study of present market standing of yogi guru ramdev's flagship

International Journal of Research in Engineering, Social Sciences

ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015

Website: www.indusedu.org

E-mail id:- [email protected] 14

STUDY OF PRESENT MARKET STANDING OF YOGI GURU

RAMDEV’S FLAGSHIP BRAND PATANJALI IN AYURVED & FMCG

SECTORS IN & AROUND SILIGURI CITY OF NORTH BENGAL

Shomnath Dutta

Assistant Professor, Dept. of Business Administration, Siliguri Institute of Technology (A Unit

of Techno India Group), Darjeeling, W Bengal, India.

ABSTRACT

Consumers of this millennium have become more concerned about their health and also inclined

to maintain quality of life which is reflected through the preferential consumption of those

products that protects the good state of their health as well as provide maximum satisfaction. In

pursuit of a healthy lifestyle Indian have become more inclined to Ayurvedic or Herbal therapy

as alternative healthcare for natural cure. This particular tendency has been responsible for

phenomenal popularity of Baba Ramdev’s Patanjali Ayurvedic products. In today's turbulent

markets with changing customer needs and growing product variety, Baba Ramdev has

developed a unique blend of Ayurveda and Vedic philosophy under the brand Patanjali to pull

the market by offering value for his customers. This paper attempts to ventilate the reasons

which have lead to the revolutionary success of Baba Ramdev's Ayurvedic brand Patanjali that

clocked a turnover of about Rs 1,200 crore in 2013-14 through the use of Mass customization

and Content marketing. Finally the article makes a comparative study of Patanjali’s products

with other competing Ayurvedic brands to judge the major contributor behind sale of Patanjali’s

items.

Keywords: Ayurved, Content marketing, FMCG, Mass customization.




E-mail id:- [email protected] Page 115

INTRODUCTION

There has been a huge comeback of Ayurveda in India not merely as a health care system to treat

ailments but a complete philosophy that encourages the pursuit of a healthy lifestyle. Being the

'Mother of all healing systems' it encompasses all other healing therapies and natural medicines.

Ayurvedic massages, herbal therapy, yoga or pranayams are catching everyone’s imagination

very fast and promise to be the next big thing in the medical and wellness industry. The

proliferated demand for Ayurvedic or herbal cure is driven due to stressful working culture,

exhaustive lifestyle, the endless quest of peace, and the growing ailments with less healthy

environment. It has the unique advantage of having something to offer for every class of the

society. The growing demand for herbal therapy to lead a healthy life has prompted Yoga-Guru

Ramdev to map the portfolio of true needs of modern Indian which goes beyond food, clothing

and shelter but strives for a healthy life style. Accordingly he engineered his offerings in tune

with the needs of all under the brand Patanjali Ayurved through his expertise on the art of

content marketing and mass customization. From March 2012, Patanjali brand marked its entry

into the herbal retail market and FMCG with ‘Swadeshi’ flavour of products ranging from body

care, healthcare, home care, digestive, cosmetics, toiletries etc. From then onwards Dabur, Sri

Baidyanalh, Vicco Laboratories, Charak Pharmaceuticals, The Himalaya Drug Company, Zandu

Pharmaceutical, The Emami Group, HUL, P&G are facing intimidation from a home - grown

and an absolutely `Swadeshi‟ competitor, Patanjali Ayurved Limited.

AYURVED MARKET IN INDIA & PATANJALI’S GLARING ENTRY

Having a brilliant future in India as a business venture, its business prospects amounts to a $20

billion ready market and its gigantic growth rate would make it a $5 trillion market worldwide by

2050. The total size of the Indian Ayurvedic market is INR 50 billion and it is growing

substantially at a rate between 10-15 percent. Indian Ayurved industry is currently perceived as

investment worthy by prospective investors since firstly, it is recession proof and secondly, it

reaches out to a larger chunk of target consumers across all income groups. The long and

successful runs of several brands in this field like Dabur (launched 1884), Amrutanjan (launched

1893), Himalaya (launched 1930), Baidyanalh (launched 1917), VICCO (launched 1952) etc

proves the viability of Ayurveda as a growing business opportunity. According to ASSOCHAM,





the Indian herbal industry is likely to double from Rs 7,500 crore to Rs 15,000 crore by 2015.

