FIELD STUDY REPORT

On

“A Study on Customer Satisfaction toward Maggi

Noodles”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Janhvi Rai
(Assistant Professor) Roll No. 1210671224
BBA 3rd Semester
Session 2022-2023

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION
I hereby declare that the field work entitled of “A Study on Customer Satisfaction

toward Maggi Noodles” submitted to the BABU BANARASI DAS UNIVERSITY,

Lucknow is a record of an original work done by me under the guidance of Dr.

Afeefa Fatima (Faculty Guide) (SOM BBDU, Lucknow) and this field study report

is submitted in the partial fulfillment of Bachelor in Business Administration.

Janhvi Rai

Roll No. 1210671224

BBA 3rd Semester

 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for

the people who were part of this Field Study Report in numerous ways and people

who gave unending support right from the stage the project was started, appreciated

and encouraged when being depressed.

I would like to express my deep sense of gratitude to the respectable Prof. (Dr.)

Sushil Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and

encouragement during the project.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my

career.

I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,

Lucknow for extending the support towards the completion of the Field Study

Report.

And finally I would like to thank my friends for their unending support

Janhvi Rai

Roll No. 1210671224

BBA 3rd Semester

 PREFACE

Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories

explained in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the

practical knowledge where researcher gets familiar with certain aspect of research. I

feel proud to get myself to do research at topic “A Study on Customer Satisfaction

toward Maggi Noodles.’

 TABLE OF CONTENT
Sl. No. Contents Page No.

1 Introduction 1

2 Company profile 8

3 Objectives of the study 20

4 Research Methodology 21

5 Data Analysis & Interpretations 23

6 Findings 34

7 Suggestions/Recommendations 35

8 Limitations 36

9 Conclusion 37

10 Bibliography 38

11 Appendix 39
 INTRODUCTION

Maggi

Type Food

Founded 1884

Founder Julius Maggi

Parent Nestlé

Website www.nestle.com/brands/allbrands/maggi_culinary

Maggi (pronounced or pronounced is an international brand of seasonings, instant

soups, and noodles that originated in Switzerland in the late 19th century. The Maggi

company was acquired by Nestlé in 1947.

History

The company originated in Switzerland in 1884, when Julius Maggi took over his

father's mill. He quickly became a pioneer of industrial food production, aiming to

improve the nutritional intake of worker families. Maggi was the first to bring protein-

rich legume meals to the market, and followed up with a ready-made soup based on

legume meals in 1886. After that Julius Maggi introduced bouillon concentrates, first

in capsules, then in cubes. In 1897, Julius Maggi founded the company Maggi GmbH

in Singen, Germany.

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In 1947, following several changes in ownership and corporate structure, Maggi's

holding company merged with the Nestlé company to form Nestlé-Alimentana S.A.,

currently known in its francophone home base as Nestlé S.A.

Products

Cube

Image of Maggi Bouillon gras

Maggi Bouillon gras

The bouillon cube or Maggi cube is a meat substitute product that was introduced in

1908.

In Germany, Cameroon, Côte d'Ivoire, Bénin, Gambia, Sénégal, Guinea, Nigeria,

Ghana, Burkina Faso, Togo, Sierra Leone, Liberia, Mali, Niger, and Mauritania and

parts of the Middle East, Maggi cubes are an integral part of the local cuisine. In Haiti

and throughout Latin America, Maggi products, especially bouillon cubes, are widely

sold with some repackaging to reflect local terminology. In the German, Dutch, and

Danish languages, lovage has come to be known as Maggi herb (Ger. Maggikraut,

Du. maggikruid or maggiplant, Da. maggiurt), because it tastes similar to Maggi

sauce, although lovage is not present in the sauce.

Maggi advertisement in Senegal

Seasoning sauce

In Romania, Mexico, German-speaking countries, the Netherlands, the Czech

Republic, Slovenia, Poland and France, "Maggi" is still synonymous with Maggi-

Würze (Maggi seasoning sauce), a dark, soy sauce-type hydrolysed vegetable protein-

based condiment sauce. In Spain and Mexico, it is sold under the name Jugo Maggi.

2
There are a total of nine different formulations, which differ between nations and/or

regions.

