1. Submitted in Partial Fulfillment of
Master of Business Administration Programme
INTERNATIONAL INSTITUTE OF BUSINESS
STUDIES
Under supervision Submitted by:-
SHOBHA DEVI PRIYANKA SINGH
(MGT.LECTURER) BHU-S-11
SEC-C

2. Certificate
This is to certify that Miss.PRIYANKA SINGH student of
MBA-2nd Semester has completed her Research Project
Report titled “’A study on the customer satisfaction towards
(MAGGI NOODLES) in Bangalore city’’.assigned by Me and
under my Supervision.
It is further certified that he has personally prepared this
report that is the result of his personal survey/observation. It
is of the standard expected of MBA student and hence
recommended for evaluation.
Supervisor
(Mrs. Shobha devi )
Above statement is endorsed.

3. Acknowledgement
Behind every study there stands a myriad of people whose help and
contribution make it successful. Since such a list will be a prohibitively
long. I may be excused for important omissions.
I hereby regard our sincere thanks to Prof. Shobha devi of IIBS
Bangalore,under whose guidance this project was undertaken.I
would like to thank our friends for their generous support and the
respondents who gave her valuable piece of time for participating in
the survey to complete the study.
. This research was a good exposure that will definitely help me in my
professional career.

4. Table of content
Acknowledgement
Introduction
Product profile
Product mix
Organisation structure
Definition of market
Meaning of market
Consumer decision making model
Market share
Research methodology
Analysis and interpretation
Swot analysis
Questionnaire
Conclusion and suggestion
Bibliography

5. INTRODUCTION
ABOUT COMPANY
NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2
Minute Noodles, an instant food product, in 1982 (Refer to Exhibit III for the history
of the Maggi brand). At that time, Indian consumers were rather conservative in their
food habits, preferring to eat traditional Indian dishes rather than canned or packaged
food. In fact, NIL was trying to create an 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 from working women and targeted children and their mothers
through its marketing. NIL's promotions positioned 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.
Through its ads, NIL positioned Maggi as a 'fun' food for kids which mothers could
prepare easily. Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-
Minute,' (Only 2 minutes) and 'Fast to Cook Good to Eat' effectively communicated
the product's benefits to target consumers.
These ads had become so popular that the tagline 'Bas 2-Minute' immediately
reminded Indian consumers of Maggi noodles even several years after the ads were
taken off the TV. Maggi's first product extension was Maggi instant soups launched in
1988. With the launch of Maggi soups, NIL had become a pioneer in the organized
packaged soup market in India.

6. Product profile
Type -- Aktiengesellschaft; subsidiary of NESTLE
Industry--- Food
Founded ----1890
Founder(s) --Julius Maggi
Headquarters --Cham, Switzerland
Key people -- Alain Pedersen
Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand
is popular in Australia, India, South Africa, Brazil, New
Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh,Pakistan, Fiji and
the Philippines. In several countries, it is also known as "maggi mee" (mee is
Indonesian/Malay/Hokkien for noodles). Maggi noodles are part of
the Maggi family, a Nestlé brand of instant soups, stocks, and noodles.
In Malaysia, there are fried noodles made from maggi noodles known as Maggi
goreng. Maggi noodles recently introduced a new variety of its noodles, to cater
for the health conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. A
wholewheat flour based noodle variation marketed by the name "Vegetable Atta
Noodles" has been introduced in India (Atta flouris used in preparing most forms
of wheat based breads in India) and caters to health conscious buyers wary of the
refined flour used in the regular Maggi noodles. This move helps the brand in
India as suburban mothers, who feed the noodles to children as an afterschool

7. snack, are the primary customers of the brand. Recently, a line of rice
noodles and whole wheat with pulses, carrots, beans, and onions has also been
introduced in India. In fact, "Maggi" has become a well-known brand for instant
noodles in India and Malaysia.
Product mix of maggi

8. Organizational structure
Key people----Peter Brabeck-Letmathe(Chairman),
Paul Bulcke (CEO)

9. Definition of Marketing
The following definitions were approved by the American Marketing
Association Board of Directors:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. (Approved October
2007)
Marketing Research:
Marketing research is the function that links the consumer, customer,
and public to the marketer through information--information used to
identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues,
designs the method for collecting information, manages and implements
the data collection process, analyzes the results, and communicates the
findings and their implications. (Approved October 2004)
MEANING OF MARKETING
Marketing is defined by the AMA as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large."
--Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. -
It is a process by which
-one identifies the needs and wants of the people.
- One determines and creates a product/service to meet the needs
and wants. [PRODUCT]
- one determines a way of taking the product/service to the market
place. [PLACE]
-one determines the way of communicating the product to the
market place. [PROMOTIONS]
-one determines the value for the product.[PRICE].

