A STUDY ON CUSTOMERS PERCEPTION TOWARDS COSMETIC ITEMS IN PATANJALI PRODUCTS WITH SPECIAL REFERENCE TO TIRUPUR CITY K.SUBBULAKSHMI 1 P.GEETHAMANI 2 1 Associate Professor, Department of B.com (CA), Tiruppur Kumaran College for Women, Tirupur. 2 M.phil (Commerce) Research Scholar, Tiruppur Kumaran College for Women, Tirupur. ABSTRACT Fast-moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost. A marketing concept that encompasses a customer's impression, awareness and consciousness about a company offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels. Patanjali is one of the great competitors of FMCG products in the market. The Indian herbal market is flooded with numerous well-known and recognized herbal brands. 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. A healthy lifestyle Indian has become more inclined to Ayurvedic or Herbal therapy as alternative health care for natural cure. 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 eatable and cosmetics. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. The primary objective of this study is to understand the consumer perception and satisfaction studying the awareness of the products within the consumers and the number of consumers who consumes the herbal cosmetics. Keywords: FMCG, herbal cosmetics, herbal therapy, ayuvedic. 1.1 INTRODUCTION Cosmetics are substances used to enhance the appearance or odours of the human body. Cosmetics include skin care cream, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, hair colors, hair sprays and gels, deodorants, hand sanitizer, baby products, bath oil, bubble baths, bath salts, butters and many other types of products. A subset of cosmetics is called make-up, which refers primarily to colored products intended to alter the user s appearance. Many manufactures distinguish between decorative cosmetics and care cosmetics. The Indian cosmetics market is defined as skin care, hair care, color cosmetics, fragrances and oral care segments. Today herbal cosmetics industry is driving growth in the beauty business in India and is expected to grow at a rate of 7% as more people shun chemical products in favour of organic ones. The emphasis of the herbal cosmetics has been on the spectacular growth of the herbal and ayurvedic beauty products business as conveyed by beauty expert shahnaz husain who was the first to introduce the concept of ayurvedic cosmetics to the world when she launched her products way back in 1970. Today, the Indian cosmetics industry has a plethora of herbal cosmetic brands like forest essentials, Biotique, Himalaya, Blossom Kochhar, VLCC, Dabur and Lotus and many more. Herbal cosmetics have growing demand in the world market and are an invaluable gift of nature. There are a wide range of herbal cosmetics products to satisfy beauty regime. Adding herbs in www.icmrr.org 25 icmrrjournal@gmail.com
cosmetics is very safe for our skin. Herbal cosmetics are in high demand due to the increasing interest of mankind towards them because they are more effective with nil or less side effects, easily available ingredients etc. The herbal cosmetics market has enormous potential for further growth. The market for herbal cosmetics products in India is expected to grow at a rapid pace over the coming decades. The market is only beginning to get populated with ayurvedic brand and it will be a while until it gets too crowded. PATANJALI AYURVEDIC AND HERBAL PRODUCTS Patanjali Ayurved Limited is an Indian FMCG company. Manufacturing units and headquarters are located in the industrial area of Haridwar while the registered office is located at Delhi. The company manufactures mineral and herbal products. Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Acharya Balkrishna with the objective of establishing science of Ayurveda in accordance and coordination with the latest technology and ancient wisdom. Patanjali Ayurved Limited is the leading Ayurvedic Company in India, which was incorporated in the year 2006. Patanjali Ayurved Limited manufactures a wide range of Ayurvedic products that include home care, grocery, cosmetic, personal care, health care, medicine, nutritional products, etc. Patanjali operates via 4 business segments, viz., foods (foods, supplements, digestives, dairy, juices, etc), FMCG Cosmetics (shampoo, soaps, face wash, beauty cream, skin care lotion), home care (detergent cakes, powder, liquid), etc) and Ayurvedic products (health care products for blood pressure, skin diseases, joint pain, etc).. 1.2 REVIEW OF LITERATURE Sawant, (2013) 1, the research conducted by Sawant, (2013) the study mentioned that consumers perception towards ayurvedic cosmetic products. The absence of side effect is the most important factor that influence women in the purchase of skin care products. Sinha and Singh reported (2015) 2, she said that, competition in the cosmetic market in India between nation land international brand, and between herbal and chemical product. The increase tendency and attraction of younger generation especially female are towards the natural products. Rekha and Gokila, (2016) 3, found that consumers are well aware with various herbal cosmetics and now no longer considered as luxury items. The perception of side effect and the chemical is the reason to switch over to herbal based cosmetics. 1.3 STATEMENT OF THE PROBLEM Consumers are the masters of their money and they have an enormous influence on the economic market change because they possess the ability to implement and coordinate their choice of spending or saving in the purchase decision. Consumers are influenced by their attitude towards the product and therefore marketers need to implement their strategies and tactics frequently in order to achieve more consumers. Satisfaction and accurate target in finding out what customers are aware off and their attitude and there by offering products according to this needs will help the industry stake holders to enrich their customer experience and accelerate growth of the market. Hence this research aims to explore the customer s perception towards cosmetics items in patanjali products with special reference to tirupur city. www.icmrr.org 26 icmrrjournal@gmail.com
1.4 OBJECTIVES OF THE STUDY To study the customers awareness level and preference towards patanjali cosmetic products. To analyze the factors influencing the customers to purchase patanjali cosmetic products. To identify the customers satisfaction level and problems faced by the customers in patanjali cosmetic products. 1.5 RESEARCH METHODOLOGY In the present study descriptive analysis has been carried out, to study the customer s perception towards cosmetic items in patanjali products. The primary data used in the study through questionnaire method. The secondary data were collected from various books, journals, magazines and websites. The sample size has been taken as 50 respondents. The sampling technique used in this study is convenient random sampling. TOOLS FOR ANALYSIS The following statistical tools are used in this study for the purpose of analysis. Simple percentage analysis Rank analysis Point analysis Chi-square test 1.6 LIMITATION OF THE STUDY This study was restricted to Tirupur city only. The study is based on the opinion expressed by customers only. This study was fully based on respondents view; hence there are more chances for human bias. Time constraint is the major limit of this study. 1.7 ANALYSIS AND INTERPRETATION TABLE N0 7(1) PERSONAL FACTORS S.NO VARIABLES CHARACTER NO OF PERCENTAGE 1 GENDER Male 10 20 Female 40 80 2 AGE GROUP Below 20 years 4 8 20-30 years 34 68 30-40 years 8 16 Above 40 years 4 8 3 EDUCATIONAL QUALIFICATION Illiterate 2 4 School level 8 16 Graduate 35 70 Professional 3 6 Others 2 4 www.icmrr.org 27 icmrrjournal@gmail.com