Noodles

Boiled Maggi instant noodles with tea-flavoured milk, served in India.

Maggi instant noodles are popular in Bangladesh, South Africa, Pakistan, Nepal,

Singapore, Malaysia, Australia, New Zealand, and India and are synonymous with

instant noodles in most of these countries. Nestle has 39% market share in Malaysia,

and had 90% market share in India prior to a nationwide ban by the Food Safety and

Standards Authority of India. The ban was later lifted, but market share diminished to

53%. In Malaysia and Singapore, fried noodles made from Maggi noodles are called

Maggi goreng. Maggi Instant noodles are branded as "Maggi 2 Minute Noodles" in

Australia, South Africa, New Zealand and India.

In India, Maggi Masala noodles carry a green dot, meaning they are specifically

formulated to serve vegetarians. However, Maggi chicken noodles carry a red dot,

indicating that they are not vegetarian. This special formulation is not available in

other countries, unless imported from India.

In Philippines, localized versions of Maggi instant noodles were sold until 2011 when

the product group was recalled for suspected Salmonella contamination. It did not

return to market, while Nestle continues to sell seasoning products including the

popular Maggi Magic Sarap.

3
Recipe mixes

Recipe mixes or so-called Fixes were introduced in Germany in 1974. The product

offers to the consumers an idea and a recipe to cook with two or three fresh

ingredients and a Maggi mix. A complete step-by-step recipe is given on the back of

the package. These products were originally launched in Germany, where they

became very popular, and some Western European countries. In the 1990s, recipe

mixes were introduced in Eastern Europe, particularly in Russia and Poland (under

the Winiary brand), where they became a big success. Nowadays, the portfolio of

recipe mixes offer consumers more than 100 recipe ideas across different European

countries.

4
Consumer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company to meet or to surpass its customer

expectation. Customer satisfaction is defined as the number of customers or

percentage of total customers, who‘s reported experience with a firm its products, or

its services exceeds specified satisfaction goals. The Marketing Accountability

Standards Board (MASB) endorses the definitions, purposes, and constructs of classes

of measures that appear in marketing metrics as part of its ongoing common language

in marketing project in a survey of nearly 200 senior marketing managers, 71 percent

responded that they found a customer satisfaction metric very useful in managing and

monitoring their businesses. It is seen as a key performance indicator within business

and is often a part of balanced scorecard. In a competitive marketplace where business

competes for customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy.

Measuring and Managing Customer Satisfaction

It takes continuous effort to maintain high customer satisfaction levels. As markets

shrink, companies are scrambling to boost customer satisfaction and keep their current

customers rather than devoting additional resources to chase potential new customers.

The claim that it costs five to eight times as much to get new customers than to hold

on to old ones is key to understanding the drive toward benchmarking and tracking

customer satisfaction.

Measuring customer satisfaction

may be a new concept to companies that have been focused almost exclusively on

income statements and balance sheets. Companies now recognize that the new global

economy has changed things forever. Increased competition, crowded markets with

little product differentiation, and years of sales growth followed by two decades of

5
 flattened sales curves indicate to today‘s sharp competitors that their focus must

change. Competitors that are prospering in the new global economy recognize that

measuring customer satisfaction is key. Only by doing so can they hold on to the

customers they have and understand how to better attract new customers. Successful

competitors recognize that customer satisfaction is a critical strategic weapon that can

bring increased market share and increased profits. The problem companies face,

however, is exactly how to measure customer satisfaction and do it well. They need to

understand how to quantify, measure, and track customer satisfaction. Without a clear

and accurate sense of what needs to be measured and how to collect, analyze, and use

the data as a strategic weapon to drive the business, no firm can be effective in this

new business climate. Plans constructed using customer satisfaction research results

can be designed to target customers and processes that are most able to extend profits.

Too many companies rely on outdated and unreliable measures of customer

satisfaction. They watch sales volume. They listen to sales reps describing their

customers‘ states of mind. They track and count the frequency of complaints. And

they watch aging accounts receivable reports, recognizing that unhappy customers

pay as late as possible — if at all. While these approaches are not completely without

value, they are no substitute for a valid, well-designed customer satisfaction survey

program. It‘s no surprise to find that market leaders differ from the rest of their

industry in that they have programs in place to hear the voice of the customer and

achieve customer satisfaction. In these companies:

 Marketing and sales employees are primarily responsible for designing (with

customer input) customer satisfaction surveying programs, questionnaires, and focus

groups.

