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

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.