A STUDY ON CUSTOMER SATISFICATION IN FMCG OF PATHANJALI

PRODUCTS

CHAPTER I

INTRODUCTION

They are important because Indian customers rely on the satisfaction of their near and dear
ones before actually buying or using the product. The satisfactions of the people around us
affect our decision to buy or not to buy the product. Satisfactions are highly subjective and
thus easily distorted.

The qualm of buying and not buying continues into the mind or the black box of the
prospective consumer unless his decision is not supported by many.

Thus in order to survive in the marketing environment of a country like India, brands need to
be positioned in the minds of people. India is already an attractive destination for brands to
set in due to favourable marketing conditions. India has known to be a hub of Herbal brands
as well since the herbal products are deeply associated with the spirituality sentiments of the
people.

A WHO (World Health Organization) study estimates that about 80 percent of world
population depends on natural products for their health care instead of modern medicines
primarily because of side effects and high cost of modern medicine (Sharma, Shanker, Tyagi,
Singh, & Rao, 2008) The worldwide herbal market products are around $6.2 billion and
estimated to reach $5 trillion by the year 2050 (WHO & Kumar & Janagam, 2011)

This paper carries out a study on what factors Author: Faculty & Research scholar (part-time)
Chandigarh University, Gharuan, Punjab. e-mail: rupalikhanna96@gmail.com affect buying
decision of the buyers for brand PATANJALI. Patanjali - a brand set up by PATANJALI
AYURVEDA LTD is backed by robust preaching and promotion of World renowned Guru
Swami Ramdevji and an international authority on Ayurveda and Traditional Herbs. The
company is set up with an objective to provide superior quality of products at fair price and to
get their customers rid off the chronic diseases by providing products which are organic and
natural. This concept of Herbal and Pure has gained momentum in India and across the world
since people now a days are more centered towards keeping themselves near to Nature due to
their commercialized routines.
PATANJALI AYURVEDA LTD has more than 100 different products in the catalogue for
Skin, Hair, Heart, Eyes and Kidney diseases. Patanjalis recent tie up with Future Group to
enter into FMCG segment through Big Bazaar Retail stores is another big advantage towards
the availability of Patanjali Products near to their consumers. The Patanjali Products have
rightly been placed at advantage by the very concept of Marketing through Spirituality

RATIONALE OF STUDY

Each company makes its own strategies for its products and brand. These strategies are made
keeping in to consideration all the internal (employees, stake holders, financial conditions)
and external (customers, competitors) factors. These strategies directly help the company to
increase the demand for its customer product which then helps increase the sales. These
strategies could be promotional strategies, pricing strategies distribution strategies etc.

Since nowadays, people are moving towards healthier lifestyle, thus trough this study I want
to know consumers satisfaction towards herbal products and strategies used by the company
to distribute its products on the basis of customers buying behaviour in Indore region.

OBJECTIVES OF THE STUDY

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

To study the brand satisfaction 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.

SCOPE OF THE STUDY:

Theresearch provided fruitful information about Patanjaliisproduct line users and brand satisf
action they have about Patanjali.

LIMITATION OF THE STUDY:

In this research, we examined factorsresponsble forbrand loyaltyof the

product to brand image of the Patanjali.
The study focuses on only the consumer
The was chosen due to easyaccessiblity and profound understanding of the market
 Another reason is that we had thorough understanding of the background information
necessary to do the survey and could easily use networking to obtain the sample.

CHAPTER II

REVIEW OF LITERATURE

REVIEW OF LITERATURE

Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi, India.
Anupam, Research Scholar, FMS, University of Delhi, Delhi, India.
Marketing as a discipline has evolved over a period of time where the traditional concept
imparts that goods were produced to be sold to the customers and the modern marketing
states that goods are produced according to the needs and demand of the customers. The
current marketing management emphasises on satisfying the needs of the customers without
any environmental degradation. The present study selected organic food and cosmetic
product categories for assessing the decision of the consumers towards such products. A total
of six manufacturers, three each from organic food and organic cosmetic products were
interviewed to gain insights about the organic industry in India. In the second phase, 45
respondents were interviewed to examine their purchase decision with respect to organic food
and cosmetic products. The results indicate that consumers are not so much aware about the
organic products. The study identified certain enablers and barriers of organic food purchase
which will offer guidelines to the marketers so as to understand the attitude and preferences
of consumers towards organic food and cosmetic products.
Eva Muller(1954) reported a study where only one-fourth of the consumers in her
sample bought with any substantial degree of deliberation. The Marshallian
model ignores the fundamental question of how product and brand preferences are formed.
Lee (2005), carried out study to learn the five stages of consumer decision making process in
the example of China. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic
effects such as gender, education, income and marital status. The author employed
questionnaire method in order to reach the objectives of the research. Analysis of five stages
of consumer decision making process indicate that impact of family members on the
consumer decision making process of purchasing imported health food products was
significant.

