Reliability analysis is a statistical procedure used to assess the internal consistency or reliability of a measurement scale or questionnaire. In this study, Cronbach's α coefficient is used as the reliability statistic. Cronbach's α is a commonly used measure of internal consistency and reliability. It quantifies the extent to which the items in a scale are correlated with each other and provides an estimate of the reliability of the scale as a whole. The coefficient ranges from 0 to 1, with higher values indicating greater internal consistency and reliability.
Item Reliability Statistics
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If item dropped
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Cronbach's α
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Patanjali offers a large variety of products?
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0.971
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Patanjali (Cosmetic) Products are of high quality?
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0.972
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prices of the Patanjali (Cosmetic) Products are fair?
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0.971
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Patanjali (Cosmetic) Products have appealing packaging?
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0.972
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Patanjali (Cosmetic) Products have natural ingredients?
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0.971
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Are satisfied with the Patanjali (Cosmetic) Products?
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0.971
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Patanjali (Cosmetic) Products are chemical free?
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0.972
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Patanjali (Cosmetic) Products have made a good brand image?
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0.973
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Patanjali products do not have any side effects?
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0.995
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The overall scale reliability statistics indicate that the scale used in this analysis has a Cronbach's α coefficient of 0.977. This suggests a high level of internal consistency and reliability for the scale as a whole, indicating that the items within the scale are strongly correlated with each other. The item reliability coefficients for the Patanjali (Cosmetic) Products scale range from 0.971 to 0.995. The reliability analysis suggests that the scale used in this study has a high level of internal consistency and reliability, with all the items contributing positively to the overall reliability. This indicates that the scale is a robust and consistent measure of the underlying construct it intends to assess.
Data Analysis -Descriptive Statistics
The analysis included descriptive statistics for several aspects of consumer perception, namely the variety of products offered, the quality of the products, the fairness of prices, the appeal of packaging, the presence of natural ingredients, overall satisfaction, the absence of chemicals, the brand image, and the absence of side effects.
The mean scores for each aspect indicated the average perception of consumers in the Bareilly region. For instance, the mean score of 33.3 suggested that, on average, consumers perceived Patanjali to offer a large variety of products. Similarly, the mean scores for other aspects provided an understanding of the average perception regarding product quality, price fairness, packaging appeal, and more. The median values provided information about the middle value of the responses for each aspect. For instance, the median of 21.0 for the perception of product variety indicated that the middle response was lower than the mean, suggesting some variability in the perceptions among consumers. The standard deviation values quantified the variability in the responses for each aspect. Higher standard deviations, such as 36.8 for product variety, indicated a wide range of opinions among consumers in the region. The minimum and maximum values revealed the range of responses recorded for each aspect. For example, the minimum value of 3.00 and the maximum value of 100.0 for product variety indicated the lowest and highest scores reported by respondents. Skewness measured the asymmetry of the distribution of responses. Positive skewness values, such as 1.475 for product variety, suggested that the responses were concentrated towards the lower end of the scale, with a few respondents perceiving a very high variety of products. Kurtosis measured the shape of the distribution and indicated the presence of extreme values or outliers. Positive kurtosis values, such as 1.93 for product variety, indicated a distribution with heavier tails and more extreme values compared to a normal distribution, suggesting the presence of some extreme responses.
Qualitative Analysis- The qualitative analysis through interviews was helpful to understand the consumer perception of Patanjali (Cosmetic) Products in the Bareilly region. The analysis focused on various variables and their corresponding responses, providing valuable insights into the preferences and experiences of consumers. In terms of age, the respondents were distributed across different age groups, with 10% being in the 15-20 age range, 40% in the 20-25 range, 35% in the 25-30 range, and the remaining 25% being above 30 years old.
Regarding occupation, the respondents belonged to diverse backgrounds. 10% were students, 10% were self-employed, 30% had private jobs, 15% had government jobs, and the remaining 35% fell into the "others" category. When asked about their awareness of Patanjali (Cosmetic) Products, 75% of the respondents confirmed that they were aware, while the remaining 25% were not aware of these products. Among the respondents, 60% reported having used Patanjali (Cosmetic) Products, while the remaining 40% had not used them. For those who used Patanjali (Cosmetic) Products, the most commonly used products were face wash (25%), Patanjali hair oil (20%), Alovera gel (15%), and Patanjali body lotion and cream (10%). Additionally, 25% of the respondents indicated that they did not use any of the mentioned products, while 5% mentioned using other Patanjali cosmetic products. The duration of product usage varied among the respondents, with 25% using the products for approximately 6 months, 30% for around 12 months, 20% for over 1 year, and the remaining 25% had never used them. In terms of purchasing frequency, 10% of the respondents rarely purchased Patanjali (Cosmetic) Products, 30% purchased them regularly, 25% purchased them sometimes, and the remaining 35% had never bought them. When it came to the purchasing location, 30% of the respondents purchased the products from Patanjali stores, 25% from general stores, 20% from e-commerce websites, and the remaining 25% did not buy them from any of the mentioned sources. The respondents came to know about Patanjali (Cosmetic) Products through various means, including advertisements (15%), recommendations (25%), self-exploration (20%), social media (30%), and other sources (10%). The reasons for preferring Patanjali (Cosmetic) Products varied among the respondents. 20% preferred them due to convenience, 25% due to affordability, 40% because they were chemical-free, and the remaining 15% had other reasons. When asked about the reasons behind the success and popularity of Patanjali (Cosmetic) Products, 30% of the respondents attributed it to the use of natural products, 20% to the availability of different varieties, 10% to the fair prices, 25% to them being made in India, and the remaining 15% mentioned other reasons. In terms of recommendations, 50% of the respondents would recommend Patanjali (Cosmetic) Products to others, 30% would not recommend them, and 20% were uncertain or neutral about recommending them.