PRESTIGE INSTITUTE OF MANAGEMENT

AND RESEARCH, INDORE

BUSINESS RESEARCH METHODS

(Minor Research Project)
Session -2020-21

Study of Customer Perception towards Maggi

Faculty Mentor Submitted by-

Dr. Chanchala Jain Sakshi Jain -Scholar No- 1121712524

Navotama Jain -Scholar No-1121712489

Akansha Bohre-Scholar No-1121712210
Tanya Richhariya-Scholar No-1121712207
CLASS – MBA (PA) SEM-II
 DECLARATION

We Sakshi Jain, Navotama Jain , Tanya Richhariya , Akansha Bohre. Hereby declare that Major
project Report Entitled (“Study of Customer Perception towards Maggi”), submitted by us to
PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH, INDORE towards
fulfillment of Master of Business Administration (Personnel Administration) represents our own
work, expect for the guidance and suggestion received which have been suitably acknowledged.

We further state that this work does not form the part of our or any other report submitted to this
or any other college for the award of degree or diploma.

NAME OF STUDENTS-
Sakshi Jain -Scholar No- 1121712524
Navotama Jain -Scholar No-1121712489
Tanya Richhariya-Scholar No-1121712207
Akansha Bohre-Scholar No-1121712210
CLASS – MBA (PA) SEM-II
 CERTIFICATE OF FACULTY GUIDE

This is to certify that (MANES) have successfully under gone the project entitled “Study of
Customer Perception towards Maggi”, towards the partial fulfillment of their two years degree
of Master of Business Administration (Personnel Administration). They have carried on their
project with full sincerity and dedication.

FACULTY NAME

Dr. Chanchala Jain

PIMR (INDORE)
 ACKNOWLEDGEMENT

It is privilege to express gratitude and sincere thanks to PRESTIGE INSTITUTE OF

MANAGEMENT AND RESEARCH, Indore for giving me the opportunity to carry out this
MINOR RESEARCH PROJECT on topic “Study of Customer Perception towards Maggi”.

I am very thankful to Dr. Yogeshwari Phatak, Director of Prestige Institute of Management and
Research, for her moral support and Dr. Chanchala Jain (Faculty Guide), for her valuable
guidance and support throughout report presentation.

I would also like to thank to all people, who directly or indirectly helped us to complete the
project report.

NAME OF STUDENTS

Sakshi Jain -Scholar No- 1121712524

Navotama Jain -Scholar No-1121712489

Tanya Richhariya-Scholar No-1121712207

Akansha Bohre-Scholar No-1121712210

CLASS – MBA (PA) SEM-II

 INDEX

S.No CONTENTS PAGE NO.

1. INTRODUCTION 1-4

2. REVIEW OF LITERATURE 5-6

3. RATIONALE OF STUDY 7

4. OBJECTIVES 8

5. RESEARCH METHODOLOGY 9-10

6. DATA ANALYSIS AND 11-22

INTERPRETION OF RESULT
7. HYPOTHESIS TESTING 23-27

8. FINDINGS & SUGGESTION 28

9. CONCLUSION, LIMITATION& 29
IMPLICATION

10. REFRENCES 30

11. APPENDIX 31
 CHAPTER-I
INTRODUCTION
 Study of Customer Perception towards Maggi
Introduction

Key Words-, Maggi, nestle, survey, age group,

One of the largest food and beverage company Nestle with tagline ‘Good Food Good Life’ has
more than 2000 brands present in more than 191 countries around the world. Some of the well
known brands are Maggie, kitkat, milkmaid, Nescafe, munch etc.

Nestle launched its product Maggie in 1984. It was totally a new product in the market , Nestle
used taglines such as “mummy bhooklagi – bas 2 min and 2 min instant noodles”, for Maggie
and its became the highest sold in the category of noodles, Maggie became favorite and instant
cooking food for kids , youngsters , working women etc.Maggie had variants like noodles ,
sauces , soups etc.

On June 5 2015 nestle has a big phase in front of them. FSSAI (food and security agency of
India) banned the sale of Maggie. It was found that Maggie had lead content and monosodium
glutamate that was permissible but it had high level of monosodium glutamate, as well as up to
17 times the permissible limit of lead as per the reports of times of India, a fine of Rs 640 cores
imposed by corporate ministry, stock which was stored of Maggie was also destroyed totally,
nestle tried to convey and again manufactured the product. Honorable Supreme Court mandated
to test NABL (National Accreditation board of testing and calibration laboratories) and all the
samples have been cleared with lead and glutamate much below permissible limits.

Maggie was back in the market on 30 nov 2015 after a ban of 5 months and it denied more on
health benefits by market but it had tough competition with ITC sun feast yippee, Patanajali Aata
Noodles etc. Though nestle affected the psyche of its consumers but was able to capture at least
15% of market share and today again Maggie has a good name.

