MARKETING RESEARCH

On

PEOPLES OPINION ABOUT CONSUMPTION OF MAGGI

ISHAN INSTITUTE OF MANAGEMENT &TECHNOLOGY

(2015-2017)

SUBMITTED TO
Dr. D.K GARG SIR
(CHAIRMAN)

SUBMITTED BY
SURABHI SRIVASTAVA
ENR.NO:21002

ACKNOWLEDGEMENT
I am using this opportunity to express my gratitude to everyone who supported me throughout
the course of this Marketing Research project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project work. I am sincerely
grateful to them for sharing their truthful and illuminating views on a number of issues related to
the project.
I am very thankful to our respected Chairman Dr. D.K GARG Sir, who has always been a
source of inspiration and motivation to all students of PGDM. And I am very thankful to my
faculty Dr Hitendra Shukla Sir and Dr Kirti Singh Mam who has provided their full support
in completion of my project.
Respondents had played the vital role in my project and am very much thankful to all the
respondents who had filled my questionnaire and helped me complete my project successfully.

DECLARATION
I am SURABHI SRIVASTAVA student of ISHAN INSTITUTE OF MANAGEMENT &
TECHNOLOGY, GREATER NOIDA (U.P) hereby declare that the research project is entitled
PEOPLES OPINION ABOUT CONSUMPTION OF MAGGI.
All the work is carried out by me in the completion of research project of Post Graduate Diploma
In Management under the guidance of Dr Hitendra Shukla Sir and Dr Kirti Singh Mam.
It is the original project and respondents are original. I have followed all the guidance and
instructions by institute for the preparation of the project. The compilation of all the data and
information are correct and I have completed the project to my best efforts.

SURABHI SRIVASTAVA
COURSE: PGDM
ENR NO: 21002
Batch 21st

PREFACE
No one at school ever says they want to be a market researcher. It is a job that most people fall
into by accident and yet it is arguably one of the best jobs in the world. Where else could
someone with a curious mind be paid to find out what is going on? Nowhere else could there be
such a variety of work: exploring motivations, finding out what is going on and always seeking
the truth.
Market Research is a great deal of Information and Stature..
To learn and understand Marketing and its strategies the best person are the general people as
marketing is all about general people. Therefore this study includes 100 respondents of Delhi and
Noida and their perception towards the product.
This Research divided into five chapters.
Chapter 1 includes Introduction, to give you a glimpse of the overall subject of research. What is
the need of this study and its objectives assigned followed with the main hypothesis formulated
and to be analysed.
Chapter 2 is about the research methodology adopted by the researcher. About how the data is
being collected and the sample area,techniques of how the result will be evaluated.
Whereas Chapter 3 includes all the details of the analysis conducted and the rest follows the
findings and the suggestions about the research.
Maximum efforts have been taken to gain accurate data and thankful to the respondents for doing
so. If any error or mistake found in collecting data kindly ignore.

Table of content

S.no
1

Content

Page No.

