SYNOPSIS
On
“CONSUMER BUYING BEHAVIOUR TOWARDS PATANJALI PRODUCTS WITH
RESPECT TO FMCG MARKET ”
For partial fulfillment of the requirement for the Degree of
Master of Business Administration (Full-Time)
Batch 2017-19
Submitted to: Submitted by:
Mrs. PALLABI MUKHERJEE RAVI SHARMA
IBMR IPS ACADEMY, INDORE MBA 3RD SEM (SECTION- B)
1
IBMR IPS ACADEMY
Rajendra Nagar, A.B. Road, Indore – 452012 (MP)
07 REFERENCE 11
TABLE OF CONTENT
01 INTRODUCTION 3-4
02 COMPANY PROFILE 5
03 REVIEW OF LITERATURE 6-7
04 RESEARCH METHODOLOGY 8
05 RATIONAL OF THE STUDY 9
06 OBJECTIVE 10
S. NO. CONTENTS PAGE NO.
2
INTRODUCTION
Patanjali Ayurved was formed in January, 2006 as a private limited
company by yoga guru Ramdev and his partner Sri Acharya
Balkrishnaji. In June, 2007, it was converted to a Public Ltd.
Company. It is registered under the Companies Act, 1956 and has its
registered office in Bijwasan, New Delhi and three other offices in
Haridwar. The company was started with the vision of uplifting the
life of Indian farmers by locally sourcing the raw materials from them
and making their lives better while at the same time provide an
opportunity to the Indian masses to move towards healthy lifestyle
by promoting Ayurveda and herbal products.
Patanjali Ayurveda limited is an Indian FMCG company.
Manufacturing units and headquartersare located in the industrial
area of Haridwar while the registered office is located at Delhi. The
Company Manufacturing Mineral and Herbal Products. It also has
manufacturing units in Nepal gram udhyog and imports majority of
herbs in India from Himalayas of Nepal.
Ramdev baba has stated in his interview with CNN-News18 that
profile from Patanjali Product goes to charity. Patanjali started its
operatation with patanjali yogpeeth in haridwar, Uttarakhand.
Patanjali yogpeeth is one of the largest yoga Institute in the country.
Swami Ramdevji maharaj and Acharya Balkrishnaji Maharaj set up
Patanjali Ayurveda Pvt Ltd for treatment, research and development
and for the manufracturing of Ayurvedic medicines in Yoga and
Ayurveda. Patanjali Yogpeeth offers treatment and scientific
3
research and has brought a revolution when it comes healthcare in
the country with the combined of Yoga and Ayurveda.
It is the one of the consuumer goods and herbal parks in the world
class manufacturing machinery and R&D facilited by its presence in
most consumer categories. The company is working on plugging the
gap in the supply chain and distribution with plans afoot to
implement ERP for better inventory management and consolidate its
online presence.
Strong innovation and new product pipeline ,pricing discount to the
pers, ayurvedic and natural propositations with low A&P spend
(leaveraging Baba Ramdev’s brand pull) lend Patanjali’s products an
edge over competition. However, distribution remains a key
monitorable.
4
COMPANY PROFILE
Patanjali Ayurveda Limited (PAL), registered under the company’s act
1956 with its registered office at New Delhi and three manufacturing
units at Haridwar, uttarakhand. The manufacturing units in Haridwar
have the capacity to process – ton of raw materials, rolling out –
products in medicine, food, cosmetic and toiletries. As part of the
company’s future strategy to increase supply and target a larger
customer base, PAL plans to set up manufacturing units in each state
with an investment of about INR –million to INR - million.
Patanjali products were available only in patanjali branded stores
and aroygya Kendras. However since -% of FMCGs are bought from
mom and pop stores, they have appointed around – distributors to
penetrate these outlets. In addition to this, PAL has also tied up with
modern retailer futures group in order to further Plan to roll out
more in uttarakhand, Uttarpradesh, Bihar, Chhattisgarh, Assam and
Rajasthan.