 Top management and marketing divisions champion the programs.

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 Corporate evaluations include not only their own customer satisfaction ratings but

also those of their competitors.

 Satisfaction results are made available to all employees.

 Customers are informed about changes brought about as the direct result of listening

to their needs.

 Internal and external quality measures are often tied together.

 Customer satisfaction is incorporated into the strategic focus of the company via the

mission statement.

 Stakeholder compensation is tied directly to the customer satisfaction surveying

program.

 A concentrated effort is made to relate the customer satisfaction measurement results

to internal process metrics.

To be successful, companies need a customer satisfaction surveying system that meets

the following criteria:

 The system must be easy to understand.

 It must be credible so that employee performance and compensation can be attached

to the final results.

 It must generate actionable reports for management.

7
 COMPANY PROFILE

Nestle India

Nestle‘ India is a subsidiary of Nestle‘ S.A. of Switzerland. The company insists on

honesty, integrity and fairness in all aspects of its business and expects the same in its

relationships.

Nestle India- Presence Across India

Beginning with its first investment in Moga in 1961, Nestlé‘s regular and substantial

investments established that it was here to stay. In 1967, Nestlé set up its next factory

at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into

soluble tea. The Nanjangud factory (Karnataka), became operational in 1989, the

Samalkha factory (Haryana), in 1993 and in 1995 and 1997, Nestlé commissioned two

factories in Goa at Ponda and Bicholim respectively. Nestlé India is now putting up

the 7th factory at Pant Nagar in Uttaranchal.

8
Good Food, Good Life Since The Turn of The Century

NESTLÉ's relationship with India dates back to 1912, when it began trading as The

NESTLÉ Anglo-Swiss Condensed Milk Company (Export) Limited, importing and

selling finished products in the Indian market. After India's independence in 1947, the

economic policies of the Indian Government emphasised the need for local

production. NESTLÉ responded to India's aspirations by forming a company in India

and set up its first factory in 1961 at Moga, Punjab, where the Government wanted

NESTLÉ to develop the milk economy. Progress in Moga required the introduction of

NESTLÉ's Agricultural Services to educate, advise and help the farmer in a variety of

aspects. From increasing the milk yield of their cows through improved dairy farming

methods, to irrigation, scientific crop management practices and helping with the

procurement of bank loans. NESTLÉ set up milk collection centres that would not

only ensure prompt collection and pay fair prices, but also instil amongst the

community, a confidence in the dairy business. Progress involved the creation of

9
prosperity on an on-going and sustainable basis that has resulted in not just the

transformation of Moga into a prosperous and vibrant milk district today, but a

thriving hub of industrial activity, as well. NESTLÉ has been a partner in India's

growth for over a century now and has built a very special relationship of trust and

commitment with the people of India. The Company's activities in India have

facilitated direct and indirect employment and provides livelihood to about one

million people including farmers, suppliers of packaging materials, services and other

goods The Company continuously focuses its efforts to better understand the

changing lifestyles of India and anticipate consumer needs in order to provide Taste,

Nutrition, Health and Wellness through its product offerings. The culture of

innovation and renovation within the Company and access to the NESTLÉ Group's

proprietary technology/Brands expertise and the extensive centralized Research and

Development facilities gives it a distinct advantage in these efforts. It helps the

Company to create value that can be sustained over the long term by offering

consumers a wide variety of high quality, safe food products at affordable prices.

NESTLÉ India manufactures products of truly international quality under

internationally famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, KIT

KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has

also introduced products of daily consumption and use such as NESTLÉ Milk,

NESTLÉ SLIM Milk, NESTLÉ Dahi and NESTLÉ Jeera Raita.

NESTLÉ India is a responsible organisation and facilitates initiatives that help to

improve the quality of life in the communities where it operates.