CHAPTER 1: INTRODUCTION OF TOPIC

NEED OF THE STUDY
OBJECTIVE OF THE STUDY
MAIN HYPOTHESIS

CHAPTER 2: RESEARCH DESIGN

METHOD OF DATA COLLECTION
SCOPE OF THE STUDY
SAMPLE AREA AND SIZE
TECHNIQUES OF ANALYSIS

CHAPTER 3: ANALYSIS OF STUDY

HYPOTHESIS TESTING

10

CHAPTER 4: FINDINGS AND CONCLUSIONS

30

CHAPTER 5: SUGGESTIONS

31

REFERENCES

32

ANNEXURE

33

7
8

CHAPTER 1
INTRODUCTION
Maggi is an international brand of seasonings, instant soups, and noodles that originated in
Switzerland. It was acquired by Nestl in 1947.
Nestle launched Maggi noodles with its captivating two-minute tagline way back in1982 when
instant food was not popular in India. Even after 31 years, it enjoys approx. 75% of the market
share. Three more products on the same lines were introduced after that namely Top Ramen,
Yipee, Foodles and Knorr Soupy Noodles.
Maggi surely had First Movers Advantage. Maggi was distributed in schools so as to promote
trials. This also may have helped. When a brand creates a new category it sets a benchmark for
quality. Maggi did the same to the instant noodle category in India.
Maggi instant noodles are popular in India and Malaysia. Nestle has 39% market share in
Malaysia, where "Maggi" is synonymous with instant noodles, and 90% market share in India. In
Malaysia, fried noodles made from Maggi noodles are called Maggi goreng.
In June 2015, tests in India found high amounts of lead and monosodium glutamate in Maggi
noodles. The FSSAI ordered a national recall for all 9 variants of Maggi Instant Noodles and
Oats Masala Noodles.
In India, Maggi noodles carry a green dot, meaning they are specifically formulated to serve
vegetarians. This special formulation is not available in other countries, unless imported
from India.

NEED OF THE STUDY

The changes in the corporate environment of a company through various factors and their impact
and effect on the business, its market is all studied under this research.
In todays world of citizen journalism, news goes viral in a flash. And if it is bad news, it
acquires a spin and speed that is virtually impossible to stop. Brands, therefore, are more
susceptible to a tarnished image today, than in any other day and age. The cocktail of the online
and offline world, consumer and shareholder activism, random decisions by government bodies,
volatile social groups, and hatchet jobs by competing firms make it all too easy to fall from
grace. And the loss of goodwill can play out in the form of decreased revenue, loss of clients or
suppliers and loss of market share.
The latest brand to find itself in this quagmire is Maggi, the instant noodles brand from food and
beverage company Nestle. One of Indias most trusted brands and perhaps the countrys most
favored comfort food, it has taken a huge knock in terms of brand value and sales ever since the
recent controversy broke over allegations that it had lead and monosodium glutamate (MSG) in
excess of permissible limits and was, therefore, unsafe to consume. The controversy arose after
the Uttar Pradesh Food Safety and Drug Administration ordered the recall of a batch of 200,000
Maggi noodle packs. With more and more states deciding to randomly test samples and banning
sales in the interim, coupled with retail chains removing it from their shelves, the company has
had no other choice but to retract the product.
The study will define the outcomes of then and now scenario.

OBJECTIVE:
The objective of the study made is to find out whether there is any change in the popularity of
Maggi noodles over the years and because of various factors. Has it has any impact on its
consumers and so will bring the drastic change in its market share value resulting in effecting
business or for so good to it.
1. To understand the reason of its popularity and the very preferred variant of Maggi.
2. To understand the consumers interest of mind regarding Maggi.
3. The study sees that whether the consumer understanding and knowledge about Maggi
shows what effect on its consumption.

Main Hypothesis:
H0 = Peoples opinion and consumption of Maggi is Independent to each other.

CHAPTER 2:
RESEARCH DESIGN
Given below is the research methodology followed by the researcher in this research study.
2.1. RESAERCH APPROACH: SURVEY METHOD

2.2.SOURCES OF DATA
2.2.1. PRIMARY SOURCE: Primary data consist of original information gathered for specific
purpose. This is collected through Questionnaire comprising 15 questions.
2.2.2. SECONDARY SOURCE: Secondary data was collected through internet, news papers,
articles.

SAMPLE AREA AND SIZE: 100 respondents and through random sampling method.
Place/cities

Respondent

Delhi

68

Noida

32

Total

100

TECHNIQUES OF ANALYSIS: The appropriate statistical techniques like, descriptive

statistics, chisquare-test will be used for analyzing the data.

CHAPTER 3
ANALYSIS OF THE STUDY
Questionnaire was carefully developed tested and debugged before they were administered in
large scale. Each question contributed in the research made here. The questions were limited in
numbers simple and unbiased technology was adopted.