4 OCCUPATION Student 31 62 Business 5 10 Employee 7 14 House wife 4 8 Others 3 6 5 FAMILY MONTHLY INCOME Rs.10001-20000 18 36 Rs.20001-30000 16 32 Rs.30001-40000 9 18 Above Rs.40000 7 14 6 MARITAL STATUS Married 16 32 Unmarried 34 68 INTERPRETATION The above table clearly describes, out of 50 respondents, 20 % of the respondents are male and 80% of the respondents are female. 8% were in the age group of below 20 years, 68% were 20-30 years in the age group, 16% were 30-40 years in the age group, and 8% of the respondents were above 40 years in the age group. 4% of the respondents were illiterate, 16% of the respondents were school level, 70% of the respondents were graduate, 6% of the respondents were professional and 4% of the respondents were others. The above table reveals that, out of 50 respondents 62% of the respondents are students, 10% of the respondents are business and 14% of the respondents are employees, 8% of the respondents are house wife, and 6% of the respondents are others. This table portrays that, 36% of the respondents have family monthly income Rs.10001-20000, 32% of the respondents have family monthly income Rs.20001-30000, 18% of the respondents have family monthly income Rs.30001-40000 and 14% of the respondents have family monthly income above Rs.40000 and 32% of the respondents were married and 68% of the respondents were unmarried. TABLE N0 7(2) AWARENESS OF PATANJALI COSMETIC PRODUCTS S.NO AWARENESS NO.OF PERCENTAGE (%) 1 Advertisement 31 62 2 Friends 5 10 3 Relatives 10 20 4 Neighbours 4 8 The above table shows that, 62% of the respondents are aware about patanjali cosmetic products through advertisement, 10% of the respondents are aware through their friends, 20% of the www.icmrr.org 28 icmrrjournal@gmail.com
respondents are aware through their relatives and 8% of the respondents are aware through their neighbours. TABLE N0 7(3) PLACE OF PURCHASE S.NO PLACE NO.OF PERCENTAGE (%) 1 Patanjali shop 24 48 2 Online shopping 7 14 3 Super market 5 10 4 Departmental store 14 28 This table portrays that, out of 50 respondents 48% of the respondents are purchase from patanjali shop, 14% of the respondents are purchase from online shopping, 10% of the respondents are purchase from super market and 28% of the respondents are purchase from departmental store. TABLE N0 7(4) REASON FOR PREFERING PATANJALI COSMETIC PRODUCTS S.NO REASON NO.OF PERCENTAGE (%) 1 Low price 5 10 2 Brand name 7 14 3 Natural product 26 52 4 Quality 12 24 This table portrays that, out of 50 respondents, 10% of the respondents are prefer to patanjali cosmetic product for the purpose of low price, 14% of the respondents for brand name, 52% of the respondents for natural product and 24% of the respondents shift to patanjali cosmetic product for the purpose quality. TABLE N0 7(5) RANK ANALYSIS FOR FACTORS INFLUENCING TO PURCHASE PATANJALI COSMETIC PRODUCTS S.NO FACTORS I II III IV V VI VII VIII TOTAL RANK VALUE 1 Low price 9 7 11 9 6 2 3 3 271 2 2 Attractive 2 5 9 9 6 11 6 2 221 4 package 3 Brightness - 7 8 8 11 7 4 5 215 5 4 Long freshness 4 1 1 5 9 11 7 12 165 7 5 Fragrance 2 1 3 6 4 11 16 7 159 8 6 Quality 2 15 9 3 9 3 3 6 247 3 7 Nature 24 7 5 2 2 1 8 1 309 1 8 Advertisement 7 7 4 8 3 4 3 14 213 6 www.icmrr.org 29 icmrrjournal@gmail.com
The above table reveals that nature which assigned as first rank, low price assigned as second rank, quality assigned as third rank, attractive package assigned as fourth rank, brightness assigned as fifth rank, advertisement assigned as sixth rank, long freshness assigned as seventh rank, fragrance as eighth rank. TABLE N0 7(6) PROBLEMS OF PATANJALI COSMETIC PRODUCTS S.NO OPINION NO.OF PERCENTAGE (%) 1 Yes 17 34 2 No 33 66 The above table depicts that problem of using patanjali cosmetic products. Out of 50 respondents 34 % of the respondents face problems by using patanjali cosmetic products and 66 % of the respondents do not face problems by using patanjali cosmetic products. TABLE N0 7(7) RANK THE PROBLEMS IN PATANJALI COSMETIC PRODUCT S.NO PROBLEMS 1 2 3 4 5 6 7 8 TOTAL POINTS RANK 1 Irritation 4 2 4 2-1 1 3 88 2 2 Rashes - 2 4 2 1 2 4 2 68 6 3 Allergy 1 4 1-3 6 2-76 4 4 Pimples 2-1 4 5 1 1 3 70 5 5 Hair loss - - 1 5 4 2 1 4 59 8 6 High price - 2 3 3 1 2 4 2 67 7 7 Low quality 1 6 3-3 1 2 1 88 2 8 Non-availability of products 9 1-1 - 2 2 2 96 1 The above table reveals that non-availability of products assigned to first rank, low quality and irritation assigned to second rank, next rank assigned to allergy, pimple assigned to fifth rank, rashes assigned to sixth rank, high price assigned to seventh rank, and hair loss assigned to eighth rank. TABLE N0 7(8) TYPES OF PATANJALI COSMETIC PRODUCTS S.NO TYPES NO.OF PERCENTAGE (%) 1 Face care 25 50 2 Body care 8 16 3 Hair care 17 34 www.icmrr.org 30 icmrrjournal@gmail.com
