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
Date Written: June 30, 2018
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
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