3.1 Respondents Profile

GENDER OF THE CONSUMER

Gender

Female
55%

Male
45%

Chart 1.0(a)

Out of 100 respondent 45% were male and 55% were female.

EDUCATION

education
12th
23%
UG
55%

PG
22%

Chart 1.0(b)

Of 100 respondents 55% were Undergraduates, 23% were in intermediate and rest 22% were
postgraduate.

3.2 PERCEPTION OF RESPONDENTS

Q1: Which is your favorite variant of Maggi noodles?

a. Masala

b. Multigrain

c. Atta

Variant
d
15%
c
15%

b
32%

a
38%

d. Oats

Chart 3.1

INTERPRETATION: According to the study Maggi masala noodles is the most favorite
variant of Maggi.
The second loved flavor is the Multigrain noodles and both Atta and Oats variant are at equal in
terms of preference.

Q2: Do you find Maggi as a substitute of food?

a. Yes

b. No

food substitute
b
18%

a
82%

Chart 3.2

INTERPRETATION:

According to the study82% of 100 respondents find Maggi as a

substitute of food.
Where 18% people do not take it at as substitute of food.

Q3: Do you find Maggi healthy?

a. Yes

b. No

healthy
Series1

17

83

Chart 3.3

INTERPRETATION: According to the study, Maggi claims to be one healthy instant noodles
and so 83% of 100 find Maggi as healthy and 17% do not find it healthy.

Q4: In what way do you consume Maggi?

a. Snacks
b. Lunch

c. Dinner

preferred in
b
4%
a
67%

b+c
33%

Chart 3.4

c
29%

INTERPRETATION: According to the chart highest number of people consume Maggi as a

snack item. The share is 67% of 100 take it as a snack item and other 33% constitute as lunch
and dinner. Again 29% people take it as a dinner item for them.

Q5 : The Ban on Maggi was justified?

a. Yes
b. No

c. Cant say

Ban
a
8%
c
37%

b
55%

Chart 3.5

INTERPRETATION: From the above chart it is seen more than half of the respondents do not
find ban on Maggi justified which is 55% of 100 respondents. 37% do not think of commenting
on it and rest 8% of strict no lovers of Maggi might be find ban justified.

Q6 : Will you recommend Maggi to child?

a. Yes

b. No

recommending maggi
Series1

18

82

Chart 3.6

INTERPRETATION: From above Chart high recommendation of Maggi to child is seen. The
division is 82% of people say Yes to recommendation and rest 18% say No.

Q7: Do you Find Patanajli Atta noodles better than Maggi noodles?
a. Yes

b. No

c. Not used yet

Patanjali noodles
a

24%

17%

59%

Chart 3.7

INTERPRETATION: Here in observation Patanjali atta noodles was either not liked or not
used by the respondents mostly.59% do not liked it. Another 24% havent used it yet. Rest 17%
say yes to the patanjali product.

Q8: Is the Quantity of Maggi satisfactory?

a. Yes

b. No

Quantity
a

23%

77%

Chart 3.8

INTERPRETATION: From above study people are not satisfied by the quantity of Maggi that
means they want more inside a pack. 77% of 100 wants some more quantity of Maggi which is a
huge demand for an instant noodle product.

Q9: Do you want more variants of Maggi?

a. Yes

b. No

New variants
Series1

64

36

a
b

Chart 3.9

INTERPRETATION: Here through chart it is seen that people do want more variant of Maggi.
This clearly means people want Maggi to expand more and more.

Q10: What is the effect of Ban on your scale of consumption of

a. No change

b. Decreased its consumption

consumption scale
Series1

72
28

Chart 3.10

Maggi?

INTERPRETATION: Study showed that the Ban on Maggi has decreased its consumption to
an extent.72% people said that they had decreased the consumption of Maggi. Even though it is
still the most loved but care is taken in the consumption.

Q11: Price hike of Magi noodles after ban is considerable?

a. Yes

b. No

Price hike
a

28%

72%

Chart 3.11

INTERPRETATION: The increased prices of Maggi post ban are not acceptable by mass.72%
stand against price hike of Maggi over less quantity and 28% are fine with it.

