Total views : 140

The Patanjali Marketing Sutra - An Exploratory Analysis of Brand Experience, Personality, Satisfaction, and Loyalty in the FMCG Space

Affiliations

  • Post Graduate Student, Department of Mass Communication, Amrita Vishwa Vidyapeetham, Amrita University, Ettimadai, Coimbatore - 641 112, Tamil Nadu, India
  • Assistant Professor, Department of Mass Communication, Amrita Vishwa Vidyapeetham, Amrita University, Ettimadai, Coimbatore - 641 112, Tamil Nadu, India

Abstract


The study focused on the association between brand experience, brand personality, consumer satisfaction, and consumer loyalty of brand Patanjali in the FMCG space in South India. It is clear that Patnajali has made its way into the consumers' hearts and minds. Patanjali has simply, yet successfully identified consumers' need for pure and wholesome modern products using Baba Ramdev's image for authentication and credibility. Consumption is seen as a more intellectual experience and consumers seem to use it because the brand arouses their curiosity. Repeated purchase of a brand leads to thinking and problem solving attitudes. The findings indicated that experiential branding seems to be a more powerful indicator of trending behavior regarding product purchase of Patanjali consumers than brand personality, leading to better consumer satisfaction.

Keywords

Patanjali, Brand Experience, Brand Personality, Brand Satisfaction, Brand Loyalty

Paper Submission Date : February 22, 2017 ; Paper sent back for Revision : July 8, 2017 ; Paper Acceptance Date : August 12, 2017.