10
Marketing mix of Maggi

Maggi is one of the most loved and eaten food products in India. Recently, with the

introduction of Aata Maggi and Oats Maggi, it is one of the healthier fast-food

preferences of the consumers. This brand is a subsidiary company of

the international brand ―Nestle‖. Founded in 1872, by Julius Maggi, the company has

its headquarters in Cham, Switzerland. Julius Maggi launched this product for

working women who did not have the time for cooking. It was originally a powdered

soup of bean and pea and besides nutritious was very easy to prepare. It was

appreciated to such an extent that even after one hundred and thirty years it is able to

hold its own in such a competitive market. Some of its competitors are

 Knorr

 Top Ramen

 Yippee Noodles

However, none of the competitors have been able to reach the success levels which

Maggi has reached.

Product in the Marketing mix of Maggi

Maggi has introduced numerous products in the market according to the needs and

tastes of its consumers.The brand has been known for its noodles, wuze, bouillon

cubes, instant soups, stocks, sauces, ketchups and seasonings. The products that have

surpassed the expectations of the people and have become a hit in the minds of the

consumer‘s are-

 Maggi 2 Minute Noodles- The flagship product in the Maggi umbrella brand,

this product is available in five flavors that are Tricky Tomato, Chicken,

Masala, Romantic Capsica and Thrillian Curry.

11
 Maggi Vegetable Multigrainz Noodles is a product that has Fiber, Calcium,

protein and added vegetables.

 Maggi Vegetable Atta Noodles is made from wheat flour that has fiber content

and added vegetables.

 Maggi Cuppa Mania is available in an easy cup format with two variants

Chilly Chow Yo and Masala Yo

 Maggi Oats Noodles is an innovative, healthy and delicious dish that is made

from Wholegrain Oats.

 Maggi Sauces

 Maggi Pichkoo

 Maggi Pazzta

 Maggi Healthy Soups

 Maggi Magic Cubes

 Maggi Coconut Milk Powder

 Maggi Masala -ae- Magic

 Maggi Bhuna Masala

 Maggi Pasta and Pizza Sauce

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Place in the Marketing mix of Maggi

Maggi has followed the distribution channel of Nestle to Distributor to Retailer to

Consumer, as a chain system is helpful in proper distribution of the product.

 Nestle- The Company has decentralized the process of manufacturing where

every plant is responsible for its own production. It follows a twofold path for

distribution. In the first, the product is available to every local store and the

second where the stock is available for every malls and shopping centers.

 Distributors- TheCompany offers its distributors a clear-cut margin of 6%. In

this scheme, the distributor makes advance payment to the company

but supplies the product on credit to the retailers.

 Retailer- The retailer in turn gets a 15% margin on promotional products and

10% margin on normal products.

The key ingredient in the Marketing mix of Maggi has been its distribution. It is one

thing to have a successful product in your hand, it is a completely different ball game

to ensure time and time again that this top of the line product reaches the nooks and

corners of the world. Even if you go in the Himalayas, you will find Maggi selling

there at select places. Isn‘t that something!! This single factor – distribution, has been

the backbone for the success of the product.

Price in the Marketing mix of Maggi

Maggi has a penetration pricing strategy because it knows it has to penetrate the

market the world over. There are many indirect competitors to Maggi as well. Maggi

has a very clear-cut policy regarding its prices. From its initial years it has kept

low pricing policy because, its consumers mostly belong to the average middle class

group. To make the product affordable they had to tone down their prices but the

volumes the product generates has helped the company in maintaining a healthy

13
profit. Therefore, the prices have always been kept normal without any dramatic

changes. In order to keep with the changing economic times Maggi has reduced the

quantity, instead of the prices. Along with this, to cater to the middle and low income

class customers, Maggi offers different sizes of packets at various prices so that the

customer can buy as per budget.

Promotions in the Marketing mix of Maggi

When the parent company Nestle decided to launch Maggi in India, its promotional

activities included creating awareness amongst the females and kids. Toys and

utensils were offered as gifts along with packets of Noodles. This turned out to be a

huge booster for the brand and made it an instant household name. Maggi advertised

on kid‘s channels and between main programs in the television. Its tagline ―2 minute

noodles‖ is known to be the smartest tagline in the advertising industry and is still

very famous amongst the consumers. Till date, no one has been able to cook a Maggi

in 2 minutes J but still, people love the product for the quick way they can get an

excellent snack. Maggi has also announced many offers and schemes over the years to

attract its consumers like Fun books, free Maggi products, scratch and win coupons,

discounts and money back offer.

