Patanjali's Beauty Enigma: Unveiling Women Consumer Perception

Abstract Purpose –The study aims to identify the factors that influence women consumer behaviour towards Patanjali's cosmetic products, such as brand loyalty, purchase decision-making, and overall satisfaction levels. Research Methodology – This study used a mixed-method approach, with a sample of 120 women. Quantitative analysis involved 100 responses through structured questionnaires on Google Forms, Descriptive Analysis by using Jamovi Software. Qualitative analysis included interviews with 20 individuals, recorded in Microsoft Excel for frequency distribution and percentages. Findings – The study concludes that Patanjali's unique marketing strategies and variety of products have presented a significant challenge to many marketers. This study contributes to the understanding of consumer behaviour and brand loyalty in the cosmetic industry. Research limitations/implications – The study limitations include the sample size and regional focus, suggesting the need for further research in other regions of India. Practical implications – The study highlights the importance of product quality, reasonable pricing, variety, and natural ingredients, delivering on promises made to consumers, effective marketing strategies, and innovation to retain customers and maintain brand loyalty in the Indian cosmetic market. Originality/value- The originality and value of this study lie in its exploration of consumer perception and behaviour towards Patanjali cosmetic products in a specific region of India.