Q12: In instant noodles,Maggi is always your first choice?

a. Agree

b. Disagree

Instant noodles
a

15%

85%

Chart 3.12

INTERPRETATION: Maggi noodles are the first to be in mind when talked about instant
noodles category. A good 85% people love maggi just by its name and concept of Instant
noodles.

Q13: Maggi is a wholesome food for children?

a. Agree

b. Disagree

wholesome
Series1

79

21

Chart 3.13

INTERPRETATION: The study showed that 79% out of 100 find Maggi as a wholesome food
for children.
This shows the popularity and trust of people in Maggi.

Q14: You generally buy Maggi in:

a. Mini Pack

b. Medium Pack

c. Super Saver Pack

Maggi pack
a

11

73

16

Chart 3.14

INTERPRETATION:

Chart shows that For Maggi lovers Super saver Pack is the most

convenient one.
Medium and Small pack are preferred in almost same ways. The ratio is
73% - Super saver Pack
16% - Medium Pack
11% - Mini Pack
Q15: Do you want any improvement in Maggi?
a. Yes
b. No

Improvement
a

48%
52%

Chart 3.15

INTERPRETATION: From the chart it is seen that there is a very little difference in opinion of
people to make or not make improvement in Maggi. The larger part is of people who do not want
any improvement in Maggi. It is 52% NO and 48% Yes.

3.3.

HYPOTHESIS TESTING

Ho = Peoples opinion and consumption of Maggi is Independent to each other.

Questions
Options

Which is your favorite variant of a)

b)
Maggi?
c)
d)
a)
Do you find Maggi as substitute of
b)
food
Do you find Maggi healthy?

In what way do you consume Maggi?

Masala

Multigrain
Atta
Oats
Yes
No

a) Yes
b) No

a) Snacks
b) Lunch
c) Dinner

Expected

S.
No

Observed

TABLE 3.1
df Sig

Ho

42
35
17
6

25.0
25.0
25.0
25.0

.000

R.

82
18

50.0
50.0

.000

R.

83
17

50.0
50.0

.000

R.

64
4
29

33.3
33.3
33.3

.000

R.

6
7

8
9
10

11
12
13
14

15

The Ban on Maggi was justified?

Will you recommend Maggi to child?

Do you find Patanjali Atta noodles
better than Maggi noodles?
Is the quantity of Maggi satisfactory?
Do you want more variants of Maggi?
Any change in consumption post ban?

Do you find price hike after ban

considerable?
In instant noodles Maggi is always
your first choice?
Maggi is a wholesome food for
children.
You generally buy Maggi in?

Do you want any improvement in

Maggi?

a)
b)
c)
a)
b)
a)
b)
c)
a)
b)
a)
b)
a)
b)

Yes
No
Cant say
Yes
No
Yes
No
Not used yet
Yes
No
Yes
No
No change
Decreased
consumption
a) Yes
b) No

8
55
37
82
18
17
59
24
77
23
64
36

33.3
33.3
33.3
50.0
50.0
33.3
33.3
33.3
50.0
50.0
50.0
50.0

28
72

50.0
50.0

28
72
85
15
79
21

50.0
50.0
50.0
50.0
50.0
50.0

a) Mini pack
b) Medium
pack
c) Super saver
pack

11
16
73

a) Yes
b) No

48
52

a)
b)
a)
b)

Yes
No
Agree
Disagree

.000

R.

.000

R.

.000

R.

.000

R.

.005

R.

.000

R.

.000

R.

.000

R.

.000

R.

33.3
33.3
33.3

.000

R.

50.0
50.0

.689

INTERPRETATION:
The hypothesis assumed is rejected. As the crtical value is less than 0.05. Both peoples opinion
and consumption of Maggi are dependent to each other. Hence is essential for running business.

