A Study on Influence of Cultural and Social Factors in Indian Marketing Strategies of Patanjali

Author(s)	Ms. Sujatha S, Godisela Sree Vemani
Country	India
Abstract	The influence of cultural and social factors on Patanjali's marketing strategies can be understood through various theoretical perspectives. Cultural branding theory suggests that Patanjali's emphasis on Ayurveda and Indian traditions creates a strong cultural resonance with consumers, shaping their brand identity and loyalty. Social identity theory posits that the brand's messaging and imagery appeal to consumers' sense of national pride and identity, fostering group affiliation and loyalty. Consumer behavior theory highlights the role of cultural and social factors in influencing purchasing decisions and brand loyalty. Cultural factors, such as values and norms, and social factors, such as family and friends, shape consumer behavior and attitudes towards Patanjali.
Keywords	Keywords: Patanjali, Indian Marketing Strategies, Cultural Factors, Social Influences, Ayurveda, Consumer Behavior, Nationalism, Traditional Beliefs, Rural and Urban Markets, Indigenous Branding.
Field	Business Administration
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-11
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.50753
Short DOI	https://doi.org/g9s9pj

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