative R&D
Baba Ramdev – face of the brand

Weakness

Controversies like noodles not approved by FSSAI at the time of launching

Products like putrajeewak which creates negative impact on the brand Strong
competitors and low exports

Opportunity
There is a large domestic market for FMCG Products
Low entry barrier for new and innovative herbal products

Threats

Competitors keeping a close eye on the growth of Patanjali Ayurveda

Controversies around the Patanjali group

Weak supply chain as compared to the competitors

4.2 SUGGESTIONS

Patanjali is really a great Indian brand. I admire the brand for its quality, honesty and the
spirit of Indian nationalism behind it.
Patanjali’s products are excellent, even superior to its competitors. But, having excellent
products alone does not promise success in consumer markets.

Patanjali can become even more successful by:

Proper marketing and branding has to match. With great products which compare with or
surpass their MNC competition perfectly, Patanjali needs to work on its customer
experience side as well. Even though I am its customer and want to remain loyal to the
brand, there are some problems which disturb me. Here are some weak customer
experience aspects the brand must improve upon.

Good products must be made available consistently. Out-of-stock products give a window
to competition to win our customers. When we go to a Patanjali outlet, we are not sure
whether we will surely get a particular product or not, because one or the other product is
out-of-stock regularly. Patanjali needs to stengthen its supply and distribution chain.

The stores are cramped. They look like a shop-cum-godown. A customer has to struggle
her way through assorted items, cartons, boxes etc. spread across the store. The stores
must be designed for a pleasant shopping experience. A revamp is a must.

The stores are under-staffed. The customers have to wait for a long time for their turn to
be attended. Whatever staff is present, it is indifferent at best. They are like MTNL
employees in the midst of the efficient telecom industry. They need to be customer
friendly.

The stores have very restrictive timings. Also, they don’t give any carry bags (plastic,
paper, cloth – nothing). Again, customer-centric approach is required.

Overall, the customer feels less than happy shopping at a Patanjali outlet.

This is typical of many Indian enterprises, which make great products but fail miserably in
marketing, branding and customer experience management. This gives room to MNCs to
succeed in the market with aggressive marketing even though they have inferior products.

I wish that brand Patanjali succeeds by being relevant to the largest customer base. In its
today’s avatar, it is just another incarnation of a Khadi Bhandar. If it wants to compete
successfully with the HULs, P&Gs, Nestles or Britannias it will have to shape itself up
appropriately.

It is promoting swadeshi movement.

Either Patanjali should tighten its retailing to be more relevant or it should get out of
retailing and get distributors who can sell it aggressively and appropriately in the manner
the customer expects.

It is time Khadi Bhandar grows up. Or risk becoming overshadowed by swanky, modern
malls
4.3 CONCLUSION
Ayurvedic and Herbal remedies are available in all Patanjali and organic stores. Ayurvedic
products are reasonably cost effective and well accepted by customers. They are easily
available and do not have side effects. With its rich biodiversity and rich heritage of Indian
medicinal system, India would draw world attention as an abode of eco-friendly medicinal
systems that are in harmony with the nature, It is concluded that all the customers are
aware of the product, and the customers are satisfied with the quality and price of the
products.

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
VICCO,Khadi,Himalaya herbals,Naturals, pure roots, Vindhya herbals. Patanjali in order
to retain more customers and satisfy them, they must fulfill the claims made by the
company before any other brand may mushroom up and take away the benefits of
marketing through spirituality.
BIBLIOGRAPHY

Books:

 Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in

Specific Industry Contexts, University of Mannheim, p. 110.
 Lynn R. Kahle, Angeline G. Close (2011):Consumer Behavior
Knowledge for Effective Sports and Event Marketing. New York:
Routledge. ISBN 978-0-415-87358-1.
 Elizabeth A. Minton, Lynn R. Khale (2014): Belief Systems, Religion,
and Behavioral Economics. New York: Business Expert Press LLC.
ISBN 978-1-60649-704-3.
 Herbal Medicine for Market Potential in India: An
Overview(2008)Sharma, Shanker, Tyagi, Singh, & Rao