10. -one determines the people, who have needs/ wants. [PEOPLE]
and then creating a transaction for exchanging the product for
a value.
and thus creating a satisfaction to the buyer's needs/wants.
Consumer Decision making Process Internal and External Influences of
Maggi Noddles
Consumer Decision Making Process, this basic psychological process
plays an important role in understanding how consumers actually make
their buying decision. Marketers must understand every facet of
consumer behaviour in terms of “who, what, when, where, how and
why”. Smart companies like MAGGI try to fully understand the
consumer‟s buying decision process – all their experiences in learning,
choosing and using of the product.
Maggi has always considered the following steps:
1 Problem Recognition
This is the first stage of the Buying Decision where the buyer recognizes
a problem or need. The need can be triggered by internal or external
stimuli which a marketer must identify by gathering information from
number of consumers. They can then develop marketing strategies that
trigger consumer interest.
Nestle after carefully analyzing the market, identified the need for a
quick snack in India. They adopted the first mover strategy and
launched Maggi in India in the year 1982 as an instant fast food.
Thereafter, Nestle recognized the consumer’s need for Maggi in
different sizes and introduced the 50gms, Double Pack and Super
Saver Pack (s).
Later on in the years 2005 and then 2006, consumer’s need for a
healthy instant food was catered by launching Maggi Atta Noodles
and Maggi Dal Noodles. These again emerged as successful products and
were widely accepted by masses.
Further to suffice the need for different taste, Maggi Rice Mania was
brought in the market in Shahi Pulao, Chilli Chao and Lemon Masala
flavors.
2 Information Search

11. An aroused customer will be inclined to search for more information. At
this level, a person simply becomes more receptive to information about
a product. There are four major information sources which are of key
interest to the marketer. These are the personal sources (family, friends,
and acquaintances), commercial sources (advertising, websites,
packaging and displays), public sources (mass media, consumer rating
organizations) and experiential sources (handling, examining and using
the product).
MAGGI has over the years well established itself in the market and has
now become a household name. This has helped the brand gain
popularity through word of mouth.
Maggi‟s Mass Advertising Campaigns targeted consumers of all ages.
Their advertisements have highlighted that Maggi is a good alternative
available with the consumers when it comes to having a quick snack.
3 Evaluation of Alternative
Once all the consumers gather all the information he then evaluates the
various option available to him. When evaluating the potential
alternatives, consumer uses two types of information the first is the “list”
of brands from which they plan to make their selection and the second is
the criteria from which they plan to make their decision.
Beliefs and Attitude: Evaluations often reflects beliefs and attitudes.
And these are acquired by experiences and learnings.
MAGGI has always provided its consumers with something new from
time to time which has developed a good belief in the brand and thus has
helped them to choose them from their other alternatives. Their
competitors like top ramen always find it difficult on the evaluation front
with magi because of strong association of consumers with it.
Awareness set is Maggi
 Tom Ramen
 Wai Wai
 Cup of Noodles
 Chings

12. So out of the above awareness set the consumers decides to choose
Maggi because after analyzing the different parameters of the brand
Maggi was chosen as the best alternative among the rest leading to its
maximum market share.
4 Purchase Decision
In the evaluation stage the consumer forms preferences among the
brands in the choice set, the consumer may also form an intention to buy
the most preferred brand .In executing a preferred intention the
consumer takes up five sub decisions
 Brand
 Dealer
 Quantity
 Timing
 Payment Method
In some cases consumer may decide not to formerly evaluate each and
every brand; in other cases intervening factors may affect the final
decision.
Because of the strong consumer awareness about the brand MAGGI,
consumer generally prefer Maggi out of all the available brands , due to
the mass distribution strategy adopted by Maggi, any consumer can
easily purchase it from their local grocery store without wasting much of
his/her time in searching for the product , Maggi comes in various sizes
like single , double and the supersaver packs so depending upon each
individuals need Maggi is catering each and every segment of the society
not to mention that as the size increase the saving on each pack
increases.
5 Post Purchase
After the purchase the consumer might experience dissonance that stems
from noticing certain disquieting features or hearing favorable things
about other brands and will be alert to information that supports his/her
decision. Marketer must monitor

