RESEARCH METHODOLOGY

Bibin Thomas
M Com Part 2
Roll No 10

2013-14

TITLE Project Report on

Research Methodology Su !"tted to #n"$ers"ty o% Mu! a" &t Lord's #n"$ersal (ollege )y Mr )" "n Tho!as #nder the *u"dance o% Pro%+

DECLARATION
I hereby declare that the project work entitled Research Methodology submitted to the MUMBAI UNI !R"I#$% is a record o& an original work done by me under the guidance o& 'ro&( % )aculty Member% o& *ord+s Uni,ersal -ollege% and this project work has not per&ormed the basis &or the award o& any .egree or diploma/ associate ship/&ellowship and similar project i& any( Bibin #homas Roll no 012 'lace3 Mumbai

ACKNOLEDGEMENT

I would like to e4press my gratitude to all those who ga,e me the possibility to complete this thesis( I want to thank *ord+s Uni,ersal -ollege &or gi,ing me permission to commence this thesis in the &irst instance% to do the necessary research work and to use departmental data( I ha,e &urthermore to thank% who ga,e and con&irmed this permission and encouraged me to go ahead with my thesis( I am deeply indebted to my 'ro&( &rom the *ord+s Uni,ersal -ollege whose help% stimulating suggestions and encouragement helped me in all the time o& research &or and writing o& this thesis(

INDEX
(,&PTER 1 o o o o &c-no.ledge!ent Introduct"on Product pro%"le Product !"1 0/ 0/ 00 02

(,&PTER 2 o o o o 3rgan"sat"on structure 5e%"n"t"on o% !ar-et Mean"ng o% !ar-et (onsu!er dec"s"on !a-"ng !odel 04 10 11 11

(,&PTER 3 o o o o Mar-et share Research !ethodology &nalys"s and "nterpretat"on S.ot analys"s 16 20 23

(,&PTER 4 o o o 7uest"onna"re (onclus"on and suggest"on )" l"ography 26 20 24

-5A'#!R 0 Introduction About Company

NI* introduced the Maggi brand to Indian consumers when it launched Maggi 6 Minute Noodles% an instant &ood product% in 0786 9Re&er to !4hibit III &or the history o& the Maggi brand:( At that time% Indian consumers were rather conser,ati,e in their &ood habits% pre&erring to eat traditional Indian dishes rather than canned or packaged &ood( In &act% NI* was trying to create an entirely new &ood category% instant noodles% in India( Initially% the company targeted working women on the premise that Maggi noodles were &ast to cook and hence o&&ered con,enience( 5owe,er% this approach &ailed as was e,ident &rom the &act that the sales o& Maggi noodles were not picking up despite hea,y media ad,ertising( #o get to the root o& the problem% NI* conducted a research% which re,ealed that it was children who liked the taste o& Maggi noodles and who were the largest consumers o& the product( A&ter this% NI* shi&ted its &ocus &rom working women and targeted children and their mothers through its marketing( NI*;s promotions positioned the noodles as a ;con,enience product;% &or mothers and as a ;&un; product &or children( #he noodles; tagline% ;)ast to -ook <ood to !at; was also in keeping with this positioning( NI* aggressi,ely promoted Maggi noodles through se,eral schemes like distributing &ree samples% gi,ing gi&ts on the return o& empty packs% etc( NI*;s ad,ertising too played a great role in communicating the bene&its o& the product to target consumers(

#hrough its ads% NI* positioned Maggi as a ;&un; &ood &or kids which mothers could prepare easily( #aglines like ;Mummy% bhookh lagi hai; 9Mom% I;m hungry:% ;Bas 6=Minute%; 9>nly 6 minutes: and ;)ast to -ook <ood to !at; e&&ecti,ely communicated the product;s bene&its to target consumers( #hese ads had become so popular that the tagline ;Bas 6=Minute; immediately reminded Indian consumers o& Maggi noodles e,en se,eral years

a&ter the ads were taken o&& the # ( Maggi;s &irst product e4tension was Maggi instant soups launched in 0788( ?ith the launch o& Maggi soups% NI* had become a pioneer in the organi@ed packaged soup market in India(

PRODUCT PRO ILE

Typ!

== Aktiengesellscha&tA subsidiary o& N!"#*!