Blackwell et al (2006) Five Stages Model of consumer decision making process has also
been studied by a number of other researchers. Although different researchers offer various
tendencies towards the definitions of five stages, all of them have common views as they
describe the stages in similar ways. One of the common models of consumer decision making
process has been offered.

P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped them
in understanding the consumer satisfication on brand awareness and position of product in the
market. It was observed that consumers expectations were quality, benefits offered and
packaging of shampoos. Based on the results obtained, integrated marketing communication
was suggested; as a result an improvement of 8% to 12.6% was observed in target population.
[Samojlik, 2013]Herbal Medicines are used in the modern day for health maintenance, the
treatment or prevention of minor ailments and some chronic diseases, and they are often
taken in addition to conventional medicine in the more serious and/or chronic conditions.
[Brower; 1998]The Indian herbal drug market is about $ one billion and the export of herbal
crude extracts is about $ 80 million. The sales of these drugs account for almost 50% of the
herbal medicine market.
(Sharma, Shanker, Tyagi, Singh, & Rao, 2008)A WHO (World Health Organization) study
estimates that about 80 percent of world population depends on natural products for their
health care instead of modern medicines primarily because of side effects and high cost of
modern medicine.

(WHO & Kumar &Janagam, 2011)The worldwide herbal market products are around
$6.2 billion and estimated to reach $5 trillion by the year 2050

(Kotler, Keller, Koshy, & Jha,2014)marketing, satisfications are more important than
reality because satisfications affectconsumers actual behaviour.

According to Kurtz and Boone, (2006) different people have different satisfications of
objects or events based on theinteractions of two types of factors that are stimulus factors and
individual factors.
 CHAPTER III

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

This research is based on primary data collected through questionnaires from 100 users of
Patanjali Products within Punjab. 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. Also websites of natural products manufacturing company and
online document were investigated to conduct this research.

RESEARCH DESIGN

Research is an art of scientific investigation.

Research is a process of systematic study.
Research is a search of knowledge.
Research is an area of investigation which includes collection, analysis and
Interpretation of data.

RESEARCH METHODOLOGY

Research has to proceed systematically in the already planned direction with the help of a
number of steps in sequence.

To make the research systemized the researcher has to adopt certain methods. The method
adopted by the researcher for completing the project is called Research Methodology. A
Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
A Research is purely and simply the framework and plan for the study that guides the
collection and analysis of data. It is a blue print that is followed in completing a study.
TYPES OF RESEARCH DESIGN

Exploratory research design.

Descriptive research design.
Experimental research design.

DATA COLLECTION METHOD

Data refers to information or facts. It not only refers to numerical figures but also includes
descriptive facts.

The method of data collection includes two types of study, such as primary data and
secondary data.

PRIMARY DATA COLLECTION METHOD

It was collected directly from executives and customers. The information collected from
executives through personal and direct interview to collect primary data, a detail and
structured questionnaire was formed to suit the objectives of the study which contain definite
and predetermined questions, containing information relating to sales and service and its
products. Primary data is the data that is collected for the first time by the researcher. The
Primary data are collected with specific set of objective to assess the current status of any
variable studied. Primary data is useful only for particular period. Methods of Primary Data
Collection

The Main four methods used in primary data collection are:

Questionnaire
Schedule
Interview
Observation

In this study questionnaire method have been used QUESTIONNAIRE:

In this method, pre printed list of questions arranged in a sequence which is used by the
researcher for collecting data. The questionnaire is filled by the respondents. The
questionnaire is considered as the heart of the survey.
SECONDARY DATA:-

It was used mainly to support the primary data. Secondary data was collected through books,
annual reports, significant, literature from the organization and previous reports, magazines,
vouchers etc.

RESEARCH DESIGN TOOL:-

To make research various surveys are conducted they are as follows: The various data are
collected from primary and secondary source through the questionnaires; books, journals, old
reports and annual report were used.

SAMPLING SCHEME:-

A sample is a portion of the whole on which the study is based. Here a sample size of 100
respondents were chosen from different areas of and the questionnaires were duly filled data
relating to the objectives of the study is obtained by meeting customers, consumers, in area
like Hassan town.

SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It refers
to the technique or the procedure that the researcher would adopt in selecting items for the
sample. Sample design may as well lay down the number of items to be used.

