FACTORS INFLUENCING CONSUMERS BUYING BEHAVIOURS …

Xi'an Shiyou Daxue Xuebao (Ziran Kexue Ban)/ Journal of Xi'an Shiyou University, Natural Sciences Edition

ISSN:1673-064X E-Publication: Online Open Access

doi: https://doicatalog.org/19.4101/jxsu.v64i6.1985

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FACTORS INFLUENCING CONSUMERS’ BUYING BEHAVIOURS

TOWARDS AYURVEDIC PRODUCTS: A CASE STUDY OF

PATANJALI PRODUCTS

Achut P. Pednekar 1and Jayesh B. Mayekar 2

1

Associate Professor, Department of Commerce, Dnyanprassarak Mandal’s College and Research Centre, Assagao, Bardez – Goa Email: [email protected] 2

Assistant Professor, Department of Commerce, Dnyanprassarak Mandal’s College and Research Centre, Assagao, Bardez – Goa Email:[email protected]

ABSTRACT

The Indian economy has been spearheading the global supply chain of merchandise across several continents. The exigencies of the universal healthcare market catering to varied needs of economies have been met by several types of healthcare products. More recently we have witnessed a paradigm shift from allopathic medicine to ayurvedic medicine owing to its varied benefits and growing curiosity and consciousness of the global market for these products. AYURVEDA – is the Sanskrit word that derived from two synonyms, “Ayur” which means “life” and “Veda” which means knowledge. Ayurveda originated in India centuries year ago but has been distinct in approach to the global population due to varied reasons but has been always around. Ayurvedic therapies are based on the complex compound of herbs, minerals, and metals. India’s domestic market is a huge customer base for many products. Attraction towards India’s market by the various businessmen mainly due to favorable population. Among all FMCG companies in India Patanjali company is the fastest-growing companies. The article focuses on the various factors that influence the consumers' buying behavior towards the purchase of ayurvedic products. Research data was collected using a primary survey of 500 respondents. Descriptive statistics, Chi-square, Garrett ranking methods, correlation and regression analysis statistical tools used in the paper, and it is concluded that Reasonable price, trust, ayurvedic products are the main factors that have attracted the consumers more to purchase the Patanjali ayurvedic products. Most of the consumers are happy and satisfied with the Patanjali ayurvedic products Keywords: Consumers’, Ayurvedic products, Consumer behaviour, Fast Moving Consumer Goods.




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1. INTRODUCTION

AYURVEDA –is the Sanskrit word that derived from two synonyms, “Ayur” which means “life” and “Veda” which means knowledge. When logic is systematically arranged with “knowledge” it becomes science. That is why Ayurveda is also known as the science of life. Its roots are penetrated in the ancient Vedic literature consisting of physique, mind, and spirit. Being 5000 years old Ayurveda is widely used even today. It focuses on prevention is better than cure and natural power to cure an illness. The practice of Ayurveda dates to the Vedic period and has experienced prosperity as these Vedas taught and shared Vedic lessons since civilization. During the 20th century, Ayurveda started its journey towards the west with the gaining popularity of yoga and spiritualism. The Sanskrit word for health is “Swastha” which means a state of perfect harmony between mind, soul, and the entire human body. Even though this goal is quite difficult to achieve, through Ayurveda one can achieve perfect health. Ayurveda is founded on the basic five elements of nature. They are earth, water, fire, air, and ether (space). It is found that in all substances these five elements appear. The classical Ayurveda started its journey from the transfer of medical knowledge from Gods to sages and human physicians. Over the years Ayurvedic therapies have changed. Ayurvedic therapies are based on a complex compound of herbs, minerals, and metals. Patanjali Ayurved Ltd. is an Indian Fast Moving consumer goods company with its manufacturing plant located in Haridwar and the head office is in Delhi. Patanjali company manufactures minerals and herbal products and imports most herbs in India from the Himalayas of Nepal. All over India Patanjali have almost 50 manufacturing units set up. Baba Ramdev and Acharya Balkrishna established the Patanjali Ayurved Limited in 2006. Its objective was to harmonize the science of Ayurveda and coordinate with the latest technology and ancient wisdom. It manufactures over 300 medicines for treating diseases and adverse body conditions. Ramdev baba was born on 25th December 1965 as Ramkishen Yadav. He is an Indian yoga guru and co-founder of Patanjali Ayurveda ltd and also he is famous for his Ayurvedic work, Agriculture, Business, and Political Issues. Ramdev baba was born in Haryana at Hazaribag Ali Saiyadpur village of Mahendragarh district. His parents Ram Niwas Yadav and Gulabo Devi were farmers. When he was just 2 1/2 years old he became paralyzed and was later restored (cure) his health by doing regular yoga. After the second world war, a lot of changes have taken place and among them, even the behavior of consumer has changed, earlier the market was a seller’s monopoly and now after the change, the buyers were given more importance in the market. Buyers were not given importance in the market by the seller and even the manufacturer is to produce the product as per their expectation and as now the consumer is treated like a god, so every manufacturer considers the consumer behavior before they produce the products. This led to swing the attention of manufacturer to consumer from the product and now especially they keep the eye on consumer behavior before they produce the products. Consumer behavior means the individual consumer who chooses, purchase, use of ideas, goods, and services that satisfied the individual needs and wants. Marketers want to understand the




