The ever changing marketing scenario and heightened competition over the globe has amplified the role of brand at unparalleled level. Every person is a consumer of different brands at the same time. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to brand of eatables and cosmetics. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. Philip Kotler (2008) observed that satisfaction is a person's feelings of pressure or disappointment resulting from product's perceived performance (outcome) in relation to his or her expectations. If the perceived benefits turned out to be almost same as expected, customer is highly satisfied and that is how the company achieves loyalty of the customer towards the products.
The Indian consumer segment is widely segregated in urban and rural markets, and is attracting sellers from around the world. Global corporations see India as one of the key markets from which future growth is likely to emerge. Growth in the Indian consumer market would be driven primarily by a favorable population composition and the increase in disposable income. To buy a product, the customer will go through a behavior buying process. This study is carried out to find out why customers are preferring patanjali products. Patanjali ayurveda home-grown firm in businesses such as food, packaged consumer goods and medical care. The company is expected to record Rs.20,000 crore revenue for fiscal year 2020 (IIFL Institutional Equities report). This study also aims to identify the perception of customers towards the current and expected patanjali products.
Patanjali Ayurved began in 2007 and has benefited from a close association with well-known yoga guru Baba Ramdev. The company is different from a typical business and the stated philosophy is to plow back profits into the company or to be used for social causes. The idea is to be present in as many categories as possible to give consumers more options, and the benefits will be reinvested in innovation and capacity expansion so prices can become more competitive. The firm, in fact, has priced its product at a significant discount to others in a number of categories, which is helping to drive sales. Patanjali is also said to benefit from a shift in consumer preferences toward herbal and ayurvedic products that are considered closer to nature.