Buying Behavior

Eng. Hansal Shah

Diplomová práce

Abstract:

In In a country like India, with the increasing importance of Yoga and with the presence of various herbal brands and products, people are becoming more and more conscious towards leading a healthy life and their emphasis on herbal and ayurvedic products have increased a lot, which gives a way to different brands to tap the potential of such market. Increased yoga and usage of herbal products is causing social revolution. Patanjali, as a result has emerged as one of the leading brand in the market, it is setup with an aim of spreading awareness regarding swadeshi products. With the availability of wide variety of herbal and ayurvedic products in the Indian market the uncertainty of purchase or non-purchase of a product exists unless many of them accept the decision. Thus in order to achieve success in a country like India various factors needs to be considered while studying consumer choices. Thus the main objective of the study is to examine the consumer buying behavior towards Patanjali products in the state of Gujarat. Quality and Benefits derived from the product are the major factors affecting the purchase decision of the consumer pertaining to a certain product. Besides these two significant factors there are several other factors which influence the consumer decision to buy Patanjali products, the study tries to highlight these important factors. For the purpose of accomplishment of goals, the study is divided into two sections. The first section deals with the formulation of goals, backed by a strong literature review to give this study accurate supporting facts. The second section of the study deals with the collection of primary data with the help of questionnaire collected from 100 respondents randomly selected based on the convenience of the researcher and their analysis with suggestions and recommendations of the study.

Keywords

Consumer Buying Behavior, Consumer choices, FMCG, Patanjali products, Herbal Products, Healthy Lifestyle, Role of Personal Factors

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration