Title: IMPACT OF BABA RAMDEV AS ENDORSER OF PATANJALI
PRODUCTS ON CONSUMER'S BUYING BEHAVIOR
Authors: Dr. Ruchika Dawar,
1Dr. Ruchika Dawar,
2Radhika K.R 1. Assistant Professor, National Institute of Fashion Technology, Jodhpur
2. Research Scholar, Akkamadevi Women's University, Vijayapura, Karnataka
MLA 8 Dawar, Dr. Ruchika, and Radhika K.R. "IMPACT OF BABA RAMDEV AS ENDORSER OF PATANJALI PRODUCTS ON CONSUMER'S BUYING BEHAVIOR." Int. j. of Social Science and Economic Research, vol. 4, no. 4, Apr. 2019, pp. 3103-3111, ijsser.org/more2019.php?id=232. Accessed Apr. 2019.
APA Dawar, D., & K.R, R. (2019, April). IMPACT OF BABA RAMDEV AS ENDORSER OF PATANJALI PRODUCTS ON CONSUMER'S BUYING BEHAVIOR. Int. j. of Social Science and Economic Research, 4(4), 3103-3111. Retrieved from ijsser.org/more2019.php?id=232
Chicago Dawar, Dr. Ruchika, and Radhika K.R. "IMPACT OF BABA RAMDEV AS ENDORSER OF PATANJALI PRODUCTS ON CONSUMER'S BUYING BEHAVIOR." Int. j. of Social Science and Economic Research 4, no. 4 (April 2019), 3103-3111. Accessed April, 2019. ijsser.org/more2019.php?id=232.
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Abstract: The recent development in Indian FMCG has provided a good opportunity for the marketers to
understand the new consumer perspective. The established players of the market are struggling to
retain their market share while competing with Baba Ramdev who has transformed from Baba to
Bania. The purpose of this article was to investigate the impact of advertisements and brands of
Patanjali which uses Baba Ramdev to promote the products for purchase intentions amongst
buyers. The study surveyed 180 respondents in Belagavi city, Karnataka. The study found that
consumers feel the creditworthiness of the product is enhanced when endorsed by Baba Ramdev.
Baba Ramdev as an endorser of the brand Patanjali highly influences the attitude of the
consumers towards the brand. In addition, the results reflect that with Baba Ramdev, consumers
feel more engaged with the brand and it helps in creating long term relationship and commitment
towards the brand.
The International Journal of Social Science and Economic Research Inviting Papers/Articles for Current Issue Volume 4 No. 9 September 2019.
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