Title: Testing marketing-mix effects on consumer ratings of Swadeshi brand: the case of Patanjali Ayurved

Authors: T.G. Saji

Addresses: School of Management Studies, Cochin University of Science & Technology, Kochi 22, Kerala, India

Abstract: This research assesses the impact of marketing mix elements on consumer ratings and satisfaction towards Patanjali Ayurved. The empirical methodology involves a two-stage statistical process where an exploratory factor framework reduces assorted marketing mix variables into a few summary factors at first, and an ordinary least square (OLS) technique of cross-section regression estimates their impact on consumer ratings after that. The analysis finds that consumers have high-quality perceptions about Patanjali Ayurved. The study suggests more product innovation and radical improvement in existing product lines in terms of cost, quality and performance to scale up the market share of Patanjali in India. Moreover, a logically designed strategic framework covering the extensive distribution network; stretched product range; diversified product mix and more efficient strategic alliances with other retailers can create new market space for Patanjali to challenge the hegemony of multinational brands in a fast-developing FMCG market space of India.

Keywords: Swadeshi brand; consumer rating; exploratory factor analysis; EFA; OLS regression.

DOI: 10.1504/IJICBM.2020.108920

International Journal of Indian Culture and Business Management, 2020 Vol.20 No.4, pp.550 - 567

Received: 09 Apr 2019
Accepted: 10 Jun 2019
Published online: 07 Aug 2020 *

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