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Title: IMPACT OF BABA RAMDEV AS ENDORSER OF PATANJALI PRODUCTS ON CONSUMER'S BUYING BEHAVIOR
Authors: Dr. Ruchika Dawar, Radhika K.R
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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.
References [1]. Kiran Kabtta Somvanshi, 2017, Patanjali: Indian FMCG's new Bahubali. https://retail.economictimes.indiatimes.com/author/479203123/kiran-kabtta-somvanshi [2]. Bhupesh Bhandari 2016 http://www.business standard.com/article/opinion/bhupesh-bhandari-mr-ramdev-s-2016-115123101078_1.htm [3]. Six Lesson that Patanjali teaches FMCG sector https://economictimes.indiatimes.com/industry/cons-products/fmcg/six-lessons-that-patanjali-teaches-indias-fmcg-sector/rise-and-rise-of-patanjali/slideshow/51874418.cms [4]. Karanveer Singh 2015, Anuual Brand Report, https://thebrandtrustreport.wordpress.com/ [5]. Nirwa Mehta 2015 Baba Ramdev's Patanjali fastest growing FMCG in India: CLSA Report (2015, August , 28) http://www.dnaindia.com/money/report-baba-ramdev-s-patanjali-fastest-growing-fmcg-in-india-wish-it-was-listed-says-clsa-report-2119556 [6]. Baba Ramdev's Patanjali goes online, ties with Amazon, Flipkart and 6 others http://www.livemint.com/Industry/sagmFxLHaexDqwtTyOHDgO/Patanjali-ties-up-with-online-retailers-in-bid-to-push-produ.html [7]. Deepa Kapoor and Mona Chaudhary , Patanjali: Emergence of a New Star on the Indian FMCG Horizon, Indian journal of Marketing, January 2017 (54) [8]. Pandey , M (2009) Baba Ramdev: A cult brand in the making , Indian Journal of Marketing , 39 [9]. Nagarajan, G & Sheriff D K . Emerging challenges and prospects of FMCG product development in India. International Journal of Marketing , Financial Services and Management Research, 2013 [10]. Baba Ramdev wants Patanjali to be largest Swadeshi brand. http://www.newsnation.in/special-programme/baba-ramdev-wants-patanjali-to-be-largest-swadeshi-brand-23/30754 [11]. Anubhav Srivastava, 2016 How the Indian Yoga Guru Baba Ramdev founded Patanjali which is making FMCG Brands run from Pillar to Post? www.linkedin.com/pulse/how-indian-yoga-guru-baba-ramdev-founded-patanjali-which-srivastava/ [12]. Pradeep Goyal 2016, Content marketing and monetisation lessons from yoga guru Baba Ramdev https://yourstory.com/2016/11/content-marketing-monetisation-lessons-baba-ramdev/
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.

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