13.  Post Purchase Satisfaction
 Post Purchase Action
 Post Purchase Product Uses
6 Post Purchase Satisfaction
Satisfaction is a function of the closeness between expectations and the
product‟s perceived performance, if performance falls short of
expectations the consumer is disappointed and if it meets the
expectation the consumer is satisfied and if it exceeds the expectations
then the consumer is delighted.
7 Post Purchase Actions
Satisfaction or dissatisfaction with the product will influence subsequent
behavior if the consumer is satisfied he will exhibit a higher probability
of purchasing the product again. The satisfied 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 of the
product. A key driver of sales frequency is product consumption rate –
the more quickly buyers consume a product the sooner they may be back
in the market to repurchase it.
Call a small fraction of it the next day.
RESEARCH METHODOLOGY
OBJECTIVES of study
 To understand the influence of Maggi as a brand on consumers
mind set.
 Sources of Brand equity of Maggi like Brand awaren
e s s , B r a n d i m a g e , B r a n d association, Brand recall

14.  To understand the Brand performance of Maggi products.
 To understand Brand Imagery, Brand Quality percei
ved by customers, brand credibility, consideration,
superiority and feelings.
 Brand Extension of Maggi in terms of product diversity.
 Analyse the repositioning of Maggi brand as a “Healthy
product” and the consumer perseverance towards the same.
.
Market share
Maggi noodles:
MAGGI NODLES
maggi others
20%
80%
RESEARCH PLAN
Research Design:
A research design is the arrangement of condition s for collection and analysis
of data in manner that aims to combined relevance to the research to the
research purpose with economy in procedure.

15. A research design is the specification of methods and procedures for acquiring
the needed information. It is overall operational pattern or framework of the
project that stipulates what information is to be collected from which source
by what procedure.
There are three types of objectives in a marketing research project:-
Exploratory Research.
Descriptive Research.
Casual Research.
1. Exploratory Research:-
The objective of exploratory research is to gather preliminary information
that will help define problems and suggest hypothesis.
2. Descriptive Research:-
The objective of descriptive research is to describe things, such as the
market potential for a product or the demographics and attitudes of
consumers who buy the product.
3. Casual Research:-
The objective of casual research is to test hypothesis about casual and
effect relationships.
Based on the above definitions it can be established that this study is a
Descriptive Research as the attitudes of the customers who buy the products
have been stated. Through this study we are trying to analyze the various
factors that may be responsible for the preference of Coca-Cola products.

16. SOURCES OF DATA
The data has been collected from both primary as well as secondary sources.
SECONDARY DATA:-
It is defined as the data collected earlier for a purpose other than one currently
being pursued.
As a researcher I have scanned lot of sources to get an access to secondary
data which have formed a reference base to compare the research findings.
Secondary data in this study has provided an insight and forms an outline for
the core objectives established.
The various sources of secondary data used for this study are:-
 News papers.
 Magazines.
 Text books.
 Marketing reports of the company.
 Internet.
PRIMARY DATA:-
The primary data has been collected simultaneously along with secondary
data for meeting the established objectives to provide the solution for the
problem identified in this study.
The methods that have been used to collect the primary data are:-
 Questionnaire.
 Personal Interview.
RESEARCH MEASURING TOOLS & TECHNIQUES

17. The primary tool for the data collection used in this study is the respondent’s
response to the questionnaire given to them. The various research measuring
tools used are:-
 Questionnaire.
 Personal interview.
 Tables.
 Percentages.
 Pie-charts.
 Bar-chart
Sample Design:
The target population for our study is households. The sample will
be selected by a simple random sampling method
Sample Size:
The sampling unit is 150 which are divided as follows:
Number of respondent 150
Age group 10-40
Monthly household income 25000-75000 k
Survey location BANGALORE ,KARNATAKA.

