Marketing Management Project

Maggi Noodles Consumer Behaviour Analysis

Group 5 - Section C

Manoj R (1311171)
Muthuraman AL (1311175)
Nikhil Darak (1311180)
Pankaj Kumar (1311183)
Sudheender S (1311204)

Objective of study:
Maggi noodles is a product of Nestle, which occupies a major chunk of market share
in the food industry. The primary objective of the project is to identify the consumer
preferences and the unique selling proposition (USP) for the product in the market. The
following shall also be investigated in addition to the primary objective.
1. Investigation of product differentiation and brand building process that Nestle
adopted for connecting with consumers.
2. The competition that Nestle is facing from its rival companies.
3. The effect of advertisements on consumer behaviour.
Scope:
The scope of study is limited to the residents of Bangalore. The study is aimed at
understanding the buying behaviour of the people across various income groups. To analyse
the best strategies that Maggi can adopt to increase the market share in the processed food
industry.
Methodology:
A survey shall be floated and responses shall be collected from 50 individuals within
Bangalore. Consumer preferences, consumer decision making process and the factors
affecting the same will be identified. Analysis of 4Ps to understand the marketing mix will
be carried out using the primary data.
The competition that the product faces in the current scenario will be evaluated
qualitatively and quantitatively using secondary data. The strategy for sustainability and
overcoming competition to achieve progressive growth in market share shall be suggested.