In an exciting commercial for Maggi Oats Noodles, a consumer can see the

famous Bollywood actors commending the product to the viewers. The convincing

advertisement has proved to be a hit with the audiences taking the company to new

heights. In all its campaigns, since the year 1982, the product has been advertised as

―2 minute noodles‖. The famous actor Amitabh Bachchan is also seen in the

promotional activities of Maggi.

You can see Maggi advertising heavily when it brings a new product in the market.

But time to time, it also advertises for product recall. For example, the Maggi masala

14
for ready made food is advertised time to time to keep the product in the minds of the

consumer. On the other hand, the 2 minute noodles are advertised heavily when there

is a new variant such as Oats noodles or Aata noodles.

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 SWOT of Maggi

From the house of Nestle, Maggi is one of the most known brands and the clear leader

in the packaged food segment. The tagline ―2 minutes noodles‖ is true to date. This is

because people love the taste of Maggi. And at the same point, the distribution of

the product is so far and wide that there have been stories written on ―Meri Maggi‖.

Moreover, the growing popularity of Maggi has spawned many related products as

well, leading to the rise of a complete umbrella brand in the name of Maggi. Such a

company is bound to have more strengths then weaknesses. So without further ado, let

us delve in the SWOT analysis of Maggi.

Strengths in the SWOT analysis of Maggi

1. With the presence in different product categories under the umbrella brand of Maggi

with large SKU‘s (Stock keeping unit).Maggi have edge over its competitors.

2. 1st Mover Advantage: Maggi has established itself a pioneer in changing the eating

habits & acceptance of Noodles as easy meal. Although now the market is full of local

& national players in different product categories but still Maggi Holds market

leader place .

3. High Customer Pull: With its distinguished promotion strategies & branding hence

creating strong customer connects had helped Maggi to have High TOMA score.

4. Distribution Channel: Robust & well established distribution channel of the parent

company (NESTLE) is helping in making the product available in the Market.

5. Popularization of Maggi in Restaurants & Road side stall, Canteens is contributing to

its success.

6. With rich history and financially stable parent company is on the growing path.

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 Weaknesses in the SWOT analysis of Maggi

1. Risk of Over Dependence: Company is playing hard on the risk of over dependability

on Maggi Noodles, as 57% (2014) of the revenue of the brand Maggi comes from

Noodles knowing the fact that their market share has been decreased significantly (in

2012 ―84%‖ to 63% in 2014).Although with more & more competitors the market

size is still on the expansion mode.

2. Ill effects of Maggi: Awareness about ill effects of Maggi is gaining momentum with

more & more educated class becoming more health conscious.

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Opportunities in the SWOT analysis of Maggi

1. Brand Extension: Maggi can expand its product categories by venturing out in

corn flakes ,Chips & Pickles( Although it failed in 2003 but now with

presence of local & national players in this product category ,company can

reap the benefits).

2. Although it‘s been used majorly by the educated class in order to save their

time what if the long potential rural markets can also be penetrated with the

innovative strategies pertaining to consumers engagement with the brand.

3. Also Company can target the Restaurants chains by offering some customized

or special offerings to make it more short of part of the daily life of the

consumers.

Threats in the SWOT analysis of Maggi

1. Competition: Tough competition from the local & national player is the area

of concern for the co. .

2. Negative word of mouth: Propagation of ill effects of Maggi noodles through

online & Social Media possess threats to the existence of Maggi. As

deterioration in perceived value of the Maggi brand due to its Noodles

product category can affect the brand as a whole.

3. Commoditized name: For majority of population the name Maggi is

being commoditized for Noodles just like Coalgate, Surf etc.

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Overall, here is the SWOT analysis presented in a graphical format

19
 OBJECTIVES OF THE STUDY

 To understand the stimulus of Maggi Noodles as a brand on consumer mind set.

 To understand the customer satisfaction of Maggi Noodles.

 To understand the effectiveness of advertisement of Maggi Noodles.

 To understand the perception of the people about Maggi.

 Also to identifying the outliers causing decline in the customer satisfaction.

20
 RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. The

Research Methodology includes the various methods and techniques for conducting a

Research. ―Marketing Research is the systematic design, collection, analysis and

reporting of data and finding relevant solution to a specific marketing situation or

problem‖. D. Slesinger and M. Stephenson in the encyclopedia of Social Sciences

define Research as ―the manipulation of things, concepts or symbols for the purpose

of generalizing to extend, correct or verify knowledge, whether that knowledge aids in

construction of theory or in the practice of an art‖. Research is, thus, an original

contribution to the existing stock of knowledge making for its advancement. The

purpose of Research is to discover answers to the Questions through the application of

scientific procedures. Our project has a specified framework for collecting data in an

effective manner. Such framework is called ―Research Design‖. The research process

followed by us consists of following steps:

Descriptive Research: - The research was a descriptive research as it was

concerned with specific predictions, with narration of facts and characteristics

concerning individuals specially entrepreneurs. In other words descriptive research is

a research where in researcher has no control over variable. He just presents the

picture which has already studied.

Methods of Data Collection: - Research work is descriptive in nature.

Information has been collected from both Primary and Secondary data.

Primary sources: - Primary data are those, which are collected afresh and for the

first time, and thus happen to be original in character. Primary data has been collected

by conducting surveys through questionnaire, which include both open- ended and

close-ended questions.

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Universe of the Study: - The universe of the study included respondents in

Lucknow.

Sample Size: - Sample size is the number of elements to be included in a study.

Keeping in mind all the constraints 50 respondents was selected

Sampling Techniques: - The sampling techniques used are convenience sampling

technique and simple random sampling technique.

Secondary Sources: - Secondary data are those which have already been collected

by someone else which already had been passed through the statistical process. In this

research project secondary source used were books, online journals and websites.

Tools of Presentation and Analysis: -

To analyze the data obtained with the help of questionnaire, following tools were

used.

Tools of Presentation: It means what tools were used to present the data in a

meaningful way so that it becomes easily understandable. In this research tools used

were tables and graphs.

Tools of Analysis: In this research the tools of analysis used were Percentage

method.

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 DATA ANALYSIS & INTERPRETATION

Ques1). Do you Buy Maggi Noodles

Variable Frequency Percentage

Yes 28 56
No 22 44
Total 50 100

Frequency
Yes No

44%

56%

Response: Out of 50 Response we find that acceptability of Maggi Noodles in

Lucknow is 55%

23
Ques2). Have you tried different variant of Maggi?

Have you tried Different Variants of Maggi Response Percentage

Yes 34 68
No 16 32
Total 50 100

Response
Yes No

32%

58%

Response: Out of 50 respondents only 58 respondents tried other variants of Maggi

Noodles

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Ques3). Consumer of Maggi age group wise

Age Group Respondents Percentage

18-25 Years 20 40
26-30 years 14 28
31-40 Years 13 26
41-50 years 3 6
Total 50 100

Respondents
18-25 Years 26-30 years 31-40 Years 41-50 years

6%

26% 40%

28%

Response: in this research we found that consumption of Maggi noodles is highest in

18-25 years age group, than 26-30 years age group

25
Ques4). Consumption of Maggi occupation wise.

Occupation Response Percentage

Students 28 56
Parents 7 15
Working Men/Women 15 29
Total 50 100

Response
Students Parents Working Men/Women

30%

56%

14%

Response: Out of 50 respondents we found that consumption of Maggi noodle is very

high in ―Students‖ that is 56% respondents

26
Ques5). Which Factor motivates you to buy this product?

Motivational factors Yes No Customer Satisfaction %

Taste 100 0 100%
Price 100 0 100%
Ease to make 100 0 100%
Reliability 92 8 92%
Quality Assurance 86 14 86%
Loyalty 70 30 70%
Good For Health 28 72 28%
Total 576 124 82%

Yes No

100 100 100

92
86
70 72

30 28
14
8
0 0 0

Taste Price Ease to Reliability Quality Loyalty Good For

make Assurance Health

Response: In this analysis we found that consumer is 100% satisfied with ―Taste‖,
―Price‖, Ease to Make‖ and Out of 50 respondents 36 respondents are saying Maggi
noodles are not god for health (C-sat: 28%).

