Author(s):

Dr. Sandhya Rani, Dr. Kirti Kesarwani and Dr. Sumita Rana

Abstract: Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behaviour in the marketplace when purchasing a product or service. Presently consumers are more conscious for their health and maintaining the quality of life. They prefer to consume the products which help them to protect the good state of their health as well as provide maximum satisfaction. This particular tendency has been responsible for extraordinary popularization of Patanjali products. Patanjali products are pure and effective that satisfies the needs of consumers without affecting environment and health of consumers. In this study an attempt has been made to know the consumer buying behaviour towards Patanjali products. For this a survey was conducted on 90 randomly selected consumers who consume the Patanjali products since its starting in Pantnagar market (February, 2008). This paper studies the decision making process and the factors affecting the consumer decision process for Patanjali products. The findings of the study revealed that half of the respondents among the total sample reported to purchase Patanjali products due to their medicinal value. Half of the respondents reported that neighbours/relatives/family members were the major source of information about Patanjali products. Patanjali products have been evaluated as better quality and medicinal value of products by 40 per cent and 33.33 per cent respondents respectively. Advice and preference of family members and past experience with products are the major factors affecting decision making process whereas price, brand, advertisement, festive occasion and purchasing pattern as affecting factors were only reported by few of respondents.

Pages: 1095-1097  |  2119 Views  1214 Downloads

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