Abstract: This research paper examines consumer perceptions towards Patanjali products in the Kasganj district of Uttar Pradesh, with a focus on socio-economic factors influencing brand preference. A total of 110 respondents were surveyed, revealing that age and literacy significantly shape consumer choices. The study found that 28% of the participants aged 40-50 and 27.33% aged 30-40 predominantly drive market preferences. Patanjali leads with a market share of 18%, followed closely by ITC and HUL at 14% each. Personal experience and product quality emerged as the most influential factors, cited by 30.66% and 24.66% of respondents respectively. Additionally, 46% of consumers hold a neutral view of Patanjali products, while 30% view the brand favourably. These findings highlight the critical role of consumer experience and perceived quality in shaping brand loyalty and market share, offering strategic insights for FMCG companies operating in diverse socio-economic landscapes.
Keywords: Examine, Reveal, Literacy, Brand, Landscape
Author: Ajay Pratap Singh and Dr. Ameesh J. Stephen
doi: https://doie.org/10.0522/AE.2024785050
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