SAMPLE PROCEDURE

Sampling is a procedure by which the respondents are selected. There are basically two types
of sampling methods are:

1. Probability sampling methods.

2. Non-Probability sampling methods. I

In this study area sampling method was adopted (Probability Sampling) the required number
of customers were not selected according to area sampling procedure but the required number
of sample

(sample size)
100 were selected.

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1

AGE OF THE RESPONDENT

Age
Frequenc Percent Valid Cumulative
y Percent Percent
20-30 26 26.0 26.0 26.0
30-35 34 34.0 34.0 60.0
35-40 19 19.0 19.0 79.0
Valid
Above 21 21.0 21.0 100.0
40
Total 100 100.0 100.0

INTERPRETATION
From the above table 4.1 it can be observed that the age of respondent are 26% of the
respondent is 20-30, 34 % of the respondent is 30-35, 19 % of the respondent is 35-40, 21 %
of the respondent is above 40
CHART 4.1

AGE OF THE RESPONDENT

TABLE 4.2

GENDER OF THE RESPONDENT

Gender
Frequenc Percent Valid Cumulative
y Percent Percent
Male 50 50.0 50.0 50.0
Valid Female 50 50.0 50.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table 4.2 it can be observed that the gender of respondent are 50 % of the
respondent is male, 50 % of the respondent is female.

CHART 4.2

GENDER OF THE RESPONDENT

TABLE 4.3

MARITAL STATUS OF THE RESPONDENT

Marital
Frequenc Percent Valid Cumulative
y Percent Percent
Married 51 51.0 51.0 51.0
Valid Unmarrie 49 49.0 49.0 100.0
d
 Total 100 100.0 100.0

INTERPRETATION
From the above table 4.3 it can be observed that the maritial status of respondent are 51 % of
the respondent is married, 49 % of the respondent is unmarried

CHART 4.3

MARITAL STATUS OF THE RESPONDENT

TABLE 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENT

Educational
Frequenc Percent Valid Cumulative
y Percent Percent
SSLC 25 25.0 25.0 25.0
Valid HSC 36 36.0 36.0 61.0
Graduate 20 20.0 20.0 81.0
 Post graduate 19 19.0 19.0 100.0
Total 100 100.0 100.0

INTERPRETATION
From the above table 4.4 it can be observed that the Educational qualification of the
respondent are 25 % of the respondent is qualified is SSLC, 36 % of the respondent is
qualified is HSC, 20 % of the respondent is qualified is graduate and 19 % of the respondent
is qualified is post graduate .

CHART 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENT

TABLE 4.5

EXPERIENCE OF THE RESPONDENT

Experience
Frequenc Percent Valid Cumulative
y Percent Percent
 1-2 years 23 23.0 23.0 23.0
2-3 years 35 35.0 35.0 58.0
3-4 years 20 20.0 20.0 78.0
Valid
Above 5 22 22.0 22.0 100.0
years
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.5 it can be observed that the experience of the respondent are 23 %
of the respondent is experience is1-2 years , 35 % of the respondent is experience is 2-3
years , 20 % of the respondent is experience is 3-4 years and 22 % of the respondent is
experience is above 5 years.

CHART 4.5

EXPERIENCE OF THE RESPONDENT

TABLE 4.6

MONTHLY INCOME OF THE RESPONDENT

Frequenc Percent Valid Cumulative

y Percent Percent
Below 22 22.0 22.0 22.0
Valid
20000
 20000- 36 36.0 36.0 58.0
30000
30000- 20 20.0 20.0 78.0
40000
Above 22 22.0 22.0 100.0
40000
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.6 it can be observed that the monthly income of the respondent are
22 % of the respondent is monthly income is below 20000, 36 % of the respondent is
experience is 20000-30000 , 20 % of the respondent is monthly income is 30000-40000 and
22% of the respondent is monthly income is above 40000.

CHART 4.6

MONTHLY INCOME OF THE RESPONDENT

TABLE 4.7

DO YOU KNOW ABOUT PATANJALI PRODUCT

Patanjai
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 54 54.0 54.0 54.0
Valid No 46 46.0 46.0 100.0
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.7 it can be observed that the know about that pathanjali products
are 54 % of the respondent are says that yes ,and 54 % of the respondent are says that no.
CHART 4.7

DO YOU KNOW ABOUT PATANJALI PRODUCT

TABLE 4.8

HOW DO RATE THE PATANJAI PROJECTS

rate
Frequenc Percent Valid Cumulative
y Percent Percent
Best in class 26 26.0 26.0 26.0
Valid Good 36 36.0 36.0 62.0
Moderate 16 16.0 16.0 78.0
 Not good 22 22.0 22.0 100.0
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.8 it can be observed that the rate of the pathanjali products are 26
% of the respondent are says that Best in class , 36 % of the respondent are says that good ,
16 % of the respondent are says that moderate and 26 % of the respondent are says that not
good .

