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  The IUP Journal of   Brand Management :
Consumer Perception of Patanjali Products: An Analytical Study
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This study aims to investigate the consumer perception regarding the Patanjali brand through a survey in the city of Pune. The responses to a closed-ended questionnaire suggested that competitive pricing, quality of products and good communication strategies were the most important reasons for the popularity of Patanjali products. Further analysis brought out the following factors as being the most important in influencing the decision to purchase Patanjali products among its customers: communication strategy, product quality, competitive pricing, brand image of Baba Ramdev and consumer awareness.

 
 
 

A news story in Business Standard (Rakshit, 2016) quotes the Nielsen report, “Anticipate with Analytics: The Future of FMCG”, and states that all the major Fast-Moving Consumer Goods (FMCG) players in India are currently dealing with an extremely slow rate of growth. The report mentions names like HUL and ITC in particular, whose growth rates have fallen from 13.2% and 11-12% to 3.2% and 7%, respectively, and compares them to the over 2,000 cr turnover by Patanjali Ayurved Ltd., a recent player in the market.

The said report marvels at Patanjali’s success as a brand and tries to analyze the factors that have made it a highly profitable venture within a very short span of time, in an era when big FMCG giants are battling an industry-wise overall slowdown.

 
 
 

Brand Management Journal, Consumer Perception, Patanjali Products, An Analytical Study