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behavior of consumers because it provides an idea to them why customers will purchase specific goods or services also it helps which products are most demanded and how the product will attract the consumers to purchase those products. According to Engel, Blackwell, and Mansard, “Consumer Behaviour is the actions and decision processes of people who purchase goods and services for personal consumption”. 2. REVIEW OF LITERATURE

Vishnu P.M., et al. (2019) study conclude that customers are mostly satisfied with the price and the quality of Patanjali products that lead to an increase in brand loyalty. P. Sivaranjani (2019) result concludes that most of the consumers are preferring the Himalaya branded ayurvedic products. Marital status as a factor has a positive influence on the customers' satisfaction whereas age and gender factor does not have any impact on the customers' satisfaction. Suganya R, et al. (2018) A study on brand awareness towards selected ayurvedic healthcare products. Result concludes that most of the customers are not changing their brands, but sometimes they changed their brand due to doctor advice and a hike in price. P. Anitha, et al. (2018) Consumer satisfaction on Patanjali products. The research result revealed that the maximum consumers are highly satisfied with the Patanjali products, and the variables namely marital status, the period of usage, the amount spent, and suggestion to purchase are associated with the customers satisfaction level towards Patanjali products. Suganya R, et al. (2017) In their research article customer buying behavior of selected ayurvedic healthcare products. The researcher revealed that the respondents prefer an ayurvedic product with a specific brand because of the chemical-free and quality of the products. The customer buying a variety of ayurvedic healthcare products that satisfy their wants. P. Rajeswari, et al., G. Gurusanthosini, et al. & O. Sangeetha (2017) result indicate that the different factors influencing the buying behaviors of consumers towards Patanjali ayurvedic in personal care products. Most people prefer Patanjali herbal products due to its price, quality and quantity and they are satisfied towards the products. K. S. Kavitha, et al. (2017) A study on customer satisfaction towards Herbal products. The result shows that herbs are one of the oldest, and widely accepted herbal products. Consumers should be educated and make aware about herbal products. Herbal products help to maintain the consumer good health. P. Sekar (2017) result revealed that there is no association between the demographic factors and the reason for selecting the Himalaya ayurvedic products whereas marital status and occupational status has a significant relationship with the reasons for selecting the Himalaya ayurvedic products. Chandiraleka E, et al. (2016) Customer awareness and satisfaction of selected ayurvedic & herbal products A study. Ayurvedic products are accepted by the consumers due to reasonable price and cost-effective. Customers are highly satisfied with the quality and price of the products. Pujari Neelkanth M, et al. (2015) has conducted a study on Indian consumer’s buying behavior and perception of herbal Drugs. Results revealed that most people are using herbal products and also