References


  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3), 347 - 356.
  • Analysis: How does brand Patanjali stack up? (2016, January 14). Advertising Age. Retrieved from http://www.adageindia.in/marketing/cmo-strategy/analysis-how-does-brand-patanjali-stack-up/articleshow/50576644.cms
  • Bacon, J. (2016, September 7). Marketers that fail to address brand experience will see loyalty drop. Marketing Week. Retrieved from https://www.marketingweek.com/2016/09/07/marketers-that-fail-to-address-brand-experience-will-see-loyalty-drop/
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience : What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3), 52 - 68.
  • Chaudhuri, A., & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance : The role of brand loyalty. Journal of Marketing, 65 (2), 81 - 93.
  • Chiu, C.-M., Hsu, M.- H., & Wang, E.T.G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872 - 1888.
  • De Chernatony, L., McDonald, M., & Wallence, E. (2011). Creating powerful brands (4th ed). Oxford : Butterworth-Heinemann.
  • Dick, A.S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99 - 133.
  • Dutta, A. (2016, April 27). Baba Ramdev's Patanjali aims to double its revenue to Rs 10,000 cr in 2016-17. Business Standard. Retrieved from http://www.business-standard.com/article/companies/baba-ramdev-s-patanjali-aims-to-double-its-revenue-to-rs-10-000-cr-in-2016-17-116042700061_1.html
  • Fransen, M., & Lodder, P. (2010). The effects of experience-based marketing communication on brand relation and hedonic brand attitudes : The moderating role of affective orientation, in M. C. Campbell, J. Inman, & R. Pieters (eds.), NA - advances in consumer research (Vol. 37, pp. 801- 802). Duluth, MN : Association for Consumer Research.
  • Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283 - 306. DOI : http://dx.doi.org/10.1057/palgrave.bm.2540174
  • Gupta, R. (2016) Disruptive marketing and brand building : A case study of Patanjali, Ayurveda Limited. Advances in Economics and Business Management (AEBM), 3 (2), 225 - 231.
  • Holbrook, M. B., & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (2), 132 - 140. DOI: https://doi.org/10.1086/208906
  • Iglesias, O., Singh, J.J., & Batista - Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Brand Management, 18(8), 570 - 582. DOI : http://dx.doi.org/10.1057/bm.2010.58
  • Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4/5), 285-299. doi : http://dx.doi.org/10.1057/bm.2010.42
  • Kahn, B.E., Kalwani, M. U., & Morrison D. G. (1986). Measuring variety-seeking and reinforcement behavior using panel data. Journal of Marketing Research, 23, 89-100.
  • Kapoor, D., & Chaudhary M. (2017). Patanjali : Emergence of a new star on the Indian FMCG horizon. Indian Journal of Marketing, 47(1), 54 - 63. doi: 10.17010/ijom/2017/v47/i1/108810
  • Keng, C.J., Tran, V.D., & Thi, T.M. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9 (3), 247-262. doi:10.7903/cmr.11086
  • Khanna, R. (2015). Customer perception towards brand: A study on ‘Patanjali’. Global Journal of Management and Business Research, 15(9). Retrieved from https://journalofbusiness.org/index.php/GJMBR/article/download/1878/1780/
  • Kotler, P., & Armstrong, G. (2008). Principles of marketing. India : Pearson Education.
  • Krishnan, A. (2016, June 9). A reality check on Patanjali. The Hindu Business Line. Retrieved from http://www.thehindubusinessline.com/opinion/columns/a-reality-check-on-patanjali/article8710429.ece
  • Kuenzel, S., & Halliday, V. S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17 (5), 293 - 304.
  • Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers' perceptions of the dimensions of brand personality. Journal of Consumer Behavior, 10 (5), 290 - 303. DOI : http://dx.doi.org/10.1002/cb.355
  • Mitra, S. (2016) Inside Baba Ramdev’s Patanjali empire. Live mint. Retrieved from http://www.livemint.com/Companies/hLEBBx17cFY5rPjTjmIP9O/The-Patanjali-story.html
  • Moreira, A., Silva, P. M., & Moutinho V. M. (2017). The effects of brand experiences on quality, satisfaction and loyalty: An empirical study in the telecommunications multiple-play service market. Innovar, 27 (64), 23-36. doi: 10.15446/innovar.v27n64.62366
  • Morgan, R. P. (1999). A consumer-orientated framework of brand equity and loyalty. International Journal of Market Research, 42(1), 65 - 78.
  • Myers, R. (1990). Classical and modern regression with applications. Boston, MA : Duxbury Press.
  • Nam, J., Evincing, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38 (3), 1009 - 1030.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17 (4), 460 - 469.
  • Patanjali Ayurved makes South India foray. (2012, April 24). Business Standard . Retrieved from http://www.business-standard.com/article/companies/patanjali-ayurved-makes-south-india-foray-112042400027_1.html
  • Rawat, J. (2014). Emotional association with a brand: A link that lasts in consumers' memory through experience. Indian Journal of Marketing, 44 (10), 51 - 59. doi:10.17010/ijom/2014/v44/i10/80118
  • Sands, S., Oppewal, H., & Beverland, M. (2008). The influence of in-store experiential events on shopping value perceptions and shopping behaviour. Advances in Consumer Research, 35, 298 - 303.
  • Saville, P. (2015). What does 2016 hold for brand experiences? 5 trends for the coming year. Campaign. Retrieved from http://www.campaignlive.co.uk/article/1377697/does-2016-hold-brand-experiences-5-trends-coming-year
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1- 3), 53 - 67.
  • Selda, U.O., & Bilge, C. K. (2013). A research on the relationship between brand experience and brand name with customer satisfaction. Journal of Hospitality and Tourism Management, 1 (1), 10 - 21. DOI: 10.17265/2328-2169/2013.10.002
  • Sharma, A. (2016, January 18). Who’s afraid of Baba Ramdev’s Patanjali. Afaqs! Retrieved from http://www.afaqs.com/news/story/46869_Whos-Afraid-Of-Baba-Ramdevs-Patanjali
  • Su, J., & Tong, X. (2016). Brand personality, consumer satisfaction, and loyalty: A perspective from denim jeans brands. Family & Consumer Sciences, 44 (4), 427 - 446.
  • Sutikno, B. (2011). Does consumers’ brand identification matter : The mediating roles of brand loyalty. The International Journal of Interdisciplinary Social Sciences, 6 (3), 319 - 322.
  • Ueacharoenkit, S. (2013). Investigating the relationship between brand experience and loyalty: The study of luxury cosmetic brand in Thailand (Doctoral Thesis), Brunel University. Retrieved from http://bura.brunel.ac.uk/handle/2438/7535
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52 (1), 1 - 14.

Purchase Url


Refbacks

  • There are currently no refbacks.