18. Salary group No 25k 40k 60k
income
40k 60k 75k
Number of 30 50 70
respondents
Age group 10-25 25-35 35-45
Number of respondents 50 50 50
DATA COLLECTION PLAN
Data Gathering:
This study involves data collection (primary research) from
different households in Bangalore.
Literature Review
The research conducted as a part of our study would include Primary as
well as Secondary research. Primary research would include a
survey that would be conducted in selected localities of Delhi and
nearby areas where the responses of consumers would be recorded
through a designed questionnaire . Secondary research would include
various aspects of Brand management through Internet , Journals,
company reports , expert views etc.

19. METHOLODOGY
The research will be carried out in the form of a survey. This will include
primary research
inaddition to secondary research as stated below. The survey
research method will bedescriptive research design. Each
respondent will be interviewed through a Questionnaire.The
sample will be selected by a simple random sampling method.The survey
will address the following information area:
Information Areas:
The objective as spelt out can be elaborated into specific information
areas to be studied.
 How do customers perceive Maggi as a stable brand, their
perception of noodles andhow do they associate themselves with
Maggi?
 Are the consumers aware of Maggi Brand or they associate
noodles with some other brand?
 Do they consider noodle as a healthy product or they are
aware of the company‟sstrategy of repositioning it to a
healthy product by the launch of some of the
newproducts?
 Which product from the entire basket of Maggi products do the
consumers consider asthe best selling product for Maggi and to
which the consumers frequently buy?
 Are the consumers willing to accept Maggi brand extensions to some
other productslike chocolate, juices, chips etc?
Analysis and interpretation

20. Brand Associations:
Sources of Brand equity like brand association of Maggi as a Brand was
found highest with the age group of 10-25 and the product category
associated with it was the noodles category( see exhibit 1).
Consumers in the age segment of 10 -25 could easily relate
Maggi to noodles. In the income wise category the brand association
was highest with the income group of 25k-40k. The implications from
the findings discussed above seem that Maggi has good brand
association in terms of noodles. Consumers presume Maggi as Noodles
and the company‟s philosophy of projecting the brand as noodles brand
seem to be viable in this regard.
Brand association (age wise)
45
40
35
30
25 10yrs-25yrs
20 25yrs-35yrs
15 35yrs-45yrs
10
5
0
Noodles Fast Food Snaks None of these
Brand Recall:
From the graph given below it seems a clear trend that Maggi has a good
brand recall as compared to its competitors like Top Ramen, Surya

21. noodles, Reliance noodles etc. Consumers could easily associate Maggi
with noodles. In the Age wise category, the respondents of the age group
of 25-45 were highly cautious of Maggi brand and seemed to be
consuming Maggi more as compared to other age segments.
Brand Recall (age wise)
50
45
40
35
30
10yrs-25yrs
25
20 25yrs-35yrs
15 35yrs-45yrs
10
5
0
Maggi Top Ramen Reliance Yipee
Repositioning Maggi as a healthy product:
The company‟s strategy to reposition Maggi as a “Healthy product” was
not found conducive as per the survey results. The survey showed that
consumers did not perceived Maggi as a healthy product with 53% of
them consumed Maggi‟s traditional products as compared to the
rest who consumed other variants of Maggi‟s brand that were
positioned as “Healthy products”. From the pie chart given below
it can be clearly seen that Maggi is still perceived as a non healthy
products by the consumers and in spite of the efforts to position Maggi
as a healthy product by the company the brand is still perceived as a

22. “ready to eat” food brand that has a high market share in the noodle
category in India.
Repositioning Awareness
Maggi
vegitable atta
noodles
23%
Maggi Masala
(Regular)
53%
Maggi dal atta
noodles
14%
Maggi Mania
7% Other
3%
SWOT ANALYSIS OF MAGGI BRAND
The SWOT analysis of Maggi brand clearly indicates the strengths
of Maggi as a Brand inIndian market. The Brand was found to be a
leader in its category of Noodles, with strongcustomer loyalty.
Intensive distribution of Maggi as a Brand was seen in urban areas of
thecountry. The major threats of the brand as shown in the figure below
indicates that Maggi hasmade several attempts to revamp itself as
a „Healthy Product” but till date its perseverancetowards the tag line
is low by the consumers. The brand is in the growth stage of product
lifecycle with a strong inclination towards the maturity stage.

23. strength
market leaders in their segment strong
brand loyal oonsumer base wide range of
distribution channel product according to
the need of indian consumer innovative
product.
threats weakness
price war with
competitors strong
presence of regional
swot product are
dependent on each
other not so much
analysis
competitors.consum presence in rural
er don't perceive it
market.
as a healthy
product.
opportunity
increasing number of
working youth product has
been acceptable in youth
category.