CHART 4.8

HOW DO RATE THE PATANJAI PROJECTS

TABLE 4.9

HOW DO YOU RATE THE PRODUCT EFFICIENCY OF PATANJAI

efficiency
Frequenc Percent Valid Cumulative
y Percent Percent
Best in class 30 30.0 30.0 30.0
Good 34 34.0 34.0 64.0
Valid
Immediate 15 15.0 15.0 79.0
response
 Slow response 21 21.0 21.0 100.0
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.9 it can be observed that the product efficiency of Patanjali are 30
% of the respondent are says that Best in class , 34 % of the respondent are says that good
, 15 % of the respondent are says that moderate and 21 % of the respondent are says that not
good .

CHART 4.9

HOW DO YOU RATE THE PRODUCT EFFICIENCY OF PATANJAI

TABLE 4.10

WHY DO YOU LIKE PATANJAI PRODUCT LITERATURE

literature
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Easy to understand 28 28.0 28.0 28.0
 Highly 34 34.0 34.0 62.0
Knowledgeable
No side effect this 15 15.0 15.0 77.0
product
Tough to understand 23 23.0 23.0 100.0
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.10 it can be observed that the you like Patanjai product literature are
28 % of the respondent are says that Easy to understand , 34 % of the respondent are says
that Highly Knowledgeable , 15 % of the respondent are says that No side effect this
products and 23 % of the respondent are says that Tough to understand.

CHART 4.10

WHY DO YOU LIKE PATANJAI PRODUCT LITERATURE

TABLE 4.11

ARE YOU SATISFIED WITH THE BEHAVIOUR OF THE PATANJAI PEOPLE

Frequenc Percent Valid Cumulative

y Percent Percent
Very 29 29.0 29.0 29.0
much
Valid
Yes 44 44.0 44.0 73.0
Not good 27 27.0 27.0 100.0
 Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.11 it can be observed that the satisfied with the behaviour of the
Patanjai people are 28 % of the respondent are says that very , 34 % of the respondent are
says that much , 15 % of the respondent are says that yes and 23 % of the respondent are
says that not good .

CHART 4.11

ARE YOU SATISFIED WITH THE BEHAVIOUR OF THE PATANJAI PEOPLE

TABLE 4.12

WHAT IS THE DEMAND OF PATANJAI PRODUCT?

demand
Frequenc Percent Valid Cumulative
y Percent Percent
 High selling 28 28.0 28.0 28.0
Low selling 44 44.0 44.0 72.0
Valid Average 28 28.0 28.0 100.0
selling`
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.12 it can be observed that the demand of the Patanjai products is
28 % of the respondent are says that high selling , 34 % of the respondent are says that
low selling , 15 % of the respondent are says that average selling .

CHART 4.12

WHAT IS THE DEMAND OF PATANJAI PRODUCT?

TABLE 4.13

WHAT ARE THE PATANJAI PRODUCTS YOU DEAL MOSTLY

products
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Soap 26 26.0 26.0 26.0
 Tea 40 40.0 40.0 66.0
Nudles 18 18.0 18.0 84.0
Aata 16 16.0 16.0 100.0
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.13 it can be observed that the Patanjai products you deal mostly is
26 % of the respondent are says that used soab , 40 % of the respondent are says that
used tea , 18 % of the respondent are says that used nudels and 16 % of the respondent are
says that used aata products.

CHART 4.13

WHAT ARE THE PATANJAI PRODUCTS YOU DEAL MOSTLY

TABLE 4.14

WHO IS YOUR CLOSEST COMPETITOR AMONG THESE?

competitor
Frequenc Percent Valid Cumulative
y Percent Percent
 Dabur 33 33.0 33.0 33.0
Baidyanat 40 40.0 40.0 73.0
h
Valid
Zandu 19 19.0 19.0 92.0
Himalaya 8 8.0 8.0 100.0
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.14 it can be observed that the closest competitor among is 33 % of
the respondent are says that competitor is Dabur , 40 % of the respondent are says that
Baidyanath , 19 % of the respondent are says that Zandu and 8 % of the respondent are
says that Himalaya..

CHART 4.14

WHO IS YOUR CLOSEST COMPETITOR AMONG THESE?

