Abstract: This study explores consumer perception and buying behavior toward Patanjali Aloe Vera Juice and Amla Murabba in Varanasi District, Uttar Pradesh. Using a descriptive research design, primary data was collected from 150 randomly selected consumers through a structured questionnaire. Analytical tools such as Chi-square test, Garrett Ranking, and Likert scale were employed. Results revealed that 30.66% of respondents chose Patanjali based on personal experience, while 24.66% prioritized quality. Patanjali held an 18% market share among the surveyed companies. Although consumer perception was largely neutral (46%), favorable impressions stood at 30%. Key challenges included lack of availability, product awareness, and poor communication. The study recommends expanding distribution, improving awareness, and strengthening promotional strategies.
Keywords: Patanjali, consumer behavior, Aloe Vera Juice, Amla Murabba, Varanasi, FMCG, marketing, herbal products
Author: Dipanshu Bisen and Ashish S. Noel
doi: https://doie.org/10.10346/AE.2025598779
Reference: Chaudhary, M. & Ghai, S. (2015). Perception of Young Customers towards FMCG Brands Jaggi, R. & Ghosh, M. (2017). Analytical Study on Patanjali Products Pooja Agarwal & C.K. Tiwari (2019). Gender and Age Influence on Purchase Behaviour Raghavendran, V. & Frank, R. (2015). Impact of Ayurveda on FMCG Market Rakshit (2016). Comparative Pricing of Patanjali and Competitors S. Anupriya (2017). Customer Wellbeing and Herbal Preference
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