Having sensed the growing concerns about the side-effects of chemical-based allopathic

medication and pragmatic, non-dogmatic & non-sectarian treatment of all kinds of ailment and

disorders guru Swami Ramdev & Ayurveda Acharya Shree Balkrishna jointly founded Patanjali

Ayurveda Kendra Pvt. Ltd. on 27 September 2007 and initiated its operation at Katmandu,

Nepal. After realizing the huge potential of Ayurvedic products in Indian herbal retail trade and

FMCG sector, Guru Ramdev announced the entry of his Patanjali Ayurveda Ltd into Indian

FMCG market on 23rd April 2012 with 'Swadeshi' line of 100 products, including cosmetics,

toiletries and others. Initially, Apart from franchised outlets & distributors, Patanjali products got

placed now in the shelves in Reliance Retail, Big Bazaar, Hyper City and Star Bazaar. At present

Patanjali Ayurved Limited have four manufacturing units in Hardwar have a capacity to process

1,000 tonnes of raw materials, rolling out 500 products in medicine, food and cosmetics and

toiletries. Baba Ramdev using his strategy of ‘mass customization’ and ‘content marketing’ a

turnover of Rs 1200 crores resulted in 2013-14. Patanjali curtailed its expenditure on

advertisements compared to 20 - 30% spending by leading FMCG big shots of their sales on

advertisements. Patanjali’s products incorporate a unique blend of three value disciplines -

product leadership, operational excellence and customer intimacy. In comparison to giant multi-

nationals Patanjali’s products happened to be cheaper by at least 30 per cent due to direct

sourcing of raw materials from the farmers with the aim of economic empowerment of farmers

in terms of employment generation through promotion of Swadeshi goods. Moreover, tendency

to lead a hygienic and healthy life style drives the Patanjali products to achieve phenomenal

popularization. In addition to the distribution network of franchised outlets & distributors

Ramdev made his Patanjali's products available at e-commerce site.

OBJECTIVE OF STUDY

1. To study the evolution of the Ramdev’s ventures Patanjali Ayurved Limited as flagship brand

for Ayurvedic and FMCG products.

2. To survey the use of Patanjali’s products in comparison with other rival companies in Siliguri

area of North Bengal.

METHODOLOGY





In tune with objectives of study, survey of customers of Ayurvedic products belonging to

Patanjali and other brands were conducted in Siliguri area of Darjeeling district with a

questionnaire (Annexure I) to assess whether charismatic teachings of Ramdev or effect of

different marketing variables that influence the sale of his Patanjali brand. Survey was made by

interviewing 26 users (customer) of Ayurvedic products (medicinal, food, cosmetic & FMCGs)

from 12 Brands/Companies including Patanjali. These companies are

1. Patanjali Ayurved Ltd; 2. Dabur; 3. Zandu; 4. Baidyanalh; 5. Himalayan Drug Company;

6. Charak Pharmaceuticals; 7. Ayur Herbal; 8. Vicco Laboratories; 9. Emami Group;

10. Lotus Herbal; 11. Hamdard; 12. Marico.

The Strategic Survey Areas in & around Siliguri

1. Hill Cart Road (Venus More to Air view more); 2. Bidhan Market & Seth Srilal market (The

Major Markets); 3. Sevoke Road (Sevoke More Crossing to 2nd

Mile); 4. Siliguri Junction/Bus

Terminus Area; 5. Pradhan Nagore; 6. Subhaspally Hati more & Desbandhu Para; 7. Hakim Para

& College Para; 8. City Center & Shiv Mandir area; 9. Cosmos Mall; 10. S F Road &

Mahabirsthan Market.

Variables used for comparative evaluation of Patanjali with other 11 brands:-

(a) Rating on preferences of Brand, (b) Total Quantity of purchase, (c) Average purchase amount

(d) High price fluctuation rating, (e) Rating on poor quality product, (f) Rating on poor

promotional campaigning, (g) Rating on Easy availability of products.

Research Hypothesis

H0: It is not the Marketing variables alone but Ramdev’s philosophy & teachings that have

partial influence on sale of Patanjali’s products in and around Siliguri.

H1: It is the Marketing factors not entirely the Ramdev’s philosophy & teachings which has

substantial influence on sale of Patanjali’s products in and around Siliguri.

Data Collection:

Tools used: Questionnaire

Nature/Type of Data gathered: Responses received from questionnaire based survey were taken

as Primary data and their means as Secondary data and these are tabulated for analysis.

