Spirituality Marketing : A study in context of Patanjali Ayurveda Ltd.
1. Introduction
The purpose of this study is to check the effect of Spirituality Marketing and brand image on brand loyalty and role of customer perception in it. Perceptions of the people around us affect our decision to buy or not to buy the product. Perceptions are highly subjective and thus distorted (Khanna 2015). Literature on branding has argued that an emotional brand experience helps foster brand loyalty and purchase intentions (Albert et al. 2008). Marketing through spirituality has become a significant topic of discussion as it affects the consumption pattern of consumers. Kumar et al. (2013), presented a study in which Yoga and Pranayam were considered as dimensions
…show more content…
These Gurus change behaviour of mass population and hence changing the consumption behaviour (Warrier 2003). Swami Ramdevji is the most prominent figure in India teaching Yoga and Pranayam. Patanjali Ayurveda is a company that functions like all other companies under the regulations of the company law affairs, yet is constantly striving for nation building more than profit accumulation. Divya Yog Mandir (trust) Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in India named after the ancient Yog Guru Patanjali. The institute is a flagship project of Swami Ramdevji Maharaj and Acharya Balakrishnaji Maharaj and has been set up not only for treatment, research and development in Yoga and Ayurveda but also for the manufacturing of Ayurvedic medicines. From its early days as a maker of products with medicinal benefits since 2014, Patanjali has manufactured everything from, noodles to detergents and personal care products. In addition to its own online …show more content…
According to this definition ever human being requires two things, first, connect to something greater than oneself and second, to be able to benefit people around him. Spirituality Marketing is the ability to articulate & convey your authentic beliefs around a service, product or brand transparently, consciously and with the end users benefit in mind. If you realize you’re connected to a never ending supply of source you can always have, be or do whatever you wish. (Teegarden, 2009). As an example by Teegraden (2009), he observed lot of people who thought they couldn’t be a sales person or market stuff to people. When the truth is they have been selling people on their beliefs & perceptions as well as marketing themselves for a very long time. In the conceptual study conducted by Kale (2006) he reported that spirituality is a big business. A broad study by Standifer et al. (2010) on comparing the cross cultural organisations of US and China via the influence of spirituality on buyer behaviour in B2B relationship marketing and observed that spirituality is an important dimension in differentiating the cross cultural organisation through dimensions of spirituality. Consumers get attracted to spirituality and this spiritual behaviour has an affect on the buying behaviour of human
The idea of spirituality is realistically a difficult word to define, everyone perceives spirituality in their own way, and uses it in different ways. When reading the Christian bible, John the Baptist discusses the idea of spirituality and defines it as, “Spirituality is all about becoming more like God, who is spirit and having our character conformed to his image.”(John 4:24) (Romans12: 1-2). When the Natives were forced to convert to Christianity, this is what they were told to believe, that spirituality means that you must conform you’re character to be more like God. This truly shows you how much the Europ...
Based on a mixture of ideas coming from the stated authors, I comprehend spirituality as believing in something and living for a purpose in life. Regardless of a religion, people can still be spiritual. Spirituality is the influence behind a person’s actions; whatever a person desires to do, will lead to actions and in turn, spirituality (Rolheiser 7). According to Rolheiser, “Spirituality is mo...