In the world of Digitalization, news spread at very fast speed And if the news are unfavorable, it
impossible to stop. Brands, therefore, are more affected and sensitive issue, than in any other day
and age. Change in external environment, government policy, consumer preferences, media and
cut throat competing by firms make it all too easy to fall from top. And the losses are in the
terms of reduction in revenue, loss of clients or suppliers and loss of market share. The victim of
such mess is Maggi, the instant noodles brand from food and beverage company Nestle. One of
India’s most trusted brands and perhaps the country’s most favored comfort food, it has captured
the market in terms of brand value and sales ever since the recent controversy regarding
hazardous ingredients that are not safe for health and should not consume. The issue arose due to
the Uttar Pradesh Food Safety and Drug Administration ordered the recall of a batch of 200,000
Maggi noodle packs and found that Maggi is not healthy to consume due to which many states
decided to randomly test samples and banning sales in the market as a result retailer removed
Maggi from their shelf.

TAGLINE

A tagline is a three to seven word phrase that accompanies your logo. It expresses your
company’s most important benefits and/or what you want your customers to remember about
working with you. Think of it as the words you want to linger in your target customers mind
about you and what you have to offer.
Early Indian consumer market was unused to fast foods & was very reluctant to welcome a
change in their food habits. Nestle had to promote noodles as a concept, before it could promote
Maggi as a brand. They used strong taglines which tapped on the problem statements to address
this.

• 2 mins noodles — Convenience.

• Taste Bhi Health Bhi — Health.
• 2 minute mein Khushiyan (Happiness in 2 minutes) — Fun & Happiness.

STRONG VISUAL IDENTITY

When it comes to branding, your visual identity plays a huge part in creating a great impression
whether it is the first one or an everlasting one.
Maggie has been doing this so efficiently that they managed to check all the boxes in visual
branding. Be it creative packaging, color selection, logo consistency — they are spot on.
• Color selection — red & yellow — bright, attractive — scientifically known to induce
hunger in human beings.
• Logo consistency — literally remained unchanged since its origin — with such a consistent
logo & color elements, every age group will be able to relate with the brand over a period of
time, evoking nostalgia.
• Packaging — creative & establishing personal connection — Maggi ran a campaign “Meri
Maggi — 2 minute mein Khushiyan” — Where in they featured short personal stories from
customers on its wrapper and marketed it country-wide, making an emotional bridge. At
times, their packaging also consisted of various tools of sales promotion like color pencils,
sketchbooks & fun toys which worked wonders especially in enhancing the brand reach
among students & kids.

TARGET MARKET ADAPTION

Initially launched in 5 flavors — Masala, chicken, capsicum, sweet & sour and lasagna — Maggi
had to fight hard to be accepted by Indian consumers with their hard-to-change eating habits. In
the course of many market researches and surveys, the firm repositioned itself by blending
regional taste and rich varieties. Their products then had the ingredients & taste (dal atta, rice,
pudina masala etc.,) that Indian consumers are comfortable with.
This brand made noodles a household when many foreign food brands are trying to change Indian
consumers taste, Maggi bought in a silent revolution.
EXPERIMENTATIONS

The Maggi have differentiated its brand image from its competitors in terms of taste, flavors and
packaging. It has launched wide varieties of products in different flavors & in different sizes
catering to different customer needs. Customers couldn’t find this to the same extent with other
competitive brands.
Once the brand gained momentum, they were literally trying out everything in their niche before
they jump into conclusion of what will work & what will not, mere by assumption. The product
mix of Maggi is divided into different categories & each had various products underneath. They
had Noodles (2-min noodles, Dal atta noodles, CuppaMania), Ketchup (Maggi
pichkoo), Sauces (Tomato, Pudina), Masala (Maggi Bhuna masala), Soups and even Pastas. Such
is their openness to experimentation.

EMOTIONAL AND RELATABLE ADVERTISEMENTS

Nestle India celebrated the brand’s 25 years of association with the Indian consumer with the
launch of its campaign, ‘Me & Meri .Wherein consumers were invited to share their Maggi
moments.
Another campaign, ‘Meri Maggi — 2 minute mein Khushiyan’ — takes the old story forward and
invites people to share the impulsive moment of joy that the noodle brand has brought in their life,
positioning Maggi as a source of happiness, something similar to what Coca-Cola had done with
their “Open happiness” campaign.
Even in their recent “Miss you” campaign which was used during the ban period, precisely before
the re-launch of the product, all videos where eminently crafted to spur empathy among viewers.
Through these kinds of advertisements, It claims to be more than just a simple food product in our
lives. It is emotive. Maggi is just not a food product. It is an original concept. It is a food habit. It
is a great idea. It is the cheapest branded food available in the market.