Indu"try### )ood ound!d ####0871 ound!r$"% ##Bulius Maggi &!ad'uart!r" ##-ham% "wit@erland K!y p!op(! ## Alain 'edersen
Ma))i nood(!" is a brand o& instant noodles manu&actured by NestlC( #he brand is popular in Australia% India% "outh A&rica% Bra@il% New Dealand% Brunei% Malaysia% "ingapore% "ri *anka% Bangladesh%'akistan% )iji and the 'hilippines( In se,eral countries% it is also known as Emaggi meeE 9mee is Indonesian/Malay/5okkien &or noodles:( Maggi noodles are part o& the Maggi &amily% a NestlC brand o& instant soups% stocks% and noodles( In Malaysia% there are &ried noodles made &rom maggi noodles known as Maggi goreng( Maggi noodles recently introduced a new ,ariety o& its noodles% to cater &or the health conscious like ;No M"<;% ;*ess "alt;% and ;No #rans &at;( A

wholewheat &lour based noodle ,ariation marketed by the name E egetable Atta NoodlesE has been introduced in India 9Atta &louris used in preparing most &orms o& wheat based breads in India: and caters to health conscious buyers wary o& the re&ined &lour used in the regular Maggi noodles( #his mo,e helps the brand in India as suburban mothers% who &eed the noodles to children as an a&terschool snack% are the primary customers o& the brand( Recently% a line o& rice noodles and whole wheat with pulses% carrots% beans% and onions has also been introduced in India( In &act% EMaggiE has become a well=known brand &or instant noodles in India and Malaysia(

PRODUCT MIX O MAGGI

>R<ANIDA#I>NA* "#RU-#UR!

K!y p!op(!####'eter Brabeck=*etmathe9-hairman:% 'aul Bulcke 9-!>:

DE INITION O MARKETING
#he &ollowing de&initions were appro,ed by the American Marketing Association Board o& .irectors3 Marketing is the acti,ity% set o& institutions% and processes &or creating% communicating% deli,ering% and e4changing o&&erings that ha,e ,alue &or customers% clients% partners% and society at large( (Approved October 2007)

Marketing Research:
Marketing research is the &unction that links the consumer% customer% and public to the marketer through in&ormation==in&ormation used to identi&y and de&ine marketing opportunities and problemsA generate% re&ine% and e,aluate marketing actionsA monitor marketing per&ormanceA and impro,e understanding o& marketing as a process( Marketing research speci&ies the in&ormation reFuired to address these issues% designs the method &or collecting in&ormation% manages and implements the data collection process% analy@es the results% and communicates the &indings and their implications( (Approved October 2004)

MEANING OF MARKETING
Marketing is de&ined by the AMA as Ethe acti,ity% set o& institutions% and processes &or creating% communicating% deli,ering% and e4changing o&&erings that ha,e ,alue &or customers% clients% partners% and society at large(E ==Marketing is the acti,ity% set o& institutions% and processes &or creating% communicating% deli,ering% and e4changing o&&erings that ha,e ,alue &or customers% clients% partners% and society at large( = It is a process by which =one identi&ies the needs and wants o& the people( = >ne determines and creates a product/ser,ice to meet the needs and wants( G'R>.U-#H = one determines a way o& taking the product/ser,ice to the market place( G'*A-!H =one determines the way o& communicating the product to the

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market place( G'R>M>#I>N"H =one determines the ,alue &or the product(G'RI-!H( =one determines the people% who ha,e needs/ wants( G'!>'*!H And then creating a transaction &or e4changing the product &or a ,alue( and thus creating a satis&action to the buyer;s needs/wants(

Consumer Decision making Process Internal and External In luences o Maggi Noddles
-onsumer .ecision Making 'rocess% this basic psychological process plays an important role in understanding how consumers actually make their buying decision( Marketers must understand e,ery &acet o& consumer beha,iour in terms o& who% what% when% where% how and why( "mart companies like MAGGI try to &ully understand the consumer+s buying decision process I all their e4periences in learning% choosing and using o& the product( Maggi has always considered the &ollowing steps3