The table shows that mostly 50% of the respondents are used face care, 16% of the respondents are used body care, and 34% of the respondents are used hair care. TABLE N0 7(9) LEVEL OF SATISFACTION S.N O FACTORS HS S N DS HDS TOTAL POINT MEAN VALUE S 1 Quality 115 84 15 0 1 215 4.3 2 No side effects 50 96 39 4 1 190 3.8 3 Brand name 60 76 51 2 1 190 3.8 4 Price 55 72 36 16 1 180 3.6 5 Availability of 40 40 39 16 11 146 2.92 products 6 Quantity 25 76 30 28 2 161 3.22 7 Varity of products 20 18 11 0 1 206 4.12 The above table shows that most of the respondents were mean score (4.3) and (4.12) are highly satisfied with quality and Varity of products, most of the respondents were mean score of (3.8), (3.8), (3.6), (3.22), and (2.92) are satisfied with no side effects, brand name, price, quantity, availability of products. TABLE NO 7(10) CHI-SQUARE TEST GENDER AND AWARENESS Ho: There is no significant relationship between gender and awareness. Awareness Gender Advertisement Friends Relatives Neighbors Total Male 3 4 2 1 10 Female 2 27 8 3 40 TOTAL 5 31 10 4 50 Calculated value: 6.038 Table value: 7.815 Degree of freedom: 3 Result: Hypothesis accepted The personal factor (Gender) compared with awareness level. The calculated value is less than the table value. So, hypothesis accepted. Hence we conclude that there is no significant relationship between gender and awareness. www.icmrr.org 31 icmrrjournal@gmail.com
TABLE NO 7(11) CHI-SQUARE TEST AGE GROUP AND TYPE OF PATANJALI COSMETIC PRODUCTS Ho: There is no significant relationship between age group and type of patanjali cosmetic products. Type of patanjali cosmetic products Age group Face care Body care Hair care Total Below 20 years 0 2 2 4 20-30 years 22 3 9 34 30-40 years 3 1 4 8 Above 40 0 2 2 4 years TOTAL 25 8 17 50 Calculated value: 14.428 Table value: 12.592 Degree of freedom: 6 Result: Hypothesis rejected The personal factor (Age group) compared with type of patanjali cosmetic products. The calculated value is more than the table value. So, hypothesis rejected. Hence we conclude that there is significant relationship between age group and type of patanjali cosmetic products. TABLE NO 7(12) CHI-SQUARE TEST EDUCATIONAL QUALIFICATION AND REASON FOR PREFER Ho: There is no significant relationship between educational qualification and reason for prefer. Educational Reason for prefer qualification low price Brand name Natural Quality Total products Illiterate 1 0 1 0 2 School level 1 2 2 2 7 Graduate 3 4 21 8 36 Professional 0 1 2 0 3 Others 0 0 0 2 2 TOTAL 5 7 26 12 50 Calculated value: 14.870 Table value: 21.026 Degree of freedom: 12 Result: Hypothesis accepted The personal factor (Educational qualification) compared with reason for prefer. The calculated value is less than the table value. So, hypothesis accepted. Hence we conclude that there is no significant relationship between educational qualification and reason for prefer. www.icmrr.org 32 icmrrjournal@gmail.com
