Factors Affecting Buyers’ Preference for Patanjali Products in the Kathmandu Valley

Sthapit, A. (2018 June 30). Factors Affecting Buyers’ Preference for Patanjali Products in the Kathmandu Valley. People's Journal of Management, 6(1), 41-50

10 Pages Posted: 21 Aug 2019

See all articles by Rosemary Joshi

Rosemary Joshi

Tribhuvan University, Students

Prof. Arhan Sthapit, PhD

Nepal Open University

Date Written: June 30, 2018

Abstract

Encompassing the eight factors of price, quality, availability, product variety, packaging, brand awareness, brand name/value and health consciousness that would influence buyer preference for consumer product brands as per the past literature, the present study primarily aims at examining the influence of these factors on buyers’ preference for Patanjali brand products in the Kathmandu Valley. Based on a quantitative research design, the study collected primary data through a questionnaire survey administered on 200 respondents chosen through a convenient sampling technique. Using descriptive statistics, mean-based ranks and one sample t-test, the study discovered that price, quality and health consciousness are most influential in shaping Nepali buyers preference for Patanjali brand products. The study should assume relevance in marketing research as well as other business research works, as more buyers now-a-days opt for herbal and health-conscious products in the realm of fast moving consumer goods (FMCGs).

Keywords: Brand, Brand Preference, FMCG

Suggested Citation

Joshi, Rosemary and Sthapit, Arhan, Factors Affecting Buyers’ Preference for Patanjali Products in the Kathmandu Valley (June 30, 2018). Sthapit, A. (2018 June 30). Factors Affecting Buyers’ Preference for Patanjali Products in the Kathmandu Valley. People's Journal of Management, 6(1), 41-50, Available at SSRN: https://ssrn.com/abstract=3437243

Rosemary Joshi

Tribhuvan University, Students ( email )

Kirtipur
Nepal

Arhan Sthapit (Contact Author)

Nepal Open University ( email )

Manbhawan, Jawalakhel, Lalitpur
Lalitpur, 3 09771
Nepal
97715008048 (Phone)
97715008047 (Fax)

HOME PAGE: http://www.nou.edu.np/faculty-of-management-law

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