From Delhi to Mumbai, outside train stations and office buildings, street vendors dish up
ladlefuls of Maggi swimming in curry broth. Up from the northeastern state of Sikkim and all
the way down to Pune, college students and young professionals congregate at cafes for chai and
noodles made-to-order, with crispy onions, bright red chile pepper sauce, or a whole fried egg.
Butter chicken Maggi, tandoori Maggi, and paneer chile Maggi are all common offerings, the
noodles fortified with meat, vegetables, and spices drawn from Indian and Indo-Chinese
cooking.

Many fast-casual restaurants offer some variation of the Maggi samosa, with noodles replacing
the usual potato filling. The Mumbai-local homestead Pure Milk Center popularized a Maggi
dosa: a thin, crispy crepe, stuffed with cheese and Maggi noodles. The Mumbai chain Hungry
Head came up with Misal Maggi, a reimagining of the Maharashtra classic Misal Pav, with
crispy-baked Maggi subbing out the traditional crunchy sev. It also serves a Maggi bhel, riffing
on the classic puffed-rice snack, and an exhaustive menu dedicated to Maggi noodle mashups.
When Hungry Head opened the first of its two locations in Mumbai, Nestlé wasn’t too bothered
to see yet another small cafe making a profit off its products. Technically, no restaurant is legally
allowed to use the trademarked Maggi logo in its branding or promotion, but Hungry Head
obtained legal permission, in the form of a memorandum of understanding, which allows the use
of the logo and name with slight alterations. The restaurant has since remixed the copyrighted
“Maggi” into its “Magizza,” “Magburger,” and “Magbhel.”

“When we got popular in Bombay, they approached us,” says Hungry Head chef Arpit Kabra,
with a hint of pride. Hungry Head catered for Nestlé’s corporate events, but after a while, Nestlé
changed its strategy, opening small kiosks called Maggi Hotspots “after seeing our success, and
our experimentation with Maggi,” Kabra says. The Hotspots hoped to capture consumer attention
in what a corporate spokesperson called “the out-of-home space,” a strategic attempt to lure the
same diners that street stalls had been cultivating for years.

Without Maggi, India’s culinary landscape was left frenzied for alternatives. “We had to the face
the Maggi ban,” Kabra says. “And we survived, with the loyalty of the customers, having trust in
our brand.” Hungry Head rolled out an updated menu which included pasta, fried rice, and other
non-noodle offerings. “We had to introduce certain other dishes, to compensate for people who
were not ready to eat Maggi.”

Nestlé is currently facing a class-action lawsuit worth $90 million in damages over unfair trade
practices and false labeling, which the Supreme Court reopened earlier this month. In a
statement, Nestlé stated it “welcomed” the recent Supreme Court decision, which would allow a
test conducted by the Central Food Technological Research Institute to decide that suit.
According to a Nestlé spokesperson, CFTR lab tests proved the samples to be compliant with all
health regulations: “We have carried out extensive tests of our Maggi Noodles in India in
addition to our regular testing of the finished product and raw materials, confirming they are safe
for consumption.”

“A crisis can be a blessing in disguise and a great time to introspect and refocus on where you
are and where you want to go.”Suresh Narayanan - Chairman and MD of Nestle, India.
CHAPTER -II
REVIEW OF
LITERATURE
Review of literature

1. Shreeya Kaplay Year-2018 The Study is based on customer preferences regarding Maggie
before and after ban, beginning with the questionnaires given to 110 persons of different age
groups, the surveys and research done by nestle give the conclusion that Maggie is always a
choice of all the age groups of people and even youngsters are more attracted towards it, they
don’t trust other brands

2. .Mr Rahul M.Mhabde1 Mrs. Rajeshri 2017 Soni2 This researches focuses on the customer
perception towards maggi after the ban in the city of Mumbai including the factors on health and
taste the study was done on the changes made by nestle in its product , the survey was conducted
amongst 50 sample size of the persons of age 15 and above by convince sampling method that
concludes that Maggi is consider as most preferred instant noodle brand as compare to other
brand of instant noodles The trend of maggi consumption is not much affected by ban and
Maggi has maintained trust and confidence amongst the consumer even after post ban period due
to its quality and test.

3. Shareena .P & Dr. Mutiary Begum Year -2016 Nestle launched its product Maggie in 1984. It
was totally a new product in the market, it was on how Maggie have gone through the phase and
what consumers expect on its comeback , they have researched and reviewed 93 respondents in
11 different questionnaires and recorded their data and accordingly through which they had
findings that major population still trusts Maggie and have a fear of purchasing other products in
the market that leads to the conclusion according that Maggie has come back with its trust and
capture the market again.

4. Dr.Gomathi.D & Mr.Murunganantham.S 2016This research doesn’t include any primary data
for reference, they only researched the detailed story of Nestle Maggie product beginning history
of Maggie, Maggie in India, noodle stories, its 2015 story, ban story and back on shelves story.

