Marketing of Organic Products A Study on Consumer Perception towards Patanajali Ayurveda Limited

Abstract

The modern world is witnessing a wide spread expansion in the usage of organic products, be it food products, personal and health-care and cosmetics for the varied and valid reasons. Organic products are becoming more and more popular and people choose them for distinct advantages. The lifestyle pattern has been observed to be changing for the last decade convergent to the consumption of organic products including Ayurvedic medicines owing to the enhanced levels of health consciousness because of other environmental degradation. Consequently, there has been a rapid expansion in the organic market.
Despite the existence of several manufacturers of Ayurvedic medicines for quite a long time, the organic producers and corresponding retailers and dealers have been facing difficulties for one decade only including Patanjali Ayurveda Limited. Although, there had been an exponential growth in Patanjali’s business graph, at the last couple of years have been witnessing a gradual decline in their sales. The study is aimed at investigating the dynamics of consumer behavior towards to organic products with reference to select Patanjali products in Visakhapatnam District, Andhra Pradesh, in the prevailing marketing conditions. On the face of it, the study has analyzed all the elements associated with the organic products including medicines encompassing the global scenario of organic product markets, status of Indian organic market and the role of consumer behavior. An overview of Patanjali Ayurveda Limited, its products and business operations and the role of culture, ethnicity, attitude and society in the consumption of organic products.