27
Ques6). Which of the following brand would you like buy if price is not taken into
consideration?

Brand you would like to buy ( when price in not a concern) Result Percentage
Maggi 40 80
Yippi 5 10
Top Raman 2 4
Wai-Wai 2 4
Knor 1 2
Total 50 100

Result
Maggi Yippi Top Raman Wai-Wai Knor

3% 2%
5%

10%

80%

Response: In this analysis we found that if price is not taken into consideration 80%
respondent will buy Maggi noodles and nearby competitor is Yippi noodles that is
10% Out of 50 Respondents

28
Ques7). On the basis of past experience would you like to buy the product again and
also suggest to you family and dear ones?

Satisfaction level Respondents %

Yes 25 25
No 25 25
Total 50 100

Respondents
Yes No

50% 50%

Response: Out of 50 respondents 25 respondents would like to buy and refer this
product to their family and dear ones, let alone customer satisfaction level of this
product is 50%

29
Ques8). What comes first in your mind when you hear the word Maggi?

Maggi is a (Perception) Respondents Percentage

Noodles 15 30
Fast food 11 22
Snacks 9 18
None of these 15 30
Total 50 100

Respondents
Noodles Fast food Snacks None of these

30% 31%

18%
21%

Response: Here we tried to check the perception of consumer towards the product and
we found that Out of 50 respondents for 15 respondents Maggi is just ―Noodles‖ and
for rest of the 9 respondents Maggi is a ―Snacks‖.

30
Ques 9). Which of the following Maggi variants do you relish?

Maggi variants do you relish? Respondents Percentage

2 minutes-Masala Maggi 24 48
Atta noodles 11 22
Vegetable multi grain noodles 5 10
Cuppa mania 10 20
Total 50 100

Respondents
2 minutes-Masala Maggi Atta noodles Vegetable multi grain noodles Cuppa mania

20%

48%
11%

21%

Response: Out of 50 Respondents we found 24 respondents relish on Maggi 2 minutes

noodles

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  On the basis of Motivation and Perception

Motivation and Perception Wise Response %

Outstanding 11 22
Good 20 40
Average 9 18
Alarming 10 20
Total 50 100

Response
Outstanding Good Average Alarming

20% 22%

18%

40%

Out of 50 respondents, motivation and perception level of 22% respondents are

―Outstanding‖, for 40% it is ―Good‖, and for 20% it is ―Average‖.

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  On the basis of Attitude

Attitude Wise Respondents %

Good 19 38
Average 21 42
Bad 10 20
Total 50 100

Respondents
Good Average Bad

20%

38%

42%

Here we found Out of 50 respondents, 38% respondents have ―Good‖, 42%

respondent have ―Average‖ attitude towards the product

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 FINDINGS

 100% people buy Maggi noodles.

 There is high brand awareness about Maggi noodles, People have been able to

differentiate Maggi noodles from other products available in the market and have

positive perception.

 Maggi noodles have a tough competition from Yippi noodles and Top Raman.

 Maggi noodles have a strong distribution channel. It is easily available in the shops.

 Advertisement of Maggi noodles is very attractive to buy the product.

 Packaging of Maggi noodles influence the consumers to make a buy decision.

 People are very satisfied with the price of the Maggi noodles.

 People buy Maggi noodles because they see some nutritional value in the product.

 Maggi noodles contain calcium & iron which is god for health. This product has not

appealed to health conscious people because there are other substitutes (health

supplements) available in the market .

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 RECOMMENDATION

 Maggi should focus on creating a product that do not need any cooking.

 It should strengthen the distribution channel of the rural areas within 100km of all the

metros.

 It should launch new advertisement campaign (TV, radio, print media commercials)

with a brand ambassador or mascot.

 The company should advertise its products by depicting attributes related to Health

like Nutrition values, % of Vitamins, Proteins etc. This would help in customers

perceiving the product as Healthy.

 Effectiveness of promotional activities should be increased.

 Nutritional value should be improved like fat content should be reduced and other

minerals should be added in the product.

 Establish Nestle‘s own flagship outlet.

 Educate Consumer through campaign.

 Use the package to describe the nutritious benefits.

 Do more market research to improve the product.

