IMPACT OF PATANJALI PRODUCTS ON RURAL MARKETING STRATEGIES AND CONSUMER BEHAVIOUR IN INDIAN VILLAGE

Abstract

This study investigates how Patanjali Ayurved Ltd. affects rural marketing tactics and village consumer behavior in India. By emphasizing natural, affordable, and Ayurvedic items, Patanjali has greatly expanded into rural markets, changing conventional marketing strategies and consumer attitudes. In rural India, the study evaluates the efficacy of Patanjali's pricing, distribution, product modification, and marketing tactics. The study assesses the change in customer preferences, brand loyalty, and purchasing behavior using both quantitative and qualitative approaches, such as surveys, interviews, and observational techniques. The results indicate that Patanjali has had a significant impact on rural consumption patterns and raising awareness of indigenous items.