Worthington et. al. (2011) says historically, religiousness involved individual and institutional elements; however, now spirituality is thought of as an individual phenomenon and linked with meaningfulness, New Age beliefs, and personal transcendence. Additionally, spirituality is described in personal terms like one’s relationship with God, and as a result, spirituality is more highly regarded than religion. The authors define spirituality as a feeling of closeness and having a relationship or dedication to God or a higher power; this can be a religious experience or a nonreligious one. They state that what one considers sacred is usually related to the awareness of social influences. According to the authors, four types of spirituality have been identified based on closeness to God. First, is religious spirituality. Religious spirituality’s connectedness to God is based on one’s specific denomination and the closeness is specific to the deity identified. Second is humanistic spirituality. Humanistic spirituality involves closeness to humans. This type of spirituality fosters a loving connection with a specific group of people and a sense of selflessness and concern
This argument is supported by Solomon (1992) with him discovering that purchase decision that is based on loyalty might become a habit which leads to brand equity. On the other hand, Aaker (1991) described brand loyalty as consumer’s mentality toward a brand that drives them to consistently purchase the same brand. As per Yoo (2000), brand loyalty has the ability to affect consumer choice to buy a same product or brand and cease to switch to other brands. Subsequently, Yoo (2000) reasoned out that brand loyalty is the root for brand’s value. Aaker (1991) additionally contended that brand loyalty is a fundamental component used to assess brand’s value due to the fact that brand loyalty can increase profitability. The consumers who are loyal to a brand will not assess the brand, instead they simply purchase it unquestionably based on their experiences with the brand (Sidek, Yee, and yahyah, 2008). The loyal customers bring advantages to a firm by cutting down costs, encouraging easier strategies implementation, providing time for responding to competitions, creating a barrier to entry, increasing sales volume, protecting firm against detrimental pricing and to retain rather than seek for customers (Aaker 1991; Rundle and Bennet, 2001). Loyal customers are also less incline to change to another brand simply because of pricing factor and they purchase more frequently compared to their non-loyal counterparts (Bowen and Shoemaker,
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Spirituality is a broad concept, often met with skepticism, but for those who believe in spirituality, it is something real and can have positive effects. Spirituality is difficult to operationalize because it is defined and understood in multiple ways. Participants in studies have described spirituality from experiencing a connection with God or a higher power, to believing something exists that is beyond oneself, to being a search for inner peace and supporting core values to become an ideal human (Hodge & McGrew, 2006). For this paper, spirituality will be defined as an inclusive, multidimensional phenomenon (Starks, Vakalahi & McPhatter, 2014). As well, for this paper belief in spirituality, belief in something bigger than oneself, whether
Spirituality is seen as a universal concept relevant to all individuals; the uniqueness of each individual is paramount (Mcsherry, 2000). Therefore, the subject is complex and relatively complicated topic to discuss. This is due to the different interpretation which is influenced by the individual’s life experience. Therefore definitions of spirituality may differentiate significantly to all individuals and literature (Mcsherry, 2000).
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
Spirituality is defined by the Australian Psychological Society (2009) as the “human quest for meaning, purpose and transcendence, with religion explaining the convictions, traditions shared practices of a faith community.” This reiterates the importance of spirituality’s role and is correlation with the virtues of religion as mentioned
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
When customer identify with specific brand and has emotional attachment they form a psychological attachment and relationship with the brand and try tell those thing of the brand which he/she like and work instinctively to the benefit of the brand (Kuenzel & halliday, 2010). Thomson et al, (2005) argued that brand identification such as brand attachment, brand connection and bond with brand, has strongly predicts the frequency of past and future purchase of the brand. The intense relation and attachment also drives consumer toward the benefit of the brand by purchasing the specific brand. Kuenzel et al. (2010) identify that the brand identification concept is built on social identity theory in which consumer are engaged with the brand and extensively of the brand concept in other self-restraints. Identification based on social identity theory is in core a perception of oneness with a group of persons and make an identity in marketing we can also say that customer make their brand as an identity of their self-mean people identify someone with their brand (Albert et al., 2013). The customers who they uses the brand and they emotionally attached to the brand make the brand their identity, those customer called evangelist.. Stronger brand identification with consumer disposed to emotional attachment in pro-brand activities. Their self as an evangelist with the brand and also with the manufacturer (Bhattacharya &Sen,
Rahmani, Z., Salmani Mojaveri, H., & Allahbakhsh, A. (2012). Review the Impact of Advertising and Sale Promotion on Brand Equity. Journal of Business Studies Quarterly, 4(1), 64-73.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.
According to Blythe (2012), marketing is a management process which identifies and fulfils customers’ needs and at the same time, makes profit. By having appropriate marketing concepts, Charles and Keith manages to develop within few years from an unnoticeable small shoe store to an international footwear brand which occupies a significant place in the industry.