International Journal of Scientific & Technology Research

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IJSTR >> Volume 9 - Issue 3, March 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Customer Preference And Perception For Patanjali Products With Special Reference To The Households In District-Mathura (UP)-India

[Full Text]



Pragalbh Sharma



FMCG, Customer preference, Customer perception, Patanjali



The segment of Fast Moving Consumer Goods is one of the rapid growing segments in this entire world. There are several FMCG companies working in our country ranging from Hindustan Unilever Limited to ITC including Patanjali. The rationale of this research work is to know about the preference and perception of households of Patanjali products in District-Mathura (UP) - India. The primary data was gathered from 170 households of the district with the help of a well prepared questionnaire. Exploratory Factor analysis is used for the analysis of the data while reliability analysis has been conducted to test the reliability of the data. The important findings of this work revealed that the originality of the products along with their quality influences the households here to buy the Patanjali products. Also, the household perceives these products very safe to be consumed as they are unadulterated and the company is not compromising with the quality of its products. Further analysis of the facts also explain whether the company may have long term sustained success in the market or not, in response of which the households have agreed to repeatedly purchase the Patanjali products and they also refer it to their relatives and friends. Therefore, it can be assumed primarily that the households generally prefer to buy Patanjali products over other available substitutes in the market because they perceive these products to be of superior quality.



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