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2017•Journal of Commerce & Behavioural ScienceRequires access

CONSUMER’S BRAND PREFERENCE TOWARDS PATANJALI PRODUCTS WITH REFERENCE TO BANGALORE CITY – AN EMPIRICAL STUDY

Saranya Manikandan, Thanuja Anoop

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Abstract

ABSTRACT Now-a-days people are very health conscious and they are using many ayurvedic products in day-to-day life.  Herbal and ayurvedic products are becoming popular due to Health tourism also. The World Health Organisation (WHO ) estimates 80 percent of the world population is using herbal products. Patanjali offers many ayurvedic products which includes health care items, personal care items, medicines, etc. Patanjali products are popular in Indian as well as foreign market. As per the reports of Broadcast Audience Research Council (BARC 2016), Patanjali Ayurvedic products are India’s biggest Fast Moving Consumer Goods (FMCG) advertiser. This study is an attempt to identify the level of preference towards Patanjali Products which helps to reveal its brand identity. An empirical study was done with 200 samples which were taken from different areas of Bangalore city. Keywords: Herbal products, FMCG, BARC, Health conscious.

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ABSTRACT Now-a-days people are very health conscious and they are using many ayurvedic products in day-to-day life.  Herbal and ayurvedic products are becoming popular due to Health tourism also. The World Health Organisation (WHO ) estimates 80 percent of the world population is using herbal products. Patanjali offers many ayurvedic products which includes health care items, personal care items, medicines, etc. Patanjali products are popular in Indian as well as foreign market. As per the reports of Broadcast Audience Research Council (BARC 2016), Patanjali Ayurvedic products are India’s biggest Fast Moving Consumer Goods (FMCG) advertiser. This study is an attempt to identify the level of preference towards Patanjali Products which helps to reveal its brand identity. An empirical study was done with 200 samples which were taken from different areas of Bangalore city. Keywords: Herbal products, FMCG, BARC, Health conscious.

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Available abstract

ABSTRACT Now-a-days people are very health conscious and they are using many ayurvedic products in day-to-day life.  Herbal and ayurvedic products are becoming popular due to Health tourism also. The World Health Organisation (WHO ) estimates 80 percent of the world population is using herbal products. Patanjali offers many ayurvedic products which includes health care items, personal care items, medicines, etc. Patanjali products are popular in Indian as well as foreign market. As per the reports of Broadcast Audience Research Council (BARC 2016), Patanjali Ayurvedic products are India’s biggest Fast Moving Consumer Goods (FMCG) advertiser. This study is an attempt to identify the level of preference towards Patanjali Products which helps to reveal its brand identity. An empirical study was done with 200 samples which were taken from different areas of Bangalore city. Keywords: Herbal products, FMCG, BARC, Health conscious.

Key concepts: Advertising, Preference, Tourism, Ayurvedic medicine, Business, Empirical research, Marketing, Population

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CONSUMER’S BRAND PREFERENCE TOWARDS PATANJALI PRODUCTS WITH REFERENCE TO BANGALORE CITY – AN EMPIRICAL STUDY — Research Paper | ScholarLens