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had a strong belief in herbal medication. Chiew shi wee (2014) Consumer perception, purchase intention, and actual purchase behaviour of organic food products. Finding of the study that factor such as safety, health, and environmentally friendly and animal welfare has a positive influence on purchase intention. Quality constructs have no significant effect on purchase intention. 3. STATEMENT OF THE PROBLEM

Nowadays consumers' position plays a vital role in this competitive market, they are either an individual or a group of peoples that decide what they need to purchase or not to purchase from this competitive market as in Infront them a lot of varieties of products are available. The manufacturer/ producer must understand the consumer behaviour as well as which products will be most demanded. Earlier consumers were using allopathic products and suffered from a lot of side effects, due to that in today’s scenario ayurvedic products have given more importance by the consumers. The existing review of the literature shows that only a few factors were studied regarding the ayurvedic products, so the researcher wants to study the various factors that have influence the consumers to purchase the ayurvedic products and the consumer satisfaction towards ayurvedic products. 4. OBJECTIVES OF THE STUDY

1. To study the impact of demographic profile on purchase of ayurvedic products. 2. To study the sources of awareness towards ayurvedic products. 3. To examine the factors influence to purchase the ayurvedic products. 4. To study the level of customer satisfaction towards ayurvedic products.

5. HYPOTHESIS OF THE STUDY

1. To study the impact of demographic profile on purchase of ayurvedic products. H0: There is no association between the demographic profile of the

respondents and the level of customer satisfaction. H0: Income does not have a significant impact on spending power. H0: There is no significant association between gender and the period of using

Patanjali products. 2. To study the sources of awareness towards ayurvedic products. H0: Customer Satisfaction does not depend on the source of information.

3. To examine the factors influence to purchase the ayurvedic products. H0: There is no relationship between the various factors influencing the

purchase of ayurvedic products. 4. To study the level of customer satisfaction towards ayurvedic products.

H0: There is no significant influence of Reasonable Price on Customer Satisfaction.




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6. SIGNIFICANCE OF THE STUDY Consumer behaviour refers to the decision process undertaken by the consumer concerning the purchase of products. Several factors are affecting the purchase behaviour of consumers. The health of the individual is the most important part that has an impact on the decision taken to purchase goods. Recently there is a rise of Patanjali Ayurvedic products in the market as it has penetrated the business industry through the sale of several herbals and Fast-Moving Consumer Goods (FMCG) products. This stems from the fact that Patanjali has adopted a penetration pricing strategy by selling the products at a lower price as compared to its rivals in the market. The Patanjali Ayurvedic Limited company has been heavily advertised through the massive use of social media such as Facebook, YouTube, etc. because of the massive promotion Patanjali has garnered a lot of customer attraction. Modern days consumers choose those products that are detrimental to their health. Patanjali has been creating awareness among the common people regarding the benefits of using ayurvedic/herbal products as opposed to others that have probable side effects. Because of the above, it would be interesting to study the factors that influence consumer purchase behaviour concerning Patanjali products and customer satisfaction. 7. RESEARCH METHODOLOGY Research helps the researcher to collect the data and analyze it in the proper way to understand the selected topic thoroughly. Research methodologies provide the summary that helps to achieve the objectives. To collect the data Qualitative and Quantitative research methods were used, the framed hypothesis was tested with statistical significance level using quantitative research methods. The data has been collected through a primary and secondary source, primary data collected through a structured questionnaire from Bardez Taluka (North Goa). The data were collected from the 500 respondents through a random sampling method, the questionnaires were prepared in the google form and send through WhatsApp and mail. In the questionnaire customer demographic profile is also the part and other questions of factors are rated on concern measurement of scale where ratting represents 1 “Strongly Disagree” and 5 “Strongly Agree”. Cronbach’s alpha was used to check the reliability of the data. Chi-square, Garrett Ranking, ANOVA, Correlation, and Regression statistical tools were utilized. Data entry, decoding of data, and analysis were done from IBM SPSS 25. 8. DATA ANALYSIS AND INTERPRETATION 8. 1 RELIABILITY TEST Reliability test is carried out once the researcher collects the data through primary source and to check the data that has collected has consistency. The reliability of the questionnaire is checked by Cronbach’s Alpha (Cronbach, 1984). This test is used based on the various variable used in the questionnaires. After running the reliability




