1.1.

Introduction
Customers are value maximizers. Perception is a person’s understanding or a
viewpoint about things around him, which ultimately results in positive or negative
satisfaction. Likewise, Satisfaction is a person’s feeling or disappointment, resulting
from comparison of a product that is perceived and actual performance in relation to
his or her expectations. In this paper, I have tried to study Customer Perception in
relation to products of Patanjali Ayurved Ltd, one of the fastest emerging brand in
India and world over. The study also intends to examine product range, the
customer’s spending patterns, buying behaviour, factors affecting their purchase, post
purchase behaviour of the customer in relation to Patanjali products and ultimately to
analyse the overall satisfaction level of Patanjali Customers.

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
theirhealth problem. The satisfaction brings in the retention of customer. Similarly,
Patanjali has been very successful in their consumer awareness programmes reaching
wide target audience. Credibility and reliability of Patanjali products and their good
quality becomes major buying motives among customers.Patanjali is enjoying the
advantageous position in market through spirituality element involved in its products.
It has crosses revenues of Rs. 10,000 Crores, and Acharya Balkrishna enters Forbes
Rich List with $2.5 billion.

Perception is a person’s understanding, an impression or a viewpoint about things

around him, which ultimately results in positive or negative satisfaction. Satisfaction
is a person’s feeling or disappointment, resulting from comparison of a product that is
perceived and actual performance in relation to his expectations. Satisfaction depends
on the consumer’s state of mind both at the time of purchase and at the time of
consumption. Many companies are aiming at higher satisfaction because customers
who are just satisfied, find it easy to switch when a better offer come along. Those
who are highly satisfied are much less ready to switch. In fact, emphasis has shifted
from mere satisfaction to delight of customers. High satisfaction results in high
customer loyalty.

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1.2.Statement of Problem
The statement of problem of this study are:
1. What is the consumer perception regarding Patanjali Product in Biratnagar ?

2. What are the factor consumer consider while buying Patanjali Product in
Biratnagar?

1.3.Objectives of the study

The objective of this study are:

1. To analyze the consumer perception regarding Patanjali Product in

Biratnagar.
2. To analyze the factor consumer consider while buying Patanjali Product in
Biratnagar

1.4.Rationale/Significance of the study

This study will be helpful for the seller of Patanjali Product in Biratnagar as well as to
the consumer who want to buy Patanajli Product. This study will also be helpful to the
future researcher and people who want to know about the consumer perception of
Patanjali Product in Biratnagar.

1.5.Literature Review
1.5.1. Conceptual Framework
Customer Perception is a buyer’s observation and viewpoint about the product he
bought and used. It is his post-purchase psychological repercussion which may result
in positive or negative state of mind. It drives customer towards satisfaction or
dissatisfaction. Buyer’s satisfaction is influenced by service quality, product quality
and price. Satisfied customers lead to word of mouth publicity. It can spread faster
than advertising. Product should have ability to deliver value satisfaction to consumer.
This satisfaction may be both real and psychological. A product is often referred as
bundle of utilities or a bundle of value satisfaction. Therefore, company must think of
itself not as producing products but as providing customer creating value satisfaction.
Higher consumer satisfaction level is important for company as it will lead to higher
sales value and higher profits. Satisfaction can be derived by marketers by
understanding the customers’ perception.

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1.6.Research Methodology
1.6.1. Research Design
This study will be based on descriptive research design.
1.6.2. Population and Sample
Consumer of Patanjali Product in Biratnagar is our population of the study. Among
them 20 respondent will be our sample of the study.
1.6.3. Sources of data
This study will be based on primary sources of data.
1.6.4. Data Collection Procedure
The data for this study will be collected through questionnaire.
1.6.5. Data Analysis Tools
This data analysis tools for this study will be table and diagram.
1.7.Limitation of the study

The limitation of this study are:

1. This study will be based on Patanjali Product in Biratnagar only.

2. This study will be based only primary sources of data for analysis.
3. This study will be use on limited tools such as table and diagram for analysis.

1.8.Organization of the study

This study will be divided into three chapter.
Chapter one is the introduction chapter of the study. It includes background of the
study, statement of problem, objectives of the study, significance of the study, review
of related literature, research methodology, research design, population and sample,
and data analysis tools.

Chapter two is the Presentation and analysis of data. This chapter analyze the
collected data through different table and diagram.

Chapter three is the summary and conclusion. This chapter provide summary and
conclusion of the study.

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 References

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.

Acharya, N. (2011, June 9). Meet Ramdev the Marketing Guru. The Business
Standard.

Kotler, P. (2008). Marketing Managment (11th ed.). New Delhi: Pearson Education

Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market.

International Journal of Management and Science