TABLE 4.15

WHICH AGE GROUP IS EFFECTIVE CUSTOMER WITH PATANJAI PRODUCTS

effective
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 0 20 26 26.0 26.0 26.0
 21 40 36 36.0 36.0 62.0
41 60 18 18.0 18.0 80.0
61 and 20 20.0 20.0 100.0
Above
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.15 it can be observed that the effective customer with Patanjai
Products is 26 % of the respondent are says that 0-20 , 36 % of the respondent are says
that 21-40 , 18 % of the respondent are says that 41-60 and 20 % of the respondent are
says that 61and above.

CHART 4.15

WHICH AGE GROUP IS EFFECTIVE CUSTOMER WITH PATANJAI PRODUCTS

TABLE 4.16

DO YOU SATISFIED WITH THE PATANJAI PRODUCTS

satisfied
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 53 53.0 53.0 53.0
Valid No 47 47.0 47.0 100.0
Total 100 100.0 100.0
INTERPRETATION:

From the above table 4.16 it can be observed that the satisfied with the Patanjai products is
53 % of the respondent are says that yes and 47 % of the respondent are says that no .

CHART 4.16

DO YOU SATISFIED WITH THE PATANJAI PRODUCTS

TABLE 4.17

DO YOU AGREE PATANJALI OFFERS A LARGE VARIETY OF PRODUCTS

variety
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly agree 20 20.0 20.0 20.0
 Agree 34 34.0 34.0 54.0
Neutral 13 13.0 13.0 67.0
Disagree 17 17.0 17.0 84.0
Strongly 16 16.0 16.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.17 it can be observed that the you agree Patanjali offers a large
variety of products is 20 % of the respondent are says that strongly agree and 34 % of
the respondent are says that agree , 13 % of the respondent are says that neutral , 17 % of
the respondent are says that disagree and 16 % of the respondent are says that strongly
disagree

CHART 4.17

DO YOU AGREE PATANJALI OFFERS A LARGE VARIETY OF PRODUCTS

TABLE 4.18

DO YOU AGREE THAT PATANJALI PRODUCTS ARE OF HIGH QUALITY

quality
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly agree 21 21.0 21.0 21.0
 Agree 31 31.0 31.0 52.0
Neutral 11 11.0 11.0 63.0
Disagree 23 23.0 23.0 86.0
Strongly 14 14.0 14.0 100.0
disagree
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.18 it can be observed that the you agree Patanjali products high
quality is 21 % of the respondent are says that strongly agree and 31% of the respondent
are says that agree , 11 % of the respondent are says that neutral , 23 % of the respondent
are says that disagree and 14 % of the respondent are says that strongly disagree

CHART 4.18

DO YOU AGREE THAT PATANJALI PRODUCTS ARE OF HIGH QUALITY

TABLE 4.19

DO YOU AGREE THE PRICES OF THE PATANJALI PRODUCTS ARE FAIR

prices
Frequenc Percent Valid Cumulative
y Percent Percent
 Strongly agree 19 19.0 19.0 19.0
Agree 28 28.0 28.0 47.0
Neutral 10 10.0 10.0 57.0
Valid Disagree 24 24.0 24.0 81.0
Strongly 19 19.0 19.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.19 it can be observed that the you agree Patanjali products fair is 19
% of the respondent are says that strongly agree and 28 % of the respondent are says that
agree , 10 % of the respondent are says that neutral , 24 % of the respondent are says that
disagree and 19 % of the respondent are says that strongly disagree

CHART 4.19

DO YOU AGREE THE PRICES OF THE PATANJALI PRODUCTS ARE FAIR

TABLE 4.20

DO YOU AGREE THAT THE PATANJALI PRODUCTS HAVE APPEALING

PACKAGING

appealing
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Strongly agree 20 20.0 20.0 20.0
 Agree 32 32.0 32.0 52.0
Neutral 9 9.0 9.0 61.0
Disagree 21 21.0 21.0 82.0
Strongly 18 18.0 18.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.20 it can be observed that the you agree Patanjali products have
appealing packing of 20 % of the respondent are says that strongly agree and 32% of the
respondent are says that agree , 09 % of the respondent are says that neutral , 21% of the
respondent are says that disagree and 18 % of the respondent are says that strongly
disagree

