Consumer Switching Behavior from FMCG to Patanjali

Authors: Purvi Namdev

Certificate: View Certificate

Abstract

Now-a-days people are very health conscious and they are using many Ayurveda products in day-to-day life. Herbal and Ayurveda 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 Ayurveda 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 2017), Patanjali Ayurveda 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.

Introduction

Arise, Awake, Obtaining Worthy, Awake! Patanjali Ayurveda now is in news because of the fastest consumer’s goods growing company fmcg in India. Last fiscal year of 2017 the main contribution in India GDP of fmcg industry and the patanjali both are play important role and India is a “youth generation" country Most of Indian people buy in regular routine life and interval time. The fast moving consumer goods always attracting to the Indians. The patanjali Ayurveda registered in the company act 1956 The Company was originally formed as a private limited companion 13th January, 2006 and consequently converted into public limited company on 25th June, 2007.this study focus on the marketing strategy and consumers switching behave changed to the fmcg products to patanjali And this study looks at the over all marketing mix of 4ps like product, price and place promotion. Fmcg sector is very strongly established in India but so far now a days patanjali beat to the many products of fmcg like cosmetic, health care, household needs, food and beverage etc. for an instance food: aata noodles (after the controversy of meegi) the aata noodles worth 5th largest noodles sector in the world. (assume that) patanjali ghee and honey chayavan-parsah and skin and beauty products patanjali saundraya face wash, coconut hair wash kesh kanti natural shampoo cream and cleansers, aloe Vera jel and health care amla candy, aloe Vera juice, amla juice, etc. These are the products which is full feel to the three level satisfaction level of the consumers. Middle level consumer easily buy this product with the reasonable price. And the most of the profit divided to the foreign country because of the most of product of FMCG like HUL, P&G, DABUR, COLGATE, PALMOLIVE, COCO-COLA, PEPCISO etc. Baba Ramdev most vision of the swadeshi "which is Indian people show our interest and buy swadeshi brand "so that because of India currency is strong and as well as Indian GDP growing. consumer is the king in the market and consumer effect the market with their activities and abilities to coordinates their choice of spending and saving in the purchase decision.so its very required to the markets challenge to understand the consumers need and wants. because is full depends on the purchase concept and principle. Patanjali Ayurveda ltd. is combating the foreign big firm in all most of this sector. as discuss that why the consumers switching their interest from fmcg to patanjali. consumer behaviour: -consumer, consume the things of daily basis and also buy things to their needs and wants, per fences. consumer behaviour has additional environment factor such as ads etc. "consumer behaviour is defined as the process of decision making and physical activity involved in acquiring, evaluating, using, and disposing of goods and services to satisfy needs and want. 1. social factor: - social factor is determined by the social class to which they belong. the social class is relatively a permanent and ordered division in a society whose member share similar value, interest and behaviour. there are three level of the society. They are upper level, middle level and lower level. And these three social classes differ from their buying behavior. for an instance upper level class, a rich but not so educated people will not purchase a normally brand. They are preferring a high class and the social factors influencing consumer behaviour are a) Family, b) Reference Groups c) Roles and status. Brand to show their status and life style, in spite of the middle class family purchase brand carefully. And collect information to compare different producers in the same line and lower class consumer buy on impulse. Therefore, marketing managers are required to study carefully the relationship between social classes and their consumption pattern and take appropriate measures to appeal to the people of those social class