Earning Consumer Satisfaction – A Sustainable Strategy (Ref: Patanjali Ayurveda Limited)

Abstract

Patanjali Ayurveda limited is an Indian FMCG company which has emerged as one of the major competitors in the FMCG sector. Today consumers have become more perturbed about their health as a result of which they are more inclined towards a quality life. That is why the consumers of today consume those products that are organic in nature which provide them a sound physical and mental health. They buy the products of those brand which provide quality benefits especially when it comes to the brand of edibles. The choice and usage of a particular FMCG product over time is affected by the consumption of those products which provide health benefits as well as maximum satisfaction. The vast use of Ayurveda products is gaining popularity because of its wonderful healing and therapeutic properties. This study aims at identifying consumer satisfaction towards the whole range of present and expected products from Patanjali Ayurveda Ltd. To achieve this objective a questionnaire is developed using a Likert scale and data was analyzed in SPSS using appropriate statistical tools. The study findings showed that the majority of consumers surveyed are satisfied with the Patanjali products with respect to availability, variety and informative products. The satisfaction of consumers is also influenced by the other factors like price, quality, health benefits, and originality. The popularity of Baba Ram Dev is also one of the reason for high brand recall. The study revealed that the company should focus upon creating certain product modifications to acquire a large satisfied consumer base. This study concluded that the majority of consumers surveyed would like to recommend Patanjali products in their social circle through positive word-of-mouth. This study will create useful insights for the company to ponder and design future strategies to gain competitive advantage.