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test result found that Cronbach’s Alpha is 0.892 (shown in table 1) that means collected data is 89.20% valid and reliable and that data is above the standard Cronbach’s Alpha of 0.7 (Sekaran 2000). Thus, this proves that the data collected from the structured questionnaires are reliable.

Table No. 1. Reliability Test

Cronbach's Alpha N of Items

.892 28

Source: compile from primary data through SPSS 8. 2 DEMOGRAPHIC DETAILS

Table No. 2: Demographic Profile of the Respondents

Demographic Variables Percentage

Age

Below 20 years 19.6

21 - 40 Years 54.2

41 - 60 years 21.8

Above 60 Years 4.4

Gender Male 36.4

Female 63.6

Locality Urban 36.8

Rural 63.2

Occupation

Student 25.6

Business 11.8

Professional 16.0

Government Employee 11.8

Housewife 27.2

Private employee 7.6

Marital status Married 53.0

Unmarried 47.0

Income

< `25,000 40.8

`25001 - `50000 12.8

`50001 - `75000 16.0

`75001 - `100000 14.2

> `100000 16.2

Source

Magazines 2.6

Television 32.6

Add in print media 14.0

Friends and Relatives 15.8

Colleagues 6.0

Social Media 13.4

Advertisement 15.6

Source: compile from primary data




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Out of 500 respondents, the majority (54.2%) belong to the age group of 21-40 years as this youngster is watching the advertisement on the television and they are the targeted consumers to purchase the natural healthcare products. 21.8% of the respondents from age group of 41- 60 years. 19.6% of respondents were below 20 years and the remaining 4.4% respondents belonged to the age group of above 61 years. 63.6% of respondents were female whereas 36.4% were male using the Patanjali ayurvedic products. 63.2% of respondents using the ayurvedic products are from rural areas and 36.2% are from urban areas. The maximum respondents were belonging to the housewife with the share of 27.2% and the remaining 78.2% included students, businessmen, professional, Govt. employees, and private employees. Most of the respondents (53.0%) are married those are preferring ayurvedic products due to less side effects. 40.8% respondent’s income less than `25,000, 16.2% respondents have income more than `1,00,000, 43% of the respondent’s income in the range of `25,001 - `50,000, `50,001 - `75,000 and `75,001 - `1,00,000. Television act as an important source of information that helps the respondents to get the required information about the products and due to that maximum respondent (32.6%), the source of information is television followed by friends & relatives, advertisement, print media, social media, and colleagues. 8. 3 GARETT RANKING ANALYSIS Garett Ranking method was used to identify the major factor that influences the consumers to purchase the Ayurvedic products. Respondents have been told to give the rank to the individual factor and based on the formula result has been found out.

Table No. 3: Garett Ranking Method

Sr. No.