CHART 4.20

DO YOU AGREE THAT THE PATANJALI PRODUCTS HAVE APPEALING

PACKAGING
TABLE 4.21

DO YOU AGREE THAT PATANJALI PRODUCTS HAVE NATURAL

INGREDIENTS

ingredients
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 19 19.0 19.0 19.0
Agree 28 28.0 28.0 47.0
Valid
Neutral 10 10.0 10.0 57.0
Disagree 22 22.0 22.0 79.0
 Strongly 21 21.0 21.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.21 it can be observed that the you agree Patanjali products have
natural ingredient of 19 % of the respondent are says that strongly agree and 28 % of the
respondent are says that agree , 10 % of the respondent are says that neutral , 22% of the
respondent are says that disagree and 21% of the respondent are says that strongly
disagree

CHART 4.21

DO YOU AGREE THAT PATANJALI PRODUCTS HAVE NATURAL

INGREDIENTS

TABLE 4.22
DO YOU AGREE THAT YOU ARE SATISFIED WITH THE PATANJALIPRODUCT
patanjaliproduct
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 16 16.0 16.0 16.0
Agree 35 35.0 35.0 51.0
Netural 13 13.0 13.0 64.0
Valid Disagree 17 17.0 17.0 81.0
Strongly 19 19.0 19.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.22 it can be observed that the you agree that satisfied the Patanjali
products 16 % of the respondent are says that strongly agree and 35% of the respondent
are says that agree , 13 % of the respondent are says that neutral , 17 % of the respondent
are says that disagree and 19 % of the respondent are says that strongly disagree

CHART 4.22
DO YOU AGREE THAT YOU ARE SATISFIED WITH THE PATANJALIPRODUCT
TABLE 4.23
HAVE YOU FACED ANY PROBLEM WHILE USING THE PRODUCT

problem
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 19 19.0 19.0 19.0
Agree 36 36.0 36.0 55.0
Neutral 10 10.0 10.0 65.0
Valid Disagree 17 17.0 17.0 82.0
Strongly 18 18.0 18.0 100.0
disagree
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.23 it can be observed that the you have faced any problem while
using the product 19 % of the respondent are says that strongly agree and 36% of the
respondent are says that agree , 10 % of the respondent are says that neutral , 17 % of the
respondent are says that disagree and 18 % of the respondent are says that strongly
disagree

CHART 4.23
HAVE YOU FACED ANY PROBLEM WHILE USING THE PRODUCT
TABLE 4.24
DO YOU AGREE THAT PATANJALI PRODUCTS ARE CHEMICAL-FREE

chemical
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 47 47.0 47.0 47.0
Valid No 53 53.0 53.0 100.0
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.24 it can be observed that the pathanjali products are chemical fee
product 47 % of the respondent are says that yes and 53 % of the respondent are says thay
no.
CHART 4.24
DO YOU AGREE THAT PATANJALI PRODUCTS ARE CHEMICAL-FREE

TABLE 4.25
DO YOU AGREE THAT PATANJALI PRODUCTS HAVE MADE A GOOD BRAND
IMAGE

brand
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 23 23.0 23.0 23.0
Valid
Agree 34 34.0 34.0 57.0
 Neutral 9 9.0 9.0 66.0
Disagree 16 16.0 16.0 82.0
Strongly 18 18.0 18.0 100.0
disagree
Total 100 100.0 100.0
INTERPRETATION:
From the above table 4.25 it can be observed that the Patanjali products have made a good
brand image 23% of the respondent are says that strongly agree and 34% of the
respondent are says that agree , 0% of the respondent are says that neutral , 16 % of the
respondent are says that disagree and 18 % of the respondent are says that strongly
disagree

CHART 4.25
DO YOU AGREE THAT PATANJALI PRODUCTS HAVE MADE A GOOD BRAND
IMAGE
TABLE 4.26
PLEASE INDICATE THE REASON WHY YOU PREFER PATANJALI PRODUCT

reason
Frequenc Percent Valid Cumulative
y Percent Percent
convenien 26 26.0 26.0 26.0
t
affordable 37 37.0 37.0 63.0
Valid
clean 19 19.0 19.0 82.0
others 18 18.0 18.0 100.0
Total 100 100.0 100.0

INTERPRETATION:
From the above table 4.18 it can be observed that the reason why you prefer patanjali product
26% of the respondent are says that convenient and 37% of the respondent are says that
affordable , 19 % of the respondent are says that clean , 18% of the respondent are says
that others
CHART 4.26
PLEASE INDICATE THE REASON WHY YOU PREFER PATANJALI PRODUCT
 CHAPTER V

