Understanding the consumer: A comparison of buying behaviour among consumers of Hindustan Unilever and Patanjali products

Anshul Dubey
Additional contact information
Anshul Dubey: MBA Student, Symbiosis Institute of Business Management, India

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 3, 276-287

Abstract: With consumer tastes and preferences evolving at an ever-increasing speed, the fast-moving consumer goods industry is facing an unprecedented level of uncertainty. This paper explores how upcoming brands associated with organic and natural products, such as Patanjali, are competing with established giants like Hindustan Unilever across various product lines. The research uses a questionnaire to obtain a sample of consumer perceptions, and analyses the results to identify how consumer demographics relate to brand perception and, in turn, buying behaviour.

Keywords: Patanjali; Hindustan Unilever; FMCG; Ayurvedic products; organic products (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6784/download/ (application/pdf)
https://hstalks.com/article/6784/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2022:v:7:i:3:p:276-287

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().