The research explores and develops a brand image of yoga. Study was conducted on the age group of people between 18-30 years. A total of two studies were undergone on 43 respondents: focus group and in-depth interviews. This will help in identifying the key factors in terms of development of brand image of yoga.

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Contemporary Issues in Management
Omkar Mishra
19032 (Division: A)
Journal: South Asian Journal of Management
Research Paper Review: Factors affecting the brand image of
Yoga (Perceptions of consumers and instructors)
By: Varsha Jain, Hardeek S Shah and Ganesh B E
Volume: 25, issue number 4
Published On: October-December 2018
ISSN: 0971-5428

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The research explores and develops a brand image of yoga. Study was conducted on the age
group of people between 18-30 years. A total of two studies were undergone on 43
respondents: focus group and in-depth interviews. This will help in identifying the key factors in
terms of development of brand image of yoga.
INTRODUCTION
Brand image is something with which consumers can relate to the brand name. Moreover,
brand image may be used to comprehend the product or the service quality. Consumers use
brand image to develop beliefs about and commitments to the practice, and the belief
enhances when yoga receives recognition from global institutes. Additionally there features are
transmitted to consumers and enhance their experience. Yoga integrates body and mind and
proper use brings body and mind to equity and harmony.
Baba Ramdev initiated the process of rediscovering and branding yoga. By 2020 an enhanced
demands of 30-35%and an overall expenditure of10.30-billion anually.Despite such a good
figures the market for yoga is not well organised.
LITERARTUREREVIEW
There is a lack of finding, figures and data on brand image of yoga in developing nations. The
core elements of brand image are meaning, associtation and relation that is connected to core
market and consumers. To develop a strong brand image of yoga these three elements are
necessary. If I take an example of Patanjali when talking about yoga and further associate
Patanjali with Baba Ramdev we can better relate. Does it make any sense. Yes it makes sense
and it relates to consumers.
The importance of yoga is further elevated as it reduces the fatigue level and provides a
positive direction to the individuals. It was found that, the practice of yoga increases the
emotional regulation and strengthens the connection between individual’s internal reaction
and environmental stimuli.

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Yoga has been seen with medical and fitness industry, in western cultures. Thus it has become
essential for “yogapreneurs” to develop the utility of yoga around the perception of consumers
about it. Yoga has been branded via a sequential process which includes selection, introduction,
elaboration and fortification. In addition to above techniques in India spirituality was also used
to increase the brand image. This is done by “Patanjali Yogpeeth”. To further develop this, its
5000 years of history and heritage was widely used to promote yoga.
THEORITICAL FRAMEWORK
Brand image has three key dimensions service provider, user and the product and service itself.
These dimensions are further classified as: Distinctiveness is the identification and recognition
by consumers. Increased awareness is the differentiation based on touchable features of
quality. Differentiation allows brand image to become the basic of quality of practice. The
brand image is a set of belief in the objective and subjective perceptions possessed by
consumers about the brand.
RESEARCH GAPS AND OBJECTIVES
Yoga is practice rather than a product or service. Thus its development as a brand image
requires a different approach. Objectives of the research are:
 The factors that affect the brand image of yoga.
 Understanding the perception of consumers and instructors about yoga.
METHEDOLOGY(QualitativeExploratory Approach)
Study one was focus group discussion which provides group synergy and a holistic view of the
problem. Which were not possible in quantitative research. Study second was incorporated in-
depth interviews which could go deeper into the behavior of respondents. The sampling of 43
people between the age group of 18-30 was chosen from Mumbai and Delhi. All were either
involved in yoga practice or professional yoga instructors, were postgraduates and the gender
gap was equal half males and other half females.
ANALYSIS
The reading was analyzed using Butler-Kisber’s two-step process. Initially, the question were
broken down to individual unit and then coded. Substantially, these units were classified into
concepts. This process was conducted in line with the insights and words used by the
respondents. Then there was the point of data saturation, which indicated that the framework
was stabilized.

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RESULTS
Preposition 1: Engagement between the instructor and the consumer is the key element to
develop a strong brand image for yoga.
Preposition 2: Alignment of consumers’ expectations and yoga’s benefits is another important
factor that helps develop a strong brand image of yoga.
Preposition 3: increasing the existence of yoga is very important factor for the development of
a strong brand image of yoga.
Preposition 4: Managing the physiological challenges of and personal achievement through
yoga is an essential factor for a development of a strong brand image of yoga.
Finally in year 2019 a way to develop a strong brand image of yoga in the mind of consumers
and yoga practitioners with the help of various social media sites:
DISCUSSION
Thus our study consolidated the means of establishing a strong brand image for yoga as
practice based on four dimensions: engagement between the instructor and consumer,
alignment of consumer’ expectation and yoga’s benefits, increased existence of yoga and
physiological challenges of and personal achievement through yoga.