Factors Garrett Score

Percentage Rank

1 Information Availability 20737 41.47 8th

2 Quality 21812 43.62 4th

3 Ayurvedic Products 21818 43.64 3rd

4 Reasonable Price 22084 44.17 1st

5 Wide Range 21720 43.44 5th

6 Trust 22036 44.07 2nd

7 Brand Ambassador 21471 42.94 6th

8 Brand image 21151 42.30 7th

Source: compile from primary data From Table No. 3, the respondents have ranked the various factors that have influence the consumers' purchase decision. Compare to other ayurvedic products the Patanjali ayurvedic product's prices are reasonable. The respondents gave 1st rank to this factor as the intermediator is not involved in the distribution channel, so the extra cost has not been incurred due to that the manufacturer can be able to sell the product at a reasonable price. The consumer has faith and trust in the product,




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they ranked this factor 2nd, Ayurvedic products have ranked 3rd as after consuming and using this product the consumers realized that products have most of the natural ingredients and they do not have any side effect. The customer gave Quality factor 4th rank and wide range of product as 5th rank due to an increase in competition company have to produce a variety of products and due to that, they may not be able to give more attention to the quality of the products. Brand Ambassador ranked 6th and brand image ranked 7th. Due to lack of information made available to the customers and even the company do not make proper awareness about the various products, consumers are not getting the required information to purchase the product because of that this factor have ranked last i.e 8th rank. 8. 4 CHI-SQUARE ANALYSIS H0: There is no association between the demographic profile of the respondents and

the level of customer satisfaction. H1: There is an association between the demographic profile of the respondents and

the level of customer satisfaction. Table No. 4: Affiliation Between the Demographic Profile of the Respondents and the Level of Customer Satisfaction.

Sr. No.

Demographic profile

Chi-Square Value

Table Value

Accepted / Rejected

1. Age 263.280 7.81 Rejected

2. Gender 36.992 3.84 Rejected

3. Locality 34.848 3.84 Rejected

4. Occupation 96.232 11.07 Rejected

5. Income 137.140 9.49 Rejected

6. Marital status 1.800 3.84 Accepted

Source: compile from primary data. The demographic profile of the respondents such as marital status has no association with the level of customer satisfaction using Patanjali ayurvedic products, as table no. 4 indicates that Chi-square value is 1.800 and the table value is 3.84, so table value is more than the calculated value hence Null hypothesis is accepted. Another demographic profile of the respondents such as age, gender, locality, occupation, and income has an association between the level of customer satisfaction as it is shown that Calculated value is more than table value. 8. 5 ANOVA ANALYSIS H0: Income does not have a significant impact on spending power. H1: Income has a significant impact on spending power.




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Table No. 5.1: Income and Spending Power

Sum of Squares df

Mean Square F Sig.

Between Groups

25.001 4 6.250 9.206 .000

Within Groups

336.077 495 .679

Total 361.078 499

a: Spending power (dependent variable) b: Income (independent variable)

Source: compile from primary data The above table No. 5.1 shows the information of income and spending power to purchase the products. The result revealed that the calculated F value is 9.206, the p-value is 0.000 and the table value is 2.46. In the above table, table value is less than the calculated value and the p-value is 0.000 that is below 0.05 at a 5% level of significance. So alternative hypothesis is accepted hence, income has a significant impact on spending power. H0: There is no significant association between gender and the period of using

Patanjali products. H1: There is a significant association between gender and the period of using

Patanjali products.

Table No. 5.2: Gender and Period of Using Patanjali Products

Sum of Squares df

Mean Square F Sig.

Between Groups

4.645 1 4.645 4.318 .038

Within Groups

535.777 498 1.076

Total 540.422 499

a: Period of using Patanjali products (dependent variable) b: Gender (independent variable)

Source: compile from primary data The above table No. 5.2 reveals the information of gender and period of using Patanjali products. The result indicates that the calculated F value is 4.318, the p-value is 0.038 and the table value is 3.94. In the above table calculated value is more compared to table value and the p-value is 0.038 that is below 0.05 at a 5% level of significance. So, there is a significant association between gender and the period of using Patanjali.