1.8 FINDINGS: SIMPLE PERCENTAGE Majority 80% of the respondents are female. Majority 68% of the respondents comes under the age group of 20-30 years. Majority 70% of the respondents are graduate. Majority 62% of the respondents are students. Mostly 36% of the respondents have the family monthly income of Rs.10001-20000. Majority 68% of the respondents are unmarried. Maximum 48% of the respondents purchase from patanjali shop. Mostly 62% of the respondents are aware about patanjali cosmetic products through advertisement. Mostly 52% of the respondents prefer to patanjali cosmetic products for the purpose of natural product. Majority 66 % of the respondents are not faced any problems by using patanjali cosmetic products. Mostly 50% of the respondents are used face care products in patanjali. RANK Majority of the respondents influenced by purchase patanjali cosmetic products for the nature as first rank. Majority of the respondents choose non-availability of products of their problem as first rank. POINT ANALYSIS Most of the respondents were mean score (4.3) are highly satisfied with quality. CHI-SQUARE TEST The personal factor (Gender) compared with awareness level. The calculated value is less than the table value. So, hypothesis accepted. Hence there is no significant relationship between gender and awareness. The personal factor (Age group) compared with type of patanjali cosmetic products. The calculated value is more than the table value. So, hypothesis rejected. Hence there is significant relationship between age group and type of patanjali cosmetic products. The personal factor (Educational qualification) compared with reason for prefer. The calculated value is less than the table value. So, hypothesis accepted. Hence there is no significant relationship between educational qualification and reason for prefer. 1.9 SUGGESTIONS To provide patanjali cosmetic products for available all the nearest retail shops and stores. The samples should be distributed to the people. The package of the product should be more attractive to increase the sales. Offers and discounts should be announced frequently. The price of the patanjali cosmetics product can be reduced which would attract more customers. The manufacturers can conduct a survey for knowing the consumer need. 1.10 CONCLUSION The study reveals that most of the respondents are aware of the herbal cosmetics. The people now are not considering the cosmetics as luxury, most of the consumers feel that there are more chemicals in cosmetics, which cause many side effects, and started switching over to herbal based cosmetics. The cosmetic manufacturing company after realizing the need of the customer started www.icmrr.org 33 icmrrjournal@gmail.com
providing herbal based cosmetics. Many respondents feel that there is more chemical combinations in the herbal cosmetics, which can be reduce by the manufactures, so that it would increase its usage by the customers. This study enables the manufactures to know the need and preference of the customers which can be implemented by them to improve their products. ayurvedic and Herbal remedies are available in all Patanjali and organic stores. ayurvedic products are reasonably cost effective and well accepted by customers. They are easily available and do not have side effects. With its rich biodiversity and rich heritage of Indian medicinal system, India would draw world attention as an abode of eco-friendly medicinal systems that are in harmony with the nature. It is concluded that all the customers are aware of the product, and the customers are satisfied with the quality and price of the products. 1.11 BIBLIOGRAPHY REFERRED BOOKS: C.R. Kothari Research methodology New age international publishers, new delhi, 1990, 2 nd Edition. Philip kotler Marketing management Himalaya publishers, new delhi, 1998, 9 th Edition. S.P. Gupta Statistical methods Sultan chand and sons publishers, 1995, 8 th Edition. D.D. Sharma Market research JOURNALS: 1. Sawant (2013) the Evolution of Indian Government Policy on Ayurveda in the Twentieth Century. SUNY Press. pp. 43 76. 2. Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market. International Journal of Management and Science. 3. Rekha and Gokila, (2016) Herbs and Herbalism. London: Orbis publishing Limited. Vol2, Page. 151. WEBSITES: www.patanjaliayurved.net Patanjaliayurved.org www. google.com www. Wikipedia.com www.icmrr.org 34 icmrrjournal@gmail.com