A Study of Consumer Awareness and Factors Influencing Consumer Behaviour towards Patanjali FMCG Products

Natural, organic, and Ayurvedic items have been increasingly popular in India's FMCG industry, with Patanjali being a leading brand. This study examines consumer awareness and buying behaviour towards Patanjali FMCG products in Bilaspur district, Himachal Pradesh. A sample of 200 respondents was surveyed using a structured questionnaire, and data were analyzed through descriptive statistics, chi-square tests, and ranking methods. Results show that television advertisements are the primary source of awareness, though demographic factors such as age, gender, income, and residential area significantly influence information channels. In terms of buying behaviour, product quality and Baba Ramdev’s popularity ranked as the most influential factors, followed by price and availability. Packaging, advertisement, and peer influence were less significant. The study concludes that consumer behaviour is shaped by a mix of economic, psychological, and socio-cultural factors, offering valuable insights for marketing strategies in the herbal FMCG sector.