* Prob(!m R!co)nition
#his is the &irst stage o& the Buying .ecision where the buyer recogni@es a problem or need( #he need can be triggered by internal or e4ternal stimuli which a marketer must identi&y by gathering in&ormation &rom number o& consumers( #hey can then de,elop marketing strategies that trigger consumer interest( Nestle a&ter care&ully analy@ing the market% identi&ied the need &or a Fuick snack in India( #hey adopted the first mover strategy and launched Maggi in India in the year 0786 as an instant &ast &ood( #herea&ter% Nestle recogni@ed the consumer+s need &or Maggi in di&&erent si@es and introduced the J1gms% .ouble 'ack and "uper "a,er 'ack 9s:( *ater on in the years 611J and then 6112% consumer+s need &or a healthy instant &ood was catered by launching Maggi Atta Noodles and Maggi .al Noodles( #hese again emerged as success&ul products and were widely accepted by masses( )urther to su&&ice the need &or di&&erent taste% Maggi Rice Mania was brought in the market in "hahi 'ulao% -hilli -hao and *emon Masala &la,ors(

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6 In&ormation "earch An aroused customer will be inclined to search &or more in&ormation( At this le,el% a person simply becomes more recepti,e to in&ormation about a product( #here are &our major in&ormation sources which are o& key interest to the marketer( #hese are the personal sources 9&amily% &riends% and acFuaintances:% commercial sources 9ad,ertising% websites% packaging and displays:% public sources 9mass media% consumer rating organi@ations: and e4periential sources 9handling% e4amining and using the product:( MA<<I has o,er the years well established itsel& in the market and has now become a household name( #his has helped the brand gain popularity through word o& mouth( Maggi+s Mass Ad,ertising -ampaigns targeted consumers o& all ages( #heir ad,ertisements ha,e highlighted that Maggi is a good alternati,e a,ailable with the consumers when it comes to ha,ing a Fuick snack(

+ E,a(uation o- A(t!rnati,!
>nce all the consumers gather all the in&ormation he then e,aluates the ,arious option a,ailable to him( ?hen e,aluating the potential alternati,es% consumer uses two types o& in&ormation the &irst is the list o& brands &rom which they plan to make their selection and the second is the criteria &rom which they plan to make their decision(

Beliefs and Attitude: !,aluations o&ten re&lects belie&s and attitudes(

And these are acFuired by e4periences and learnings( MAGGI has always pro,ided its consumers with something new &rom time to time which has de,eloped a good belie& in the brand and thus has helped them to choose them &rom their other alternati,es( #heir competitors like top ramen always &ind it di&&icult on the e,aluation &ront with magi because o& strong association o& consumers with it( A.ar!n!"" "!t is Maggi #om Ramen ?ai ?ai

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 -up o& Noodles -hings "o out o& the abo,e awareness set the consumers decides to choose Maggi because a&ter analy@ing the di&&erent parameters o& the brand Maggi was chosen as the best alternati,e among the rest leading to its ma4imum market share(

4 Purchase Decision
In the e,aluation stage the consumer &orms pre&erences among the brands in the choice set% the consumer may also &orm an intention to buy the most pre&erred brand (In e4ecuting a pre&erred intention the consumer takes up &i,e sub decisions Brand .ealer Kuantity #iming 'ayment Method In some cases consumer may decide not to &ormerly e,aluate each and e,ery brandA in other cases inter,ening &actors may a&&ect the &inal decision( Because o& the strong consumer awareness about the brand MAGGI% consumer generally pre&er Maggi out o& all the a,ailable brands % due to the mass distribution strategy adopted by Maggi% any consumer can easily purchase it &rom their local grocery store without wasting much o& his/her time in searching &or the product % Maggi comes in ,arious si@es like single % double and the supersa,er packs so depending upon each indi,iduals need Maggi is catering each and e,ery segment o& the society not to mention that as the si@e increase the sa,ing on each pack increases(

5 Post Purchase

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A&ter the purchase the consumer might e4perience dissonance that stems &rom noticing certain disFuieting &eatures or hearing &a,orable things about other brands and will be alert to in&ormation that supports his/her decision( Marketer must monitor 'ost 'urchase "atis&action 'ost 'urchase Action 'ost 'urchase 'roduct Uses

6 Post Purchase Satisfaction

"atis&action is a &unction o& the closeness between e4pectations and the product+s percei,ed per&ormance% i& per&ormance &alls short o& e4pectations the consumer is disappointed and i& it meets the e4pectation the consumer is satis&ied and i& it e4ceeds the e4pectations then the consumer is delighted(

7 Post Purchase Actions

"atis&action or dissatis&action with the product will in&luence subseFuent beha,ior i& the consumer is satis&ied he will e4hibit a higher probability o& purchasing the product again( #he satis&ied customer will also tends to say good things about the brand to others% marketers says our best advertisement is the satisfied customer.

