Patanjali Products and Market Efficiency: Mahesh K.M Arabhi Krishna K.A

International Journal of Management, IT & Engineering
Vol. 8 Issue 2, February 2018,

ISSN: 2249-0558 Impact Factor: 7.119
Journal Homepage: http://www.ijmra.us, Email: editorijmie@gmail.com
Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial
Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage as well as in Cabell’s
Directories of Publishing Opportunities, U.S.A
Patanjali products and Market Efficiency
Mahesh K.M*
Arabhi Krishna K.A**
Abstract
Indian consumer segment is broadly segregated into
urban and rural markets, and is attracting marketers from
across the world. Global corporations view India as one
Keywords: of the key markets from where future growth is likely to
Segmants emerge. The growth in India’s consumer market would be
Consumer Behaviour primarily driven by a favorable population composition
Consumer Satisfaction and increasing disposable incomes. To purchase a product
. the customer will go through a process of buying
behavior. Patanjali Ayurveda home-grown firm in
businesses such as food, consumer packaged goods and
healthcare. According to IIFL Institutional Equities report
patanjali is expected to create revenues of Rs.20,000crore
by fiscal year 2020. So the present study is conducted in
the Ernakulam district of Kerala.this study also aims at
identifying customer’s perception towards products from
Patanjali.
*
Assistant Professor, Rajagiri College Of Social Scieneces, Kalamassery
**
Assistant Professor, St. Albert's College,Ernakulam
1 International journal of Management, IT and Engineering

http://www.ijmra.us, Email: editorijmie@gmail.com
ISSN: 2249-0558 Impact Factor: 7.119
1. Introduction
A well-known yoga guru Baba Ramdev started an association PatanjaliAyurved in 2007. The
main aim of the company is to bring awareness among Indian people towards swadeshi products.
Also the profits earn by the company will be either plough back or profits will be used for social
welfare. The firm, to increase its sales, also provides its products at discount. Patanjali is also
said that it will be very beneficial for consumer to shift in their preferences towards herbal and
ayurvedic products which are deemed to be healthy and also closure to nature. It has also placed
itself as a swadeshi brand, which has a request among a class of consumers. 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. The firm, in fact, has priced its product at a significant discount to others in a
number of categories, which is helping drive sales. Patanjali is also said to be benefiting from a
shift in consumer preferences towards herbal and ayurvedic products which are considered to be
closer to nature. It has also positioned itself as a swadeshi brand, which has an appeal among a
category of consumers.
2. Objectives of the study

 To know why consumer prefer Patanjali products.
 To examine purchasing behavior of the consumer gender wise and age wise.
 To know why customers are attached with Patanjali products.
 To know the source of consumer preference.
3. Research Method
This paper is based on primary data collected through questionnaires from 50users of Patanjali
Products within Ernakulam District. The questionnaire design is built up to know the type of
products people use, the reason for their buying such product and their post buying satisfaction
level from that product. Secondary sources have been used to collect information about
Patanjali‟ brands. Journals, articles, research reports and government documents were reviewed
to get the insight of the previous interventions that the stakeholders and policy makers have
already in place. A Study on Patanjali‟ has ever changing marketing scenario over the globe has
amplified the role of brand at unparalleled level. Every person is a consumer of different brands

at the same time. For analyzing the data and providing the relative of the research outcome
suitable statistical techniques were applied.
4. Data Analysis
Table 1. Age wise classification of respondents
Age in intervals No of respondents
15-25 4(8%)
26-35 10(20%)
36-45 24(48%)
46-55 08(16%)
56-65 04(8%)
Total respondents 50(100%)
(Source: Primary data)
Refers to age where Patanjali products are being preferred by the age group of 36-45 followed by
the age group 26-35.Youngsters are not that much interested in Patanjali products.
Table 2. Gender wise classification of respondents

Gender No of respondents
Male 20(40%)
Female 30(60%)
The table indicates gender wise classification of the respondent. Among the respondents Female
respondents were more then male respondents.
Table 3. Occupation wise classification of respondents

Occupation No of respondents
Employees 18(36%)
Business 10(20%)
Agriculture 3(6%)
Students 12(24%)

House wives 7(14%)