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8. 6 CORRELATION ANALYSIS The factors that influence the consumers to take purchase decisions are calculated using SPSS software and presented in the below table. The table displays the correlation values (r-value) of the various factors that influence or affect the buying decision of the consumers purchasing Patanjali products are highly correlated. It can be observed that Information availability, quality, ayurvedic products, and reasonable price have a good positive correlation value, this indicates that Patanjali company is still performing well in this competitive world. Quality with a wide range, trust, and brand image has low correlation indicate that a company is providing wider range quality is suffered and due to that customers are losing the trust, ayurvedic products and reasonable price has moderate-high r- value indicating compared to other products the ayurvedic products has very reasonable price and most of the consumers can easily be able to buy the products. Trust with brand ambassador and brand image has a very high correlation with r- value (.853) and (.924) that indicates most of the time company advertise the products with baba Ramdev Ji who tells the positive impact of the products on the human life as well as while manufacturing the products they use the natural ingredients that help the company to build the brand image about the products. The fact shows that being Patanjali is a domestic company it provides good quality products at a cheaper rate and consumers have trust in those products. Table No. 6: Correlation Analysis





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8. 7 REGRESSION ANALYSIS H0: Customer Satisfaction does not depend on the source of information. H1: Customer Satisfaction depends on the source of information.

Table No. 7.1: Customer Satisfaction and Source of Information

Model Summary

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .122a .015 .013 2.889

a Dependent Variable: customer satisfaction b Predictors: (Constant), source of information

a. Predictors: (Constant), Source of information ANOVAa

Model Sum of Squares df

Mean Square F Sig.

1 Regression

62.731 1 62.731 7.517 .006b

Residual 4155.837 498 8.345

Total 4218.568 499

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.

95.0% Confidence Interval for B

B Std. Error Beta

Lower Bound

Upper Bound

1 (Constant) 18.582 .295

63.095

.000 18.004 19.161

Source of information

.185 .067 .122 2.742

.006 .052 .317

a. Dependent Variable: Customer Satisfaction





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The above Table No. 7.1 gives the value of R and R2. The value of R represents the simple correlation, and it is 0.122, also the R2 value explains the total variation of the dependent variable on the independent variable. The table shows that the R2 value is 0.015 i.e. only 1.5% variability explained by the dependent variable. One–way Analysis Of Variance (ANOVA) is divided into two components, Between Groups indicates group means variation and Within Groups indicates individual score variation. Sig. represent the level of significance of F – test. F – Value is 7.517 and significance level is 0.006 i.e. less than 0.05, this indicate that Customer Satisfaction depends on the source of information. The coefficient table also gives us the information regarding the source of information and the regression equation represent as Source of information = 18.582 + .185 (customer satisfaction). H0: There is no significant influence of Reasonable Price on Customer Satisfaction. H1: There is a significant influence of Reasonable Price on Customer Satisfaction.

Table No. 7.2: Reasonable Price and Customer Satisfaction

Model Summary

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .176a .031 .029 2.865

a. Predictors: (Constant), Reasonable Price

ANOVAa

Model Sum of Squares df

Mean Square F Sig.