Post Purchase Use

Marketer should also monitor how buyers use and dispose o& the product( A key dri,er o& sales &reFuency is product consumption rate I the more Fuickly buyers consume a product the sooner they may be back in the market to repurchase it( -all a small &raction o& it the ne4t day(

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RESEARCH METHODOLOGY

OBJECTIVES of study
#o understand the in&luence o& Maggi as a brand on consumers mind set( "ources o& Brand eFuity o& Maggi like Brand awareness% Brand image% Br andassociation% Brand recall #o understand the Brand per&ormance o& Maggi products( #o understand Brand Imagery% Brand Kuality percei,ed by customers% brand credibility% consideration% superiority and &eelings( Brand !4tension o& Maggi in terms o& product di,ersity( Analyse the repositioning o& Maggi brand as a 5ealthy product and the consumer perse,erance towards the same(

Market share Maggi noodles:

MAGG! NODLES
!agg" others

208

08 08

208

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RESEARCH PLAN

Research Design:
A research design is the arrangement o& condition s &or collection and analysis o& data in manner that aims to combined rele,ance to the research to the research purpose with economy in procedure( A research design is the speci&ication o& methods and procedures &or acFuiring the needed in&ormation( It is o,erall operational pattern or &ramework o& the project that stipulates what in&ormation is to be collected &rom which source by what procedure( #here are three types o& objecti,es in a marketing research project3= E/p(oratory R!"!arc01 D!"cripti,! R!"!arc01 Ca"ua( R!"!arc01

*1 E/p(oratory R!"!arc02#
#he objecti,e o& e4ploratory research is to gather preliminary in&ormation that will help de&ine problems and suggest hypothesis(

31 D!"cripti,! R!"!arc02#
#he objecti,e o& descripti,e research is to describe things% such as the market potential &or a product or the demographics and attitudes o& consumers who buy the product(

+1 Ca"ua( R!"!arc02#
#he objecti,e o& casual research is to test hypothesis about casual and e&&ect relationships(

1/

Based on the abo,e de&initions it can be established that this study is a .escripti,e Research as the attitudes o& the customers who buy the products ha,e been stated( #hrough this study we are trying to analy@e the ,arious &actors that may be responsible &or the pre&erence o& -oca=-ola products(

SO"RCES O# DATA
#he data has been collected &rom both primary as well as secondary sources(

SECONDARY DATA$%
It is de&ined as the data collected earlier &or a purpose other than one currently being pursued( As a researcher I ha,e scanned lot o& sources to get an access to secondary data which ha,e &ormed a re&erence base to compare the research &indings( "econdary data in this study has pro,ided an insight and &orms an outline &or the core objecti,es established( #he ,arious sources o& secondary data used &or this study are3= News papers( Maga@ines( #e4t books( Marketing reports o& the company( Internet(

PR!MARY DATA$%

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#he primary data has been collected simultaneously along with secondary data &or meeting the established objecti,es to pro,ide the solution &or the problem identi&ied in this study( #he methods that ha,e been used to collect the primary data are3= Kuestionnaire( 'ersonal Inter,iew(

RESEARCH MEAS"R!NG TOOLS & TECHN!'"ES

#he primary tool &or the data collection used in this study is the respondent+s response to the Fuestionnaire gi,en to them( #he ,arious research measuring tools used are3= Kuestionnaire( 'ersonal inter,iew( #ables( 'ercentages( 'ie=charts( Bar=chart

Sample Design:

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#he target population &or our study is households( #he sample will be selected by a simple random sampling method

Sample Size:
#he sampling unit is 0J1 which are di,ided as &ollows3

Number o& respondent Age group Monthly household income "ur,ey location "alary group Number o& respondents Age group Number o& respondents 01=6J J1 No income 6Jk L1k O1 6J=OJ J1