24. Questionnaire
Q-1 what product would you associate with the tag line mentioned
below?
•Its different. …………………………………………………………………..
•Don’t be a noodle, be a snoodle……………………………………………….
•2 minute noodles/ Bas 2 minute……………………………………………….
•Jitna tasty, utna healthy………………………………………………………..
•Mummy bhook lagi ……………………………………………………………
•Try it with a twist ……………………………………………………………..
•Hearty soups warm you from inside …………………………………………..
•Fast to cook, Good to eat ………………………………………………………
Q-2 What comes first in your mind when you hear the word Maggi ?
•Noodles
•Fast food
•Snacks
•None of these
Q-3 what is the brand that comes to your mind when we say the word
noodles?
•Maggi
•Top Ramen
•Surya Noodles
•Anil Noodles
Q-4 Rank the following Maggi products w.r.t. frequency of purchase with
1 being the highestrank RANK
•N o o d l
e s _ _ _
_ _ _ _ _
_
•K e t c
K e t c h
u p _ _ _
_ _ _ _ _
_
•S o u p
_ _ _ _

25. _ _ _ _
_
•P i c k l
e s _ _ _
_ _ _ _ _
_
•C u b e
s _ _ _
_ _ _ _
_ _
Q-4 With what products would you associate the brand Maggi?
•Ketchup
•Noodles
•Soup
•Masala
Q-5 On a scale of 1 to 5 rate Maggi on the following parameters
•T a s t e _ _ _ _ _ _
_ _ _ _ _ _
•V a r i e t y / F l a v
o u r s _ _ _ _ _ _ _ _
_ _ _ _
•H y g i e n e / P u
r i t y _ _ _ _ _ _
_ _ _ _ _ _
•A v a i l a b i l
i t y _ _ _ _ _ _
_ _ _ _ _ _
P a c k a g i n g ( S
K U s ) _ _ _ _ _ _ _ _
_ _ _ _
Q6 Rank the categories which Maggi should look in future in order of
your importance :
•Chocolates _____________
•Salted Potato Chips _____________

26. •Fruit Juices _____________
•Processed foods(Ready to use pastes, masalas) ____________
•Others ( Please mention) _____________ Q-7 how do you rate Maggi
brand in terms of following parameters:
•Expertise (Competent, Innovative, Market leader)
•Trustworthiness (Dependable and keep customers interest in mind)
•Liability ( Fun ,interesting)
•None of these
Q-8 How do you perceive Maggi products?
Good for health
Ready to eat.
Junk foodTasty / Fun eating
Q9 Which Maggi products in noodles category do you regularl
y buy? (Repositioning awareness)
•Maggi masala
•Maggi vegetable atta noodles
•Maggi dal atta noodles
•Maggi rice noodles mania
Q-10 Do you perceive Maggi noodles as a healthy product?
•Yes
•NO
Q-11
If No then your suggestions for improvement as a healthy product? _ _ _
______________________________________
_______ _______________________________
__ _ _ _ _ _ _ _ _ _ _ _ _ _ _

27. 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 sit
uation and started a parallelaggressive 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.

28. SUGGESTIONAfter the conducted study following
recommendations could be sited for Maggi Brand.
-
To gain maximum leverage in terms of profit the company should pay
emphasiso n s e g m e n t s w i t h a g e g r o u p s 2 5 - 3 5 a n d a b o v e
. A d v e r t i s i n g i s t h e k e y t o success. Targeting these segments will
not only enhance the company‟s profitmargins but also it will leverage
the brand image of Maggi.
-
The company should advertise its products by depicting
attributes related toH e a l t h l i k e N u t r i t i o n v a l u e s , % o f
V i t a m i n s , P r o t e i n s e t c . T h i s w o u l d h e l p i n customers
perceiving the product as Healthy.
-
Foray into other food products like chips, chocolates etc under
its sole brandname would not only help in Brand extension but
will also enhance Maggi‟s market share.
BIBLIOGRAPHY
BOOKS:
 Marketing Management – Kotler Philip.
 Research Methodology – Kothari.
 WWW.GOOGLE.COM
 www.nestle.com
Journals
Magazines