DISSERTATION SYNOPSIS

ON
A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS THE BRAND NESTLE MAGGI

Submitted by:
Name – RAGHAV BANSAL
BBA Marketing

Sap_id – 500087564
Batch - 2020-2023

Under the guidance of

Dr. Shatrughan Yadav

Assistant Professor (Senior
Scale)
SoB, UPES

University of Petroleum and Energy Studies

Kandoli, Via Prem Nagar, Dehradun, Uttarakhand 248007
 ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude to everyone who helpedand guided me through the
process of completing this report. A special thanks to Dr. Shatrughan Yadav for stimulating my
mind with hisvaluable insight and encouragement, which helped me a long way in finishing this
report.
I sincerely appreciate to my colleagues and friends for their assistancethroughout the duration of this
project. I promise to strive to continue working towards my career life in the best way possible,
having absorbed several skills and gaining substantial knowledge from this industrial project report.
I am grateful to the UNIVERSITY OF PETROLEUM AND ENERGY STUDIES for providing me
with this opportunity to explore myself. Last but not least, I want to thank all ofmy friends who
helped me with this industrial project report, whether directly or indirectly.

Thanking YOU
RAGHAV BANSAL.
ABSTRACT

Consumer behaviour refers to the behaviour that consumers display in

searching for purchasing, using, evaluating and disposing of products and
services that they expect, will satisfy their need. Consumers are highly
complex individuals subject to avariety of psychological and sociological
needs apart from their survival needs. Needs and priorities of different
consumer segments differ drastically. This study analyses the brand
preference of Nestle maggi noodles by consumers. The study evaluates
the quality of nestle maggi noodles availed by consumers, the media
influences in consumption, the effect of the pricing policy in customer
satisfaction. This study attempts to measure customer satisfaction as well
as contributing to the commercial efficiency by the way of suggestions
to improve its profitability in a long term business.
 INTRODUCTION

Quick food styles are catching up fast because of more number of working
couples, domestic fuel crisis, non-availability of reliable domestic servants and
breaking up of joint family system. Neither time nor patience to prepare the
ingredients and wholesome food in the house itself, the high price of ingredients
and ready mix are also a significant factor responsible for the spectacular increase
in the demand for maggi noodles products.

BACKGROUND

Nestle India Limited (NIL) introduced the maggi brand to Indian consumers
when it launched maggi “2 minute noodles”, an instant food product in 1982. At
that time, Indian consumers were rather conservative in their food habits,
preferring to eat traditional Indiandishes rather than canned or packaged food.
In fact, NIL was trying to create entirely new food category instant noodles in
India. Initially, the company targeted working women on the premise that maggi
noodles were fast to cook and hence offered convenience.
However, this approach failed as was evident from the fact that the sales
of maggi noodles were not picking up despite heavy media advertising. To get to
the root of the problem, NIL conducted a research, which revealed that it was
children who liked the taste of maggi noodles and who were the largest consumers
of the product. After this, NIL shifted its focus fromworking women and targeted
children and their mothers through its marketing. NIL's promotionspositioned the
noodles as a 'convenience product', for mothers and as a 'fun' product for children.
The noodles’ tagline, “Fast to Cook Good to Eat” was also in keeping with this
positioning. NIL aggressively promoted maggi noodles through several schemes like
distributing free samples, giving gifts on the return of empty packs, etc. NIL's
advertising too played a great role in communicating the benefits of the product to
target consumers.
 MAGGI NOODLES IN INDIAN MARKET

It is a far cry from the initial launch days when maggi was distributed free
in schools to promote trial; in 1980s during the launch period. The company
made an attempt in the mid-90sto change the formulation of the product, which
was outright rejected by the consumers and the company had to go back to it old
formulation and the company had to do a massive communication campaign. Today
India is the largest market for maggi noodles. But the brand has turned profitable
just recently, so it has been a long haul for the company in the Indian market.
The journey and success of maggi noodles is something worth noticing for a
marketer, asone can learn a lot, the ignored reality that brand building is a long
term business.

NEED FOR THE STUDY

The term consumer behaviour refers to the behaviour that consumers display
in searchingfor purchasing, using, evaluating and disposing of products and services
that they expect, will satisfy their need. Consumers are highly complex individuals
subject to a variety of psychological and sociological needs apart from their
survival needs. Needs and priorities of different consumer segments differ
drastically. In this competitive era, a large number of noodlesbrands are available
to consumers and the study examines how they prefer to buy from the quantum.

OBJECTIVES OF THE STUDY

1. To study the brand preference of nestle maggi noodles by consumers.

2. To evaluate the quality of nestle maggi noodles availed by consumers.

3. To analyse out the media influences in consumption.

4. To evaluate the effect of the pricing policy in customer satisfaction.

5. To identify the reasons for purchasing various brands by consumers.

HYPOTHESES

1. There is no significant relationship between the impact of media and purchase

decision.

2. There is no significant relationship between influencers and purchase decision.

3. There is no significant relationship between preference for more new

varieties andpurchase decision.

4. There is no significant relationship between quality of noodles and purchase

decision.
CONCLUSION

In the modern world, consumer taste and preferences are changing day-by-day
because ofirapid changing technology in the food production. A satisfied
consumer will soon change to other product but a loyal consumer will not. The
success of manufacturing depends on creation of new customers and retaining the
existing customers. Several factors are influencing thecustomers while they purchase
a particular product. Hence manufactures should identify the target group and
provide products to satisfy all types of consumers. The firm has to be constant
innovative and understand the consumers needs and desires.

Maggi though has been able to differentiate itself from other noodles; maggi
being taken as generic to noodles is hampering other extended product category.
Competitors have high grounds to capture the market differentiating then from
being maggi. It makes others possible product category vulnerable if lunched under
maggi. As Indian market is brand conscious, other competitors are coming up with
more Indianized brand of products, and as Indian being more aware of their culture
and large segment being typical and conservative about their culture, there are
more chances that manufacture would be successful if it creates a brand close to
Indian culture in wording to positioning. As India is growing, old Indian brands
are also regaining momentum worldwide; manufacture could catch the trend of
market.