Websites

 https://www.patanjaliayurved.net/about

 http://www.business-standard.com/article/companies/baba-ramdev-s-
patanjali-aims-to-double-its-revenue-to-rs-10-000-cr-in-2016-17-
116042700061_1.html

 http://www.exchange4media.com/marketing/amazon-to-take- patanjali-
ayurved-overseas;-nine-international-markets-on- radar_66821.html

 http://www.ijetmas.com/admin/resources/project/paper/f2016071214
68379384.com

 http://economictimes.indiatimes.com/industry/cons- products/fmcg/baba-
ramdevs-patanjali-leases-1-2-million-sq-ft-for- warehousing-in-20-
cities/articleshow/53494548.cms
  http://www.edelresearch.com/showreportpdf-
30172/PATANJALI_AYURVED_-_VISIT_NOTE-OCT-15-
 EDEL
 http://patanjaliayurved.org/
 http://aayus.in/2016/01/02/overview-of-the-ayurveda-industry/
 http://www.francorp.in/ayurveda.php

 https://www.techsciresearch.com/news/1436-ayurvedicproducts- market-to-
grow-at-16-through-2021.html

 http://vibrantayurveda.in/?page_id=2083

References

 Shinde, D.T., and Gharat, S.J.(2017)

 Khanna, R.(2015)
 Rani, S., and Shukla, C.(2012)
 Cowman, 1999; Adesokan et al., 2008
 Mahesh Kumar (2008)
 Okigbo etal., 2008
 Bhatia(2008)
 Patwardhan et al (2005)
 Joudrey et al (2004)
 Nascimento et al., 2000
 Lucy and Edgar, 1999
 UNESCO, 1998
 World Health Organization (WHO, 1977)
ANNEXURE
Rebirth of Ayurveda in India-A study on Patanjali

* Required

1.Name *

2.Gender *
Mark only one oval.
Male
Female
Others

3. Age(Years) *
Mark only one oval.
Under 18
18-24
25-34
35-44
45-54
55 & Above

.4.Locality *

5. Type of Employment *
Mark only one oval.
Government
Non Government
Self Employed
Student
Others
 6. Monthly Income(in Rs.) *
Mark only one oval.
NA
Less than 15,000
15,001-30,000
30,001-60,000
60,001-1,00,000
1,00,000 Above

7. Which type of product do you prefer? *

Mark only one oval.
Herbal
Allopathic

8. What factors influenced/or would influence you to buy ayurvedic

products? *
Check all that apply.
Quality
Price
Trusted Efficacy
Easy Availability
Others
None

9. If herbal products, which brand do you prefer?

Mark only one oval.
Patanjali
Himalaya Herbals
Khadi Naturals
Ayur Herbals
Vicco
Emami
Others

10. Do you use Patanjali products? *

Mark only one oval.
Yes
No
11. How did you get to know about Patanjali products? *
Mark only one oval.
Product Display
Tv
Social Media
References
Newspaper
others

12. What factors influence you to buy Patanjali products?

Check all that apply.
Quality
Brand Name
Packaging
Influential Figures Associated
Price
Trusted Efficacy
Easy Availability
Others
None

13. Since how long have you been using Patanjali products?
*
Mark only one oval.
Last 6 months
6-12 months
More than 1 years
Never

14. How frequently do you purchase Patanjali products? *

Mark only one oval.
Never
Rarely
Sometimes
Often
Always
15. Which of the following types of Patanjali products do you use? *
Check all that apply.
Food Products
Health Care
Personal Care
Ayurvedic Medicines
Home Care
Publications
Others
None

16. Do you know about sub outlets of Patanjali? *

Mark only one oval per row.

Yes No
Arogya kendra
Patanjali Mega Store
Chikatsalya

17. Which is your prefered location to buy Patanjali products? *

Mark only one oval.
Medical Store
General Store
Super Market
Exclusive Store
Online
None

18. Are Patanjali products easily available in above mentioned

outlets? *
Mark only one oval.
Yes
No
I Don't Know

19. Have you received any side effects after using Patanjali products?
*
Mark only one oval.
Yes
No
 i don't know

20. Will you recommend any one to buy Patanjali products? *

Mark only one oval.
Yes
No
21. If yes, why will u recommend?
Mark only one oval.
Desired Results
Affordable
No harmful side effects
Fast Results
Others

22. If no,why won't you recommend?

Mark only one oval.
Undesired Results
Unaffordable
Side Effects
No Effects in Long Run
Others