Table 3 refers to the classification of respondentson the basis of occupation .which shows
that36% of the respondents areemployees followed by students who consist of 24%.
Table 4. Occupation wise classification of respondents
Factors Strongly Agree Neutral Disagree Strongly Total Ranking
Agree Disagree
Reasonable price 28(56%) 25(50%) 5(10%) 3(6%) 3(6%) 50(100%) 2
Good quality 13(26%) 30(60%) 5(10%) 1(2%) 1(2%) 50(100%) 1
Healthy 12(24%) 25(50%) 10(20%) 2(4%) 1(2%) 50(100%) 5
Brand 26(32%) 12(24%) 8(16%) 2(4%) 2(4%) 50(100%) 6
Swadeshi 20(40%) 16(32%) 6(12%) 4(8%) 4(8%) 50(100%) 3
Advertisement 7(14%) 30(60%) 8(16%) 2(4%) 3(6%) 50(100%) 7
Availability 11(22%) 25(50%) 10(20%) 2(4%) 4(8%) 50(100%) 4
Table 4 refers the preferences of respondents towards Patanjali product where 7 factors were
taken and based on the Frequency the ranking was allotted. Five Likert scale was used to
measure the consumer response
.60% of the respondents sayquality is the factor which has more impact on respondents as
compared to price, availability and other factors The ranks are based on the frequency of the
factor having impact on consumer
Table 5. Types of products consumer purchases

Products No of respondents
Ayurvedic 5(10%)
Cosmetics 15(30%)
Food 20(40%)
Detergents 10(20%)

Most of the respondent frequently purchase ayurvedic product followed by cosmetic items.
Table 6. Refer product to others

Refer product to others No of respondents
Yes 40(80%)
No 10(20%)
Table 7. Reason for Reference.

Factors No of Respondents
Trust 10(20%)
Quality 20(40%)
Health 8 (16.3%)
Swadeshi 2(4%)
price 10(20%)
Table 7 refers to Resons for referring products from patanjali. Majority of the respondents 40%
opines that the quality is of the product is the reason for referring the products to othersfollowed
by trust and health
5. Conclusion
The study has revealed that the people between the age group of 26-45 are the major consumers
of Patanjali products. It was observed that between age group 0f 26-35 years are preferring
cosmetics. The rest of the age groupsprefer food related products. Hence the mileage can be
taken to drive the market as people are becoming morehealth conscious by introducing healthy
food products. Resons for referring products from patanjali Majority of the respondents 40%
opines that the quality is of the product is the reason for referring the products to others followed
by trust and health.It was observed in the study 60% of the respondents say quality is the factor

which has more impact on respondents as compared to price, availability and other
factors.However Patanjali is enteringinto much business it is suggested that it focus on more
cosmetic, health and food related products.
6. References
[1] Khare CP. Indian Medicinal Plants. 1 st ed. Berlin/Heidlburg: Springer verlang; 2007.
[2] Nadkarni KM, Nadkarni AK. Indian MateriaMedica. 3 rd ed. Mumbai: Popular Prakashan;
2005.
[3] Kiritikar KR, Basu BD. Indian Medicinal Plants, Vol. 8. Dehradun: International Book
Distributors; 1999
[4] Arya V, Kaur R. Kangrian medicinal flora. 1 st ed. Kangra, H.P.: PranavPrakashan; 2012.
[5] Arya V, Kaur R, Kashyap CP, Sharma V. Therapeutic Potency of
OcimumKilimandscharicumGuerke - A
Review. Global J Pharmacol 2011; 5(3):191-200.
[6] Gupta V.K, Arya V. A review on potential diuretics of Indian medicinal plants. J Chem
Pharm Res 2011;
3(1):613-620.
[7.] www.jogindernagar.com [Accessed on 11th July 2012]
[8.]http://www.ayurvedicbazaar.com/ayurvedic_books.php
[9] http://sublimemagazine.com/health-beauty/why-useherbal-medicine
[10] https://en.wikipedia.org/wiki/Patanjali_Ayurved


Patanjali Products and Market Efficiency: Mahesh K.M Arabhi Krishna K.A

Uploaded by

Copyright:

Available Formats

Patanjali Products and Market Efficiency: Mahesh K.M Arabhi Krishna K.A

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Patanjali Products and Market Efficiency: Mahesh K.M Arabhi Krishna K.A

Uploaded by

Copyright:

Available Formats

International Journal of Management, IT & Engineering

Vol. 8 Issue 2, February 2018,

Patanjali products and Market Efficiency

1 International journal of Management, IT and Engineering

2. Objectives of the study

2 International journal of Management, IT and Engineering

Table 2. Gender wise classification of respondents

Table 3. Occupation wise classification of respondents

3 International journal of Management, IT and Engineering

House wives 7(14%)

Table 5. Types of products consumer purchases

4 International journal of Management, IT and Engineering

Table 6. Refer product to others

Table 7. Reason for Reference.

5 International journal of Management, IT and Engineering

6 International journal of Management, IT and Engineering

You might also like