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Global Business Management
Management, Leadership & Organisation
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Technology & Operations
Research paper

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

Anshul Dubey
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (3), 276-287 (2022)
https://doi.org/10.69554/WDBP8445

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

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Author's Biography

Anshul Dubey is a Master of Business Administration student at the Symbiosis Institute of Business Management, where he specialises in operations management. His research interests focus on the implementation of behavioural studies in corporate management.

Citation

Dubey, Anshul (2022, February 1). Understanding the consumer: A comparison of buying behaviour among consumers of Hindustan Unilever and Patanjali products. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 3. https://doi.org/10.69554/WDBP8445.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 3
© Henry Stewart
Publications LLP

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