0J1 01=L1 6J111=MJ111 k BAN<A*>R! %NARNA#ANA( L1k 21k J1 21k MJk M1 OJ=LJ J1

DATA COLLECTION PLAN

Data Gathering:
#his study in,ol,es data collection 9primary research: &rom di&&erent households in Bangalore(

Literature Review

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#he research conducted as a part o& our study would include 'rimary as well as "econdary research( 'rimary research would include a sur,ey that would be conducted in selected localities o& .elhi and nearby areas where the responses o& consumers would be recorded through a designed Fuestionnaire ( "econdary research would include ,arious aspects o& Brand management through Internet % Bournals% company reports % e4pert ,iews etc(

METHOLODOGY
#he research will be carried out in the &orm o& a sur,ey( #his will include primary research inaddition to secondary research as stated below( #he sur,ey research method will bedescripti,e research design( !ach respondent will be inter,iewed through a Kuestionnaire(#he sample will be selected by a simple random sampling method(#he sur,ey will address the &ollowing in&ormation area3

In or!ation Areas:
#he objecti,e as spelt out can be elaborated into speci&ic in&ormation areas to be studied( 5ow do customers percei,e Maggi as a stable brand% their perception o& noodles andhow do they associate themsel,es with MaggiP Are the consumers aware o& Maggi Brand or they associate noodles with some other brandP

.o they consider noodle as a healthy product or they are aware o& the company+sstrategy o& repositioning it to a healthy product by the launch o& some o& the newproductsP ?hich product &rom the entire basket o& Maggi products do the consumers consider asthe best selling product &or Maggi and to which the consumers &reFuently buyP Are the consumers willing to accept Maggi brand e4tensions to some other productslike chocolate% juices% chips etcP

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Analysis and interpretation

Brand Associations:
"ources o& Brand eFuity like brand association o& Maggi as a Brand was &ound highest with the age group o& 01=6J and the product category associated with it was the noodles category9 see e4hibit 0:( -onsumers in the age segment o& 01=6J could easily relate Maggi to noodles( In the income wise category the brand association was highest with the income group o& 6Jk=L1k( #he implications &rom the &indings discussed abo,e seem that Maggi has good brand association in terms o& noodles( -onsumers presume Maggi as Noodles and the company+s philosophy o& projecting the brand as noodles brand seem to be ,iable in this regard(

Brand association (age wise)

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Brand Recall:
)rom the graph gi,en below it seems a clear trend that Maggi has a good brand recall as compared to its competitors like #op Ramen% "urya noodles% Reliance noodles etc( -onsumers could easily associate Maggi with noodles( In the Age wise category% the respondents o& the age group o& 6J=LJ were highly cautious o& Maggi brand and seemed to be consuming Maggi more as compared to other age segments(

Brand Recall (age wise)

Repositioning Maggi as a healthy product:

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#he company+s strategy to reposition Maggi as a 5ealthy product was not &ound conduci,e as per the sur,ey results( #he sur,ey showed that consumers did not percei,ed Maggi as a healthy product with JOQ o& them consumed Maggi+s traditional products as compared to the rest who consumed other ,ariants o& Maggi+s brand that were positioned as 5ealthy products( )rom the pie chart gi,en below it can be clearly seen that Maggi is still percei,ed as a non healthy products by the consumers and in spite o& the e&&orts to position Maggi as a healthy product by the company the brand is still percei,ed as a ready to eat &ood brand that has a high market share in the noodle category in India(

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S"OT ANALYSIS O# MAGGI $RAND

#he "?># analysis o& Maggi brand clearly indicates the strengths o& Maggi as a Brand inIndian market( #he Brand was &ound to be a leader in its category o& Noodles% with strongcustomer loyalty( Intensi,e distribution o& Maggi as a Brand was seen in urban areas o& thecountry( #he major threats o& the brand as shown in the &igure below indicates that Maggi hasmade se,eral attempts to re,amp itsel& as a R5ealthy 'roduct but till date its perse,erancetowards the tag line is low by the consumers( #he brand is in the growth stage o& product li&ecycle with a strong inclination towards the maturity stage(