CHAPTER 4
FINDINGS
This Marketing Research Project was full of challenges and of great importance to our PGDM.
Following were the findings researcher made during research.

Maggi Masala is the most loved flavour of Maggi.

With the 100 respondents the conclusion says that Maggi is found healthy by people and
consumed as a snack item.

They do not find Ban on Maggi justified but there is a considerate decrease in the
consumption to an extent.

Patanjali Atta noodles which was launched as a competitor to Maggi during its Ban
period, failure is also seen here as people either havent used it or didnt liked it.

Also people want more variants of Maggi but hike on its price after the ban is not
accepted by them, which could be a reason of decrease consumption.

At last Maggi is the pioneer of instant noodles even today and consumer (as studied on
100 people) love it the way it is. Its super saver pack is most preferred and wants no such
improvement in Maggi.

CONCLUSION
Maggi Noodles are very popular product and accepted worldwide by all age groups.
The controversy with Maggi has effected its business a little but the positivity about it is
more around.

Maggi is the pioneer in its field.

SUGGESTIONS

Conducting Market research is costly affair and hence time taking.

Its scope is also limited as here the researcher was limited to do his study on 100
respondents only.

Consumers behavior cannot be predicted here and hence these results can only be taken
as suggestions and not solutions.

These results cannot be said as 100% accurate as the statistical data analysis the most
preferred one whereas there are many mixed reviews as well.

These results have limited practical value and can sometimes be misused as well.

This research was also limited to one region and hence can have required changes in wide
prospectus.

Price factor should be taken into consideration although this hike is important to cover up
the losses company has bear in time.

LIMITATIONS

Sample size is a limitation here.

It mostly covered college going students.
It is lengthy and time taking process.
It has a limited practical value.

Scope for other research

Research can be done on this topic with a big sample size.

Many other groups can be included.
A direct effect of ban on Maggis Business can be studied.

REFERENCES:

Marketing Management by Philip Kotler

Internet
Times of India newspaper
Hindustan Times newspaper
Economic Times newspaper
http://www.slideshare.net/
https://www.maggi.in/
https://en.wikipedia.org/wiki/Maggi

ANNEXURE

MARKET RESEARCH QUESTIONNAIRE

Dear Respondent,
I Surabhi Srivastava, PGDM student of ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY,
Greater Noida is conducting a Market Research Project entitled.

PEOPLES OPINION ABOUT CONSUMPTION OF MAGGI

Kindly extend your co-operation by filling up this questionnaire& enable us to conduct the
research successfully.
RESPONDENT PROFILE
NAME
ADDRESS
GENDER
PHONE NUMBER
EDUCATION
12th
( )
UG
( )
PG
( )

QUESTIONS
1) Which is your favourite variant of Maggi noodles?
a. Masala
b. Multigrain
c. Atta
2) Do you find Maggi as a substitute of food?
a.Yes
b. No
3) Do you find Maggi healthy?
b. Yes
b. No
4) In what way do you consume Maggi?
b. Snacks
b. Lunch
c. Dinner
5) The Ban on Maggi was justified?
b. Yes
b. No

c. Cant say

d. Oats

6) Will you recommend Maggi to child?

b. Yes
b. No

7) Do you Find Patanajli Atta noodles better than Maggi noodles?

b. Yes
b. No
c. Not used yet
8) Is the Quantity of Maggi satisfactory?
b. Yes
b. No
9) Do you want more variants of Maggi?
b. Yes
b. No
10) What is the effect of Ban on your scale of consumption of Maggi?
b. No change
b. Decreased its consumption
11) Price hike of Magi noodles after ban is considerable?
b. Yes
b. No
12) In instant noodles, Maggi is always your first choice?
b. Agree
b. Disagree
13) Maggi is a wholesome food for children?
b. Agree
b. Disagree
14) You generally buy Maggi in:
b. Mini Pack
b. Medium Pack
15) Do you want any improvement in Maggi?
b. Yes
b. No

c. Super Saver Pack

LIST OF RESPONDENTS