Table 1: Rating based on Preferences of Brand





Serial No Company Name Mean Rating

1 Ayur Herbal 2.65

2 Baidyanalh 7.23

3 Charak Pharmaceuticals 4.04

4 Dabur 8.88

5 Emami Group 7.19

6 Himalayan Drug Company 8.46

7 Hamdard 8.04

8 Lotus Herbal 3.19

9 Marico 6.04

10 Patanjali Ayurved Ltd 8.19

11 Vicco Laboratories 7.96

12 Zandu 4.62

Inference: This table & its corresponding Chart No 1 depict jointly that ‘Ayur Herbal with

lowest mean rating is least preferred while Dabur with highest rating is most preferred company

to customers followed by Himalaya in 2nd

position and Patanjali in 3rd

most preferred brand.

Chart No: 1 Showing Brand Preference Rating

Table2: Total Products bought

Serial No Company Name Total items Purchased

1 Ayur Herbal 60

2 Baidyanalh 123

3 Charak Pharmaceuticals 98

4 Dabur 269

5 Emami Group 126

6 Himalayan Drug Company 360

7 Hamdard 88

8 Lotus Herbal 71

9 Marico 185

10 Patanjali Ayurved Ltd 202

11 Vicco Laboratories 109

12 Zandu 197

8.88

7.23

8.043.19

7.192.658.19

8.46

6.044.05

7.964.62

Mean Rating

Ayur Herbal

Baidyanalh

Charak Pharmaceuticals

Dabur

Emami Group





Inference: The Table 2 & Chart 2 jointly show maximum products purchased from most

preferred ‘Himalayan Drug’ firm and least volume of product is bought from ‘Ayur herbal’.

‘Patanjali’ stands as 3rd

largest company after ‘Himalaya’ and ‘Dabur’ in volume of purchase by

customers.

Chart No 2: Showing Total Products bought

Table 3: Average amount of Products bought

Serial No Company Name Mean of items Purchased

1 Ayur Herbal 2.30

2 Baidyanalh 4.73


4 Dabur 10.35

5 Emami Group 4.84


7 Hamdard 3.38

8 Lotus Herbal 2.73

9 Marico 7.11



12 Zandu 7.57

Inference: The Table 3 & Chart No 3 together show that in terms of average buying propensity

of customers, ‘Himalayan Drug Company’ is the highest selling firm (mean 13.85) and ‘Ayur

Herbal’ is the lowest selling firm (mean 2.30). In this respect “Patanjali Ayurved’ of Baba

Ramdev holds 3rd

position after ‘Dabur’. For the analysis of pattern & trend of sales of

60 12398

269

126

360

8871

185

202

109197

Total items PurchasedAyur Herbal

Baidyanalh





Ayurvedic items by ‘Patanjali’ compared to others, data of Mean of products purchased (Table

3) is taken as dependent variable.

Chart No: 3 Showing Average Products bought

Table 4: Rating of High Price Fluctuation

Serial No Company Name Mean Rate of High Price

Fluctuation

1 Ayur Herbal 4.84

2 Baidyanalh 4.25


4 Dabur 1.84

5 Emami Group 4.50


7 Hamdard 3.29

8 Lotus Herbal 6.12

9 Marico 4.46



12 Zandu 4.50

2.3 4.733.76

10.35

4.84

13.853.382.73

7.11

7.76

4.19

7.57

Average Products Purchased

Ayur Herbal

Baidyanalh


Dabur

Emami Group

Himalayan Drug Company

Hamdard

Lotus Herbal

Marico





Inference: Price variation is taken as independent variable since it leads to fluctuations in sale as

well as in buying habits of customers. Frequent ups & downs of price results fluctuating trend in

sales of a company’s item

Chart No: 4 Showing Mean Price Fluctuation

Inference: Table No: 4 and Chart No: 4 depicts that highest price fluctuation rating happens to

be in case of Lotus Herbals with rating 6.12 and lowest turns out in case of Dabur with1.84.

Patanjali’s rank is 2nd

(2.02) after Dabur. The rating style shows that Dabur has least price

fluctuating tendency whereas Lotus Herbal reveals highest price variation.

Table 5: Rating of Product Quality

Serial No Company Name Mean Rate of poor product quality

1 Ayur Herbal 2.25

2 Baidyanalh 3.84 3 Charak Pharmaceuticals 1.72

4 Dabur 5.73 5 Emami Group 4.03


7 Hamdard 3.50 8 Lotus Herbal 3.34

9 Marico 1.15 10 Patanjali Ayurved Ltd 6.04

11 Vicco Laboratories 3.57 12 Zandu 3.03

01234567

4.25 4.69

1.84

4.5

3.07 3.29

6.12

4.46

2.02

4.25 4.5

Mean Rate of Price Fluctuation





Chart No 5 Showing Mean Product Quality Rating

Inference: Product quality, being one of the strongest influencers in customer’s buying

behaviour is taken as variable of study. Table No: 5 and Chart No: 5 depicts highest product

quality rating is found for Patanjali Ayurved having 6.04 suggesting its top quality feedback by

customers and poor quality feedback is given by end-users for Marico with rating 1.15 only. 2nd

and 3rd

positions are occupied by Dabur and Himalaya respectively where former is age old and

latter is new comer.