Patanjali Ayurved sells through nearly 4,700 retail outlets as of
May 2016. Patanjali also sells its products online and is planning to
open outlets at railway stations and airports. Patanjali Ayurveda has
tied up with Pittie Group and Kishore Biyani's Future Group on 9
October 2015. As per the tie-up with Future Group, all the consumer
products of Patanjali will be available for the direct sale in Future
Group outlets.
5
Patanjali Ayurved has also started its FMCG expansion in form of
dealership and distributorship channels across the country and
expects wider growth in Overseas distribution as well.
REVIEW OF LITERATURE
Studies on consumer behaviour particularly in the Indian context are
limited some of such important studies are briefly reviewed in the
following papers Subrahamanyam & others (1982) conducted a
study on "Marketing of consumer goods" in Vishakapatnam. It was
found that large number of respondents purchased consumer
products from private retail shop followed by super bazaar &
consumer co-operative store and housewife played a vital role in
taking purchase decision Deviprasd Mukherjee (2012) conducted a
study entitled Impact of celebrity endorsement on Brand Image
brands with images that are consistent with the image of a celebrity
that they aspire to be like, particularly in the case when the image of
the celebrity and the brand match. -brand connection for
KisanShivajirao Desai (2014) stated that "A study on Consumer
Buying Behaviour of Cosmetic Products in Kolhapur".
The research attempts to study the consumer buying behavior
of cosmetic products in an Indian settings, specifically with reference
to Kolhapur.The purpose of this paper is to investigate the various
factors that has impact on buying decision of consumers. In this
paper, respondents were selected by convenient sampling method
and data was analyzed and interpreted with the help of statistical
techniques.
S ubrahmanian and Venkatesan (2011) suggested that
awareness level towards ayurvedic products was more among
6
elderly men. Lack of facility and availability was a major hindrance in
the popularity of herbal products.
According to Kotler and Armstrong (2009) at the evaluation
stage, the consumer ranks brand and forms purchase intentions. Two
factors can influence purchase intention and decision, the consumer
attitude and the consumer’s expected income, price and expected
products benefits.
According to Philip Kotler, (2004) current brand image of the
company and its productsis done by familiarity and favourability
study. The familiarity is to measure the target audience’s knowledge
about the brand and its product.
7
RESEARCH METHODOLOGY
Study:
Present study is an exploratory type of study. It attempts to study
the customer perception and awareness for Patanjali FMCG products
in India. Our study relied on a random sample that was distributed
through self-administered survey questionnaire.
Place of the Study:
The study will be conducted in PAN india.
● Data Collection Methods:
Primary Data Collection:
A structured questionnaire will be used as instrument to conduct the
study.
Secondary Data Collection Method:
Journals, Articles, Newspaper, Magazines, Books, Internet and other
sources have been used as secondary data for the study.
8
Data Interpretation:
Pie Chart, Bar Graph, will be used to interpret and present the data.
RATIONALE OF STUDY
The Rationale of the study is to get a deep knowledge and idea about
Patanjali medicine, food, cosmetic and toiletries andpersonal care
sector.
The need of the study is to know how much consumer give
preference to the brand of goods whether the customer are satisfied
with the all product of patanjali company and how far the company
is able to satisfy the customer in terms of quality and cost factors.
9
OBJECTIVES 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 study the satisfaction level of consumers after using
PATANJALI' Products.
To study the influence ofdemographic variables such as gender,
age , occupation and incomes etc on the buying behviour of the
consumers.
10
REFERENCE
● Rani, S., & Shukla, C. (2012). Trend of patanjali products:
an ayurvedic magic wand for healthyliving. Paripex -
Indian journal of research, 1(9), 93-94.
● Ali, M. I., & Yadav, M. (2015). A study of consumer
perception of herbal products in Bhopal.
● International Journal Of Management Studies , 2(1),
69-80White, David Gordon (2014), The Yoga Sutra of
Patanjali: A Biography, Princeton University
● "The Yoga Sutras of Patanjali"
● Jonardon Ganeri, Artha: Meaning, Oxford University Press
2006,
● http://www.ibef.org/industry/indian-consumermarket.aspx
● http://patanjaliayurveda.com/en/company-profile
● http://www.natureandherbs.co.uk/shop/patanjali/?p=all
● https://www.google.co.in
11