FINDING, SUGGESTION AND CONCLUSION

FINDING
From the above table 4.1 find the age of respondent are 26% of the respondent is 20-
30, 34 % of the respondent is 30-35, 19 % of the respondent is 35-40, 21 % of the
respondent is above 40
From the above table 4.2 find the gender of respondent are 50 % of the respondent is
male, 50 % of the respondent is female.
From the above table 4.3 find the maritial status of respondent are 51 % of the
respondent is married, 49 % of the respondent is unmarried
From the above table 4.4 find the Educational qualification of the respondent are 25
% of the respondent is qualified is SSLC, 36 % of the respondent is qualified is HSC,
20 % of the respondent is qualified is graduate and 19 % of the respondent is
qualified is post graduate
From the above table 4.5 find the experience of the respondent are 23 % of the
respondent is experience is1-2 years , 35 % of the respondent is experience is 2-3
years , 20 % of the respondent is experience is 3-4 years and 22 % of the respondent
is experience is above 5 years.
From the above table 4.6 find the monthly income of the respondent are 22 % of the
respondent is monthly income is below 20000, 36 % of the respondent is experience
is 20000-30000 , 20 % of the respondent is monthly income is 30000-40000 and
22% of the respondent is monthly income is above 40000
From the above table 4.7 find the know about that pathanjali products are 54 % of
the respondent are says that yes ,and 54 % of the respondent are says that no
From the above table 4.8 find the rate of the pathanjali products are 26 % of the
respondent are says that Best in class , 36 % of the respondent are says that good ,
16 % of the respondent are says that moderate and 26 % of the respondent are says
that not good .
 From the above table 4.9 find the product efficiency of Patanjali are 30 % of the
respondent are says that Best in class , 34 % of the respondent are says that good ,
15 % of the respondent are says that moderate and 21 % of the respondent are says
that not good
From the above table 4.10 find the you like PatanjaLi product literature are 28 % of
the respondent are says that Easy to understand , 34 % of the respondent are says
that Highly Knowledgeable , 15 % of the respondent are says that No side effect this
products and 23 % of the respondent are says that Tough to understand
From the above table 4.11 find the satisfied with the behaviour of the PatanjaLi
people are 28 % of the respondent are says that very , 34 % of the respondent are
says that much , 15 % of the respondent are says that yes and 23 % of the
respondent are says that not good
From the above table 4.12 find the demand of the Patanjai products is 28 % of the
respondent are says that high selling , 34 % of the respondent are says that low
selling , 15 % of the respondent are says that average selling .
From the above table 4.13 find the Patanjai products you deal mostly is 26 % of the
respondent are says that used soab , 40 % of the respondent are says that used tea
, 18 % of the respondent are says that used nudels and 16 % of the respondent are
says that used aata products
From the above table 4.14 find the closest competitor among is 33 % of the
respondent are says that competitor is Dabur , 40 % of the respondent are says that
Baidyanath , 19 % of the respondent are says that Zandu and 8 % of the
respondent are says that Himalaya
From the above table 4.15 find the effective customer with Patanjai Products is 26
% of the respondent are says that 0-20 , 36 % of the respondent are says that 21-40
, 18 % of the respondent are says that 41-60 and 20 % of the respondent are says
that 61and above.
From the above table 4.16 find the satisfied with the Patanjai products is 53 % of
the respondent are says that yes and 47 % of the respondent are says that no
From the above table 4.17 find the you agree Patanjali offers a large variety of
products is 20 % of the respondent are says that strongly agree and 34 % of the
respondent are says that agree , 13 % of the respondent are says that neutral , 17 %
of the respondent are says that disagree and 16 % of the respondent are says that
strongly disagree
 From the above table 4.18 find the you agree Patanjali products high quality is 21
% of the respondent are says that strongly agree and 31% of the respondent are
says that agree , 11 % of the respondent are says that neutral , 23 % of the
respondent are says that disagree and 14 % of the respondent are says that strongly
disagree
From the above table 4.19 find the you agree Patanjali products fair is 19 % of the
respondent are says that strongly agree and 28 % of the respondent are says that
agree , 10 % of the respondent are says that neutral , 24 % of the respondent are
says that disagree and 19 % of the respondent are says that strongly disagree
From the above table 4.20 find the you agree Patanjali products have appealing
packing of 20 % of the respondent are says that strongly agree and 32% of the
respondent are says that agree , 09 % of the respondent are says that neutral , 21%
of the respondent are says that disagree and 18 % of the respondent are says that
strongly disagree
From the above table 4.21 find the you agree Patanjali products have natural
ingredient of 19 % of the respondent are says that strongly agree and 28 % of the
respondent are says that agree , 10 % of the respondent are says that neutral , 22%
of the respondent are says that disagree and 21% of the respondent are says that
strongly disagree
From the above table 4.22 find the you agree that satisfied the Patanjali products 16
% of the respondent are says that strongly agree and 35% of the respondent are
says that agree , 13 % of the respondent are says that neutral , 17 % of the
respondent are says that disagree and 19 % of the respondent are says that strongly
disagree
From the above table 4.23 find the you have faced any problem while using the
product 19 % of the respondent are says that strongly agree and 36% of the
respondent are says that agree , 10 % of the respondent are says that neutral , 17 %
of the respondent are says that disagree and 18 % of the respondent are says that
strongly disagree
From the above table 4.24 find the pathanjali products are chemical fee product 47
% of the respondent are says that yes and 53 % of the respondent are says thay no.
From the above table 4.25 find the Patanjali products have made a good brand image
23% of the respondent are says that strongly agree and 34% of the respondent are
 says that agree , 0% of the respondent are says that neutral , 16 % of the respondent
are says that disagree and 18 % of the respondent are says that strongly disagree