1 Regression 131.084 1 131.084 15.971 .000b

Residual 4087.484 498 8.208

Total 4218.568 499


b. Predictors: (Constant), Reasonable Price




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Table No. 7.2 gives the value of R and R2. R-value is 0.176 and R2 value is 0.031. The table shows that the R2value is 0.031 i.e. only 3.1% variability explained by the dependent variable. F – Value is 15.971 and significance level is 0.00 that is less than 0.05, we accept Alternative Hypothesis that means there is a significant influence of Reasonable Price on Customer Satisfaction.. The coefficient table also gives us the information regarding the reasonable price and the regression equation represent as Reasonable price = 17.860 + .150 (customer satisfaction). 9. FINDING OF THE STUDY The study focuses on the various factors that influence the consumer’s buying behaviour towards ayurvedic products a case study of Patanjali products. Research activity were carried with three objectives, the research was carried out. After doing data analysis the researcher found that 54.2% of the consumers using the Patanjali products are youngsters from the age group of 21 – 40 years, compare to male, female respondents (63.6%) are demanding most of the various ayurvedic products. 63.2% of respondents are from rural areas preferring such ayurvedic products. As far as occupation is concerned maximum (27.2%) housewife consumers use ayurvedic products, 53% of respondents using products are married, most of the consumers (40.8%) income is less than `25,000 and because of price reasonable, they can easily effort to buy it. (32.6%) consumers get direct information about the Patanjali products through television and subsequently from friends and relatives, advertisement on hoardings, ads on print media, social media. The researcher also found that reasonable price, trust, ayurvedic products have given the highest priority and are the main factors that have attracted the consumers more to purchase the Patanjali ayurvedic products, whereas brand image and information availability factors were ranked last. Chi-square result reveals that demographic profile of the respondents such as age, gender, locality, occupation, and income have an association between the level of customer satisfaction. ANOVA result shows that income has a significant impact on spending power of the respondents, also gender has a positive relationship with the period of using Patanjali products. From the

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.

95.0% Confidence Interval for B

B Std. Error Beta

Lower Bound

Upper Bound

1 (Constant) 17.860 .384

46.465

.000 17.105 18.615

Reasonable Price

.150 .038 .176 3.996 .000 .076 .224






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regression analysis, it is found that source of information and reasonable price have a significant relationship with the level of customer satisfaction. 10. CONCLUSION Nowadays consumers are very much anxious about their health, they are also aware of the side effect of consuming allopathic products and due to this for ayurvedic products demand increasing day by day. Patanjali has made remarkable progress in the FMCG market over the period. It has replaced many Ayurvedic competitors like the Himalayas, Dabar, Zandu, and Emami. Ramdev Baba has led to the growth and success of Patanjali. It must increase its efforts to increase sourcing to maintain a steady supply of raw materials. Reasonable price, trust, ayurvedic products are the main factors that have attracted the consumers more to purchase the Patanjali ayurvedic products. Patanjali has given a cut-throat competition to many marketers with its extraordinary marketing strategies. Most of the consumers are highly satisfied with the Patanjali ayurvedic products. REFERENCES Chandiraleka E, & Dr. Hamsalakshmi R. (2016). A study on customer awareness

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WEBLIOGRAPHY

https://www.banyanbotanicals.com/info/amp/ayurvedic-living/learning

ayurveda/intro-to-ayurveda/

https://en.m.wikipedia.org/wiki/Patanjali_Ayurved

https://www.india-briefing.com/news/patanjalis-story-lesson-companies-

12276.html/

https://www.moneycontrol.com/news/business/how-patanjali-is-planning-its-

future-in-the-market-2484811.html

https://en.m.wikipedia.org/wiki/Ramdev

For Citing this Research Manuscript: Achut P. Pednekar & Jayesh B. Mayekar, (2021). Factors Influencing Consumers’ Buying Behaviours towards Ayurvedic Products: A Case Study of Patanjali Products, Xian Shiyou Daxue Xuebao (Ziran Kexue Ban)/Journal of Xian Shiyou University, Natural Sciences Edition, 64(6). doi:https://doicatalog.org/19.4101/jxsu.v64i6.1985

https://www.banyanbotanicals.com/info/amp/ayurvedic-living/learning%20%20ayurveda/intro-to-ayurveda/

https://www.banyanbotanicals.com/info/amp/ayurvedic-living/learning%20%20ayurveda/intro-to-ayurveda/

https://en.m.wikipedia.org/wiki/Patanjali_Ayurved

https://www.india-briefing.com/news/patanjalis-story-lesson-companies-12276.html/

https://www.india-briefing.com/news/patanjalis-story-lesson-companies-12276.html/

https://www.moneycontrol.com/news/business/how-patanjali-is-planning-its-future-in-the-market-2484811.html

https://www.moneycontrol.com/news/business/how-patanjali-is-planning-its-future-in-the-market-2484811.html

https://en.m.wikipedia.org/wiki/Ramdev

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