A Study on Patanjali Products: Consumer Perception and Marketing Strategies in Kerala

Abstract

This study examines consumer perception, satisfaction levels, purchase motivations, market accessibility and marketing strategies that shape consumer behaviour toward Patanjali products in Kerala. The research focuses on key urban centres—Kochi, Thiruvananthapuram, and Kozhikode—where Patanjali has experienced growing acceptance due to rising interest in Ayurveda-based and chemical-free products. Primary data was collected through a structured questionnaire directed to 50 consumers. Findings reveal that affordability, trust in Ayurveda, product variety, and brand credibility positively impact usage behaviour. However, distribution gaps, inconsistent product availability, and limited youth-engagement strategies restrict market expansion. This research suggests improving supply chain efficiency and adopting Kerala-centric promotional approaches to strengthen Patanjali’s competitive advantage in the FMCG sector. The research findings are expected to assist in refining distribution systems, improving marketing communication, and strengthening Patanjali’s presence in the Kerala FMCG sector.