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 LIMITATIONS OF THE STUDY

The limitations of the study are:

 Time factor: The research was carried out in a short period. Therefore the sample

size and the parameters were selected accordingly so as to finish the work within the

given time frame.

 Inadequate data: The data provided was not sufficient due to which the

generalizations cannot be made.

 Bias: The information given by the respondents might be biased some of them

might not be interested to give correct information.

 Lack of knowledge: Some of the respondents could not answer the questions due

to lack of knowledge.

 Lack of scientific method: The lack of scientific training in research

methodology was great impediment in the research program.

36
 CONCLUSION

 The food processing business in India is at a nascent stage. Currently, only about

10% of the output is processed and consumed in packaged form thus highlighting

huge potential for expansion and growth.

 Traditionally, Indians believe in consuming fresh stuff rather then packaged or

frozen, but the trend is changing and the new fast food generation is slowly

changing. Riding on the success of noodles, Nestle India, tried to make extensions

of the Maggi brand to a number of products like, sauces, ketchups, pickles, soups,

tastemakers and macaroni in the mid-1990s.

 Unfortunately, the macaroni and pickles didn‘t pick up as expected. The soups and

sauces did somewhat fine, gathering considerable sales volumes and have a

satisfactory presence even today. ‗Maggi Noodles‘ itself faced a bit of difficulty

with respect to ‗taste‘, and nearly lost its position in the minds of Indian consumers

in the late 1990s.

 When Nestle changed the formulation of its tastemaker, the ominous packet that

came along with Maggi Noodles, a major chunk of consumers were put-off and

sales started dropping. Also, Maggi‘s competitor ‗TopRamen‘ took advantage of the

situation and started a parallel aggressive campaign to eat into Maggi‘s market

share.

 But the company quickly realised this and went back into making the original

formula coupled with a free sampling campaign.

 This helped Maggi to win back its lost consumers and pushed up its sales volumes

again!Maggi Today The year 2008 saw India leading in worldwide Maggi sales.

37
 BIBLIOGRAPHY

 Blackwell, R., Miniard, P. and Engel, J. (2006) ―Consumer behavior‖, Mason:

Thompson

 Egan, J. (2007) ―Marketing Communications‖, London: Cengage Learning

 Enis, B.M. (1974) ―Marketing Principles: The Management Process‖

 Gabbott, M. and Hogg, G. (1998). ―Consumers and services‖, Chichester: John

Wiley & Sons.

 Kotler, P. and Keller, K. (2011) ―Marketing Management‖(14th edition), London:

Pearson Education

 Kumar, P. (2010) ―Marketing of Hospitality & Tourism Services‖ Tata McGraw-Hill

Education

 Schiffman, L., Hansen H. and Kanuk L. (2007) ―Consumer Behaviour: A European

Outlook‖, London: Pearson Education

 Solomon, M. (1995) ―Consumer Behaviour‖ (3rd edition), New Jersey: Prentice Hall

 Stallworth, P. (2008) ―Consumer behavior and marketing strategic‖, online, pp.9.

38
 QUESTIONNAIRE
Part A

1. Name of the Customer/ Wholesaler/Retailer :

___________________________________

2. Contact Detail :

____________________________________________________________

3. Age Group

 18-25 years

 26-30 years

 31-40 years

 41 to 50 years

4. To which category do you belong to?

 Student

 Parent

 Working men/ women

Part B

5. Do you Buy Maggi Noodles

 Yes

 No

6. Have you tried various different variants of the product

 Yes

 No

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7. Are you satisfied with the below mentioned features

Variable Yes No

Taste (Good or not)

Price (pocket friendly)

Ease to make

Reliability

Quality Assurance

Loyalty

Good For Health

8. Which of the following Maggi variants do you relish?

 2 minutes-Masala Maggi

 Atta noodles

 Vegetable multi grain noodles

 Cuppa mania

9. Which of the following brand would you like buy if price is not taken into

consideration

 Maggi

 Yippi

 Top Raman

 Wai-Wai

 Knor

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10. On the basis of past experience would you like to buy the product again and

also suggest to you family and dear ones

 Yes

 No

11. What comes first in your mind when you hear the word Maggi

 Noodles

 Fast food

 Snacks

 None of these

41