Table No: 6 Rating on Promotional Campaigning

Serial No Company Name Mean Rate of Low Promo Campaigning

1 Ayur Herbal 2.08

2 Baidyanalh 6.37


4 Dabur 6.84

5 Emami Group 4.27


7 Hamdard 3.11

8 Lotus Herbal 1.21

9 Marico 2.88



12 Zandu 3.03

2.253.84

1.72

5.73

4.03

5.233.5

3.34

1.15

6.04

3.573.03

Mean Rate of product quality

Ayur Herbal

Baidyanalh


Dabur

Emami Group

Himalayan Drug Company

Hamdard





Chart No: 6 Showing Rating on Promotional Campaigning

Inference: As effective promotional measures significantly a buyer’s decision criteria, it is

taken as variable of study and the relevant data furnished and graphically represented by Table

No: 6 and Chart No: 6 reveals that Lotus herbal reflects lowest effectiveness in promotional

initiatives and Dabur resorts highest effectiveness in promotional campaigning. Patanjali’s

performance is not at all satisfactory in promo-campaigning for having 7th

position with a low

rating of 3.23

Table 7: Rating on Easy Availability

Serial No Company Name Mean Rate of Easy Availability

1 Ayur Herbal 5.94

2 Baidyanalh 2.44


4 Dabur 1.24

5 Emami Group 2.91


7 Hamdard 4.52

8 Lotus Herbal 5.86

9 Marico 3.75 10 Patanjali Ayurved Ltd 2.87


12 Zandu 2.98

0

102.08

6.37

1.856.84

4.27 4.423.11

1.21 2.88 3.23 3.923.03

Mean Rate of Low Promo Campaigning

Mean Rate of Low Promo Campaigning





Chart No: 7 Showing Average Rating on Easy Availability

Inference: Easy availability determines Place Utility to customers who shape customers

purchasing attitude and sales volume. Rating this variable follows descending order of

preference and Table No 7 & Chart No 7 reveal that Dabur and Himalaya got a very close

position (Rating 1.24 & 1.27) of providing maximum ease in availability of their products to

customers. On the contrary, Charak pharma is lagging in extreme regarding easy availability.

Patanjali’s position is in middle of the road with 4th position (2.87).

Table 8: Average Performance Rating of Ayurvedic Companies

Serial No Company Name Mean Rate of Overall Performance

1 Ayur Herbal 4.957

2 Baidyanalh 1.784


4 Dabur 1.157

5 Emami Group 3.441


7 Hamdard 4.772

8 Lotus Herbal 6.224

9 Marico 4.819



12 Zandu 3.551

5.942.44

6.111.24

2.911.27

4.525.86

3.752.87

3.682.98

0 1 2 3 4 5 6 7

Ayur Herbal


Emami Group

Hamdard

Marico

Vicco Laboratories

Mean Rate of Easy Availability

Mean Rate of Easy Availability




E-mail id:- [email protected] 5

Chart No: 8 Average Performance Rating of Ayurvedic Companies

Inference: The overall performance rating of all 12 Ayurvedic companies as tabulated in Table

No: 8 and graphically represented in Chart No: 8 shows that ‘Dabur’ has bagged the top rated

company in terms of all marketing variables and ‘Lotus Herbal’ is least performer. Ramdev’s

venture ‘Patanjali’ has stepped into top 5 bracket and holding 3rd

topper after Dabur and

Himalaya.

Statistical Data Analysis

The tabulated data from Table No: 3 to 7 are put to comparative statistical analysis under the

following sectors – Linear Regression, t-Test and Kolmogorov - Smrinov Normality test.

(A) Kolmogorov - Smrinov Normality test

The following outcome of Normality tests are given as –

Table No: 9 [Normality (KS) Test Results]

Serial

No

Name of Comparing variables under

study

K – S

Dist.