SUGGESTIONS

To make a successful product, Patajalis marketing strategy should attract long term
consumers.
They can increase their distribution channels.
They have to focus back on product efficacy.
Rising above the noise of advertising.
They can increase their outlet and stores.

CONCLUSION

The Findings in the paper show that there are many significant factors that together make up
the buying decision of the product. Customers satisfaction 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 Naturals, pure roots, Vindhya herbals.
Patanjali in order to retain more customers and satisfy them, must fulfil the claims made by
the company before any other brand may mushroom up and take away the benefits of
marketing through spirituality.

BIBLIOGRAPHY

Books- Marketing Management, Philip Kotler

Refrences- Vishal Kumar Laheri, Research Scholar FMS, University of Delhi, Delhi,

India.
 Anupam, Research Scholar, FMS, University of Delhi, Delhi, India.

WEBSITES-

www.acdemia.edu

www.patanjaliayurved.net

www.himalayaninstitute.org

A STUDY ON CUSTOMER SATISFACTION IN FMCG IN PATHANJALI

PRODUCTS

QUESTIONNAIRES

1. Name
2. Age
a) 20-30
b) 30-35
c) 35-40
d) Above 40
3. Gender
a) Male
b) Female

4. Marital status of the respondent

a) Married
b) Unmarried

5. Educational qualification of the respondent

a) SSLC
b) HSC
c) Graduate
d) Post graduate

6. Experience of the respondent

a) 1-2 years
b) 2-3 years
c) 3-4 years
d) Above 5 years
7. Monthly income of the respondent
a) Below 20000
b) 20000-30000
c) 30000-40000
d) Above 40000
8. Do you know about Patanjai Product?

a) Yes
b) No

9. How do rate the Patanjai Projects?

a) Best in class
b) Good
c) Moderate
d) Not good

10.How do you rate the product efficiency of Patanjai?

(a) Best in class
(b) Good
(c) Immediate response
(d) Slow response

11.Why do you like Patanjai product literature?

(e) Easy to understand
(f) Highly Knowledgeable
(g) No side effect this product
(h) Tough to understand

12.Are you satisfied with the behaviour of the Patanjai people?

(i) Very much
(j) Yes
(k) Not good

13.What is the demand of Patanjai product?

(a) High selling
(b) Low selling
(c) Average selling`

14.What are the Patanjai products you deal mostly?

(a) Soap
(b) Tea
(c) Nudles
(d) Aata

15.Who is your closest competitor among these

(a) Dabur
(b) Baidyanath
(c) Zandu
(d) Himalaya

16. Which age group is effective customer with Patanjai Products?

(a) 0 20
 (b) 21 40
(c) 41 60
(d) 61 and Above

17.Do you satisfied with the Patanjai products.

a) Yes
b) No
18. Do you agree Patanjali offers a large variety of products

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

19.Do you agree that Patanjali products are of high quality

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

20.Do you agree the prices of the Patanjali products are fair

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

21.Do you agree that the Patanjali products have appealing packaging

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

22.Do you agree that Patanjali products have natural ingredients

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

23.Do you agree that you are satisfied with the patanjaliproduct
 a) Strongly agree
b) Agree
c) Netural
d) Disagree
e) Strongly disagree

24.Have you faced any problem while using the product

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

25. Do you agree that Patanjali products are chemical-free

a) Yes
b) no
26.Do you agree that Patanjali products have made a good brand image
a) Strongly agree
b) Agree
c) Neural
d) Disagree
e) Strongly disagree

27.please indicate the reason why you prefer patanjali product?

a) convenient
b) affordable
c) clean
d) others