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26

%&estionnaire
K=0 what product would you associate with the tag line mentioned belowP SIts di&&erent( TTTTTTTTTTT S.on+t be a noodle% be a snoodleTTTTTTTTTTTTTT S6 minute noodles/ Bas 6 minuteTTTTTTTTTTTTTT SBitna tasty% utna healthyTTTTTTTTTTTTTTTTT SMummy bhook lagi TTTTTTTTTTTTTTTTTT S#ry it with a twist TTTTTTTTTTTTTTTTTTT S5earty soups warm you &rom inside TTTTTTTTTTTT S)ast to cook% <ood to eat TTTTTTTTTTTTTTTT K=6 ?hat comes &irst in your mind when you hear the word Maggi P SNoodles S)ast &ood S"nacks SNone o& these K=O what is the brand that comes to your mind when we say the word noodlesP SMaggi S#op Ramen S"urya Noodles SAnil Noodles K=L ?ith what products would you associate the brand MaggiP SNetchup SNoodles S"oup SMasala KJ Rank the categories which Maggi should look in &uture in order o& your importance 3 S-hocolates UUUUUUUUUUUUU S"alted 'otato -hips UUUUUUUUUUUUU S)ruit Buices UUUUUUUUUUUUU

2/

S'rocessed &oods9Ready to use pastes% masalas: UUUUUUUUUUUU S>thers 9 'lease mention: UUUUUUUUUUUUU K=2 how do you rate Maggi brand in terms o& &ollowing parameters3 S!4pertise 9-ompetent% Inno,ati,e% Market leader: S#rustworthiness 9.ependable and keep customers interest in mind: S*iability 9 )un %interesting: SNone o& these K=M 5ow do you percei,e Maggi productsP <ood &or health Ready to eat( Bunk &ood#asty / )un eating K8 ?hich Maggi products in noodles category do you regularly buyP 9Reposition ingawareness: SMaggi masala SMaggi ,egetable atta noodles SMaggi dal atta noodles SMaggi rice noodles mania K=7 .o you percei,e Maggi noodles as a healthy productP S$es SN> K=01 I& No then your suggestions &or impro,ement as a healthy productP U U U U U U U U UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUU U U U U U U U U U U U U U U U U U U U U U U U U U U U U UU U U U U U U U U U U U U U U

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Con'l&sion:

#he &ood processing business in India is at a nascent stage( -urrently% only about 01Q o& the output is processed and consumed in packaged &orm thus highlighting huge potential &or e4pansion and growth( #raditionally% Indians belie,e in consuming &resh stu&& rather then packaged or &ro@en% but the trend is changing and the new &ast &ood generation is slowly changing( Riding on the success o& noodles% Nestle India% tried to make e4tensions o& the Maggi brand to a number o& products like% sauces% ketchups% pickles% soups% tastemakers and macaroni in the mid=0771s( Un&ortunately% the macaroni and pickles didn+t pick up as e4pected( #he soups and sauces did somewhat &ine% gathering considerable sales ,olumes and ha,e a satis&actory presence e,en today( RMaggi Noodles+ itsel& &aced a bit o& di&&iculty with respect toRtaste+% and nearly lost its position in the minds o& Indian consumers in the late 0771s( ?hen Nestle changed the &ormulation o& its tastemaker% the ominous packet that came along with Maggi Noodles% a major chunk o& consumers were put=o&& and sales started dropping( Also%Maggi+s competitor R#opRamen+ took ad,antage o& the situation and started a parallelaggressi,e campaign to eat into Maggi+s market share( But the company Fuickly realised this and went back into making the original &ormula coupled with a &ree sampling campaign( #his helped Maggi to win back its lost consumers and pushed up its sales ,olumes again(

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S(GGESTION
A&ter the conducted study &ollowing recommendations could be sited &or Maggi Brand( = #o gain ma4imum le,erage in terms o& pro&it the company should pay emphasison segments with age groups 6J=OJ and abo,e (Ad,ertising is the key tosuccess( #argeting these segments will not only enhance the company+s pro&itmargins but also it will le,erage the brand image o& Maggi( = #he company should ad,ertise its products by depicting attributes related to5ealth like Nutrition ,alues% Q o& itamins% 'roteins etc(#his would help incustomers percei,ing the product as 5ealthy( = )oray into other &ood products like chips% chocolates etc under its sole brandname would not only help in Brand e4tension but will also enhance Maggi+s market share(

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$I$LIOGRAPHY

BOO(S$
Marketing Management I Notler 'hilip

Research Methodology I Nothari

www(nestle(com

Bournals Maga@ines

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