P

value

Remarks

1 Average amount of Products bought 0.218 0.11 Passed

2. Rating on High Price Fluctuation 0.13 > 0.2 Passed

3 Rating on poor quality product 0.18 > 0.2 Passed

4 Rating on poor promotional campaigning 0.17 > 0.2 Passed

5 Rating on Easy Availability 0.13 > 0.2 Passed

0

1

2

3

4

5

6

7

4.957

1.784

5.889

1.157

3.441

1.431

4.772

6.224

4.819

1.671

2.55

3.551

Mean Rate of Overall Performance

Mean Rate of Overall Performance





The above summary of Normal test results display compatibility between collected data and

expected pattern of data collected from population.

(B) t - Test

To conduct t-Test tabulated data on Average amount of products bought (taken as variable

denoting Sales) are compared with the tabulated data on Poor Quality product, Easy Availability,

Poor Promotional campaigning, High Price Fluctuation.

Table No: 10 [Group wise t-Test results]

Group

No

Comparing variables under

Group N

Mean

Dif

feren

ce

betw

een

Mean

s S

D

SE

M t

value P fo

r

Norm

ali

ty

test

P fo

r

Eq

ual

va

ria

nce

test

1 Rating on Average amount

of products bought

12 6.051

2.191

3.433 0.991 2.084

at

22

d.o.f

0.335 0.051 Rating on High Price

Fluctuation

12 3.860 1.219 0.352


of products bought

12 6.051

2.469

3.433 0.991 2.283

at

22

d.o.f

0.382 0.080 Rating on poor quality

product

12 3.583 1.498 0.433


of products bought

12 6.051

2.454

3.433 0.991 2.217

at

22

d.o.f

0.278 0.129 Rating on poor promotional

campaigning

12 3.597 1.708 0.493


of products bought

12 6.051

2.333

3.433 0.991 2.106

at

22

d.o.f

0.234 0.165

Rating on Easy Availability 12 3.718 1.716 0.496

From Table No: 10 it has been found that since under each group, the difference in the Mean

values for two group members is more than what would be expected by chance, there exists

statistically significant differences between the input group members in the following manner:-

Group No P Value Remarks

1 0.049 P > 0.05

2 0.032 P > 0.05

3 0.037 P > 0.05

4 0.047 P > 0.05





Thus the test reflects the fact that, the sample-data is significant at 95% confidence level.

(c) Linear Regression

The group wise comparisons involved in previous t-Test are again taken for determining

association and relationship by using Linear Regression.

Table No: 11 [Group wise Linear Regression results]

Group

No

Comparing variables under

Group N R

Regression

Equation line R

2 Adj. R

2 S E of

Estimate


of products bought

12 0.455

Average amount

of products

bought = 10.99 –

(1.28 x Mean

rating on High

Price fluctuation)

0.207 0.127 3.207 Rating on High Price

Fluctuation


of products bought

12 0.737

Average amount

of products

bought = 0.00323

– (1.688 x Mean

rating on Poor

Quality product)

0.543 0.497 2.434 Rating on poor quality

product


of products bought

12 0.742

Average amount

of products

bought = 0.0682 –

(1.493 x Mean

rating on Poor

Promotional

Campaigning)

0.551 0.506 2.412 Rating on poor promotional

campaigning


of products bought

12 0.837

Average amount

of products

bought = 12.271 –

(1.673 x Mean

rating on Easy

Availability)

0.700 0.670 1.973

Rating on Easy Availability





Table No: 12 [ANOVA Result]

Group

No

Particulars DF SS MS F P Normality

Test

Constant

Variance

Test

1 Regression 1 26.806 26.806 2.607 0137

P = 0.232

& Passed

P = 0.181

& Passed Residual 10 102.822 10.282

Total 11 129.628 11.784

2 Regression 1 70.378 70.378 11.878 0.006

P = 0.466

& Passed

P = 0.484


Total 11 129.628 11.784

3 Regression 1 71.460 71.460 12.285 0.006

P = 0.148

& Passed

P = 0.352


Total 11 129.628 11.784

4 Regression 1 90.709 90.709 23.307 < 0.001 P = 0.089

& Passed

P = 0.869


Total 11 129.628 11.784

The above tables 11 & 12 show there exists relation of dependent variable, Average amount of

products bought with other independent variables - High Price Fluctuation, Poor Quality product,

Poor Promotional Campaigning, Easy Availability.

Discussion on Data Analysis

Currently the Indian FMCG sector witnessed a marked competition from Ayurvedic/ Herbal

companies as this segment encounters the brands of Dabur, Himalaya, Ayur, Patanjali etc apart

from HUL, P&G. Even within the Ayurvedic segment Guru Ramdev’s flagship brand Patanjali

has put an edge over Dabur, Himalaya and others within a short span. Ramdev for massive

penetration of Patanjali’s articles (both medicinal & FMCG) across the nation utilized the key

marketing-mix variables very strategically. The marketing & sale of Ayurvedic medicines and

FMCG items of 12 shortlisted Ayurvedic firms were studied with questionnaire survey in &

around Siliguri. The criteria used for comparative performance rating of 12 firms are used as

variables of study with respect to two key aspects marketing and sales. The opinions of survey

are tabulated on which statistical tests were conducted to ascertain whether the popularity &

teachings of Ramdev or the use of Marketing variables which one mainly contribute to rapid

sales- growth of Patanjali items relative to competitors.

As per the insights drawn from previously shown data analysis, a comparative analysis was

undertaken between the variable of Sale of Ayurvedic Products (That is mean amount of product

bought) with other marketing related variables like - High Price Fluctuation, Poor Quality

product, Poor Promotional Campaigning, Easy Availability. The testing of Hypothesis based t-





Test reveals that alternate Hypothesis (H1) is significant according to the data gathered that

means only the philosophic teachings and popularity of Baba Ramdev is not the sole governing

factor causing sale of Patanjali’s Ayurvedic products rather the various marketing mix factors

contribute the most in this respect. It is further reinforced by the results of Linear Regression

showing good association of marketing variables with sale of Patanjali’s products.

CONCLUSION

Indian health care industry has undergone a paradigm shift due to people’s inclination to

Ayurvedic/Herbal therapy in order to get rid of the various adverse post treatment effects of

Allopathic medication. The results and analysis of this study in Siliguri & outskirts finally arrive

at the following key conclusions-

There is a significant bearing of Marketing tools & strategies on Sale of Ayurvedic & Household

FMCG items in Siliguri area. Though this marketing aspect is neglected by many companies.

This marketing aspect mainly includes Product –quality, Price & its fluctuating trend,

Promotional campaigning, Easy availability i.e. distribution. Out of these, Product Quality and

Promotional measures play more influential role in shaping the buying attitude towards

Ayurvedic items compared to Price and Availability in Siliguri region.

Among the 12 popular Ayurvedic companies in Siliguri, Patanjali’s growth rate appears to be

praiseworthy in terms of sale, awareness and number & size of outlets. Within a very short time

of last 5 years, awareness and utility of Patanjali’s deep product- assortment have been so wide

spread that it secures 3rd

position after Dabur & Himalaya in and around Siliguri.

REFERENCES

1. Ghosh Anirvan. (2015). Baba Ramdev's Business Empire Soars, With His Own Rising

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APPENDIX I

Survey Questionnaire Sheet

Name of Respondent (Customer/Ayurvedic practitioner)

Age Occupation

1. Rate the following Ayurvedic Company from 1 to 12

Sl No Company Name Rating Sl No Company Name Rating

1 Ayur Herbal 7 Hamdard

2 Baidyanath 8 Lotus Herbal





3 Charak Pharmaceuticals 9 Marico

4 Dabur 10 Patanjali Ayurved Ltd

5 Emami Group 11 Vicco Laboratories

6 Himalayan Drug Company 12 Zandu

2. Which company of the above you like most?

3. Why do you use it frequently?

a. Easy availability, b. Good Promotional campaign c. Low Price d. Good Quality

4. How many total products you used to purchase from all the above?

5. How many you usually buy from your most preferred company out of above list?

6. How much you likely to spend in purchasing products from all the above enlisted companies?

7. How much you spend in buying from your preferred company?

8. Put your rate out of 1 to 12 to the following company in respect of lowest price








9. Put your rate out of 1 to 12 to the following company in respect of degree of High Promotional

campaigning in ascending order








10. Put your rate out of 1 to 12 to the following company in respect of degree of High Quality of

Product in ascending order












11. Put your rate out of 1 to 12 to the following company in respect of degree of Easy availability

of Product in descending order (1 for Highest Availability)








12. Put your rate out of 1 to 12 to the following company in respect of degree of Price

Fluctuation of Product in ascending order (1 for Lowest Variation)








13. How much you buy from the following companies in totality

Sl No Company Name Quantity Sl No Company Name Quantity







14. Put your rate out of 1 to 12 to the following company in respect of Overall Average

performance in descending order (1 for Highest Preference)








Date Signature of Respondent

study of present market standing of yogi guru ramdev's flagship

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