5. Ayushi Jain -2016The author compared 2 brands Maggie and patanjali noodle. According to
the research the patanjali noodles increased immensely during ban. There were 100 respondents
restricted to Delhi region, but the research concludes that Maggie has established himself after
ban and customers accepted it open hearts.
6. Neha Garg Year- 2015 Author took secondary source of data for the study. Research paper
studies the root cause of Maggie row. However the paper is based on the secondary data hence
consumer preferences are not studied in this research.

7 Dr. Ramesh Sardar Year -2015 The study compared Maggie at international market and Indian
market. Study is based on secondary data which shows the Maggie is preferred more in
international market than in Indian market. But study has a drawback it was not comparatively
researched on the Indian market.

8.Shabshita Bhooshan & Rittika Das This research has conducted on students and working
professionals of different regions by the author and concludes that Maggie has immense trust
before and after the ban of consumers , even in the crisis all want Maggie to be back soon with
safety to its customers.
CHAPTER -III
RATIONALE OF
STUDY
Rationale of the study

We studied this topic because maggi is everyone’s everyday part of life .from kids to youngsters,
working women, hostellers.

Its neither time consuming nor harmful after studying this topic we came to know about the
views and thoughts of people, we got to know about their taste, choice, preferences, opinion
about different brands.

Need to study this topic was that we wanted to know the consumers perception towards maggi
after its ban, through the medium of questionnaire we tried to study the perception of and their
preferences.
CHAPTER –IV
OBJECTIVES
Objective

• To Study consumer perception towards maggi

• To review the strategies adopted by maggi
 CHAPTER –V
RESEARCH
MEDHODOLOGY
Research Methodology
Research Design
The purpose of the research is “Study of Customer Perception towards Maggi”, hence
descriptive research design used for this study. A survey was conducted through which
an analysis was drowned.

Sample Size
A sample of 193 responses was taken for the purpose of study and analysis.

Sampling Unit:
Sampling unit consists of strategies and reviews given for the

Sampling Technique
Convenience sampling technique (non probability sampling) was used for the survey.
Questionnaire filled by the consumers.
The responses of different age groups has been taken and recorded.

Data Collection
Data was collected through primary source.

Primary Data:
Primary data was collected with the help of structured questionnaire.

Secondary Data:
Secondary data relating to the data was collected from books, journals, research articles,
magazines, reports, newspapers and websites.
Data Interpretation Tools
The most often tools used to examine are:
• Bar Charts
• Pie Charts
• Hypothesis Testing – analyzed the data by applying chi-square test by using SSPS16
 CHAPTER-VI
DATA ANALYSIS
Age Respondents
10 1
16 1
17 4
18 4
19 11
20 18
21 68
22 35
23 28
24 8
25 3
26 2
27 2
28 3
29 0
30 1
31 0
32 1
33 1
34 0
35 1
Total 192

Age
40
35
30
25
20
Age
15
10
5
0
141
1
8

106
113
120
127
134

148
155
162
169
176
183
190
36
15
22
29

43
50
57
64
71
78
85
92
99
ANALYSIS - The above graph and the line graph showing the relation of our questionnaire
respondents of different ages preferences in the question and their reviews.

Q1 Is Maggi your all time favorite dish to eat anytime?

Maggie is All time Favourite Total

Yes No
Age 10-15 1 0 1
16-20 30 7 37
21-25 110 33 143
26-30 4 4 8
31-35 2 1 3
Total 147 45 192

4
Series1
3
Series2

2 Series3

0 50 100 150 200 250 300 350

ANALYSIS – This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Yes Answers which is highest in the third age group and series 2
represents the No responses and series 3 represents the total no of responses we get in all the five
groups, The third age group 21-25 has the highest no of yes responses i.e. this age group people
has Maggi as their all time favorite dish to eat anytime.

Q.2 Does the word Maggi crave you?

Maggie Craving Total

Yes No
Age 10-15 1 0 1
16-20 25 12 37
21-25 97 46 143
26-30 6 2 8
31-35 3 0 3
Total 132 60 192

31-35

26-30

21-25 Series2
Series1
16-20

10--15

0 20 40 60 80 100 120
ANALYSIS- This graph and table shows that for the above mentioned question , in this graph
Series 1 represents the Yes Answers which is highest in the third age group and series 2
represents the No responses and The third age group 21-25 has the highest no of yes responses
i.e. this age group has the highest no craving for maggi.

Q.3 Does the ban of Maggi in 2015 bothered you?

Bothering due to Banning of Total

Maggie
Yes No
Age 10-15 1 0 1
16-20 21 16 37
21-25 94 49 143
26-30 2 6 8
31-35 1 2 3
Total 119 73 192
 31-35

26-30

21-25 Series2
Series1
16-20

10--15

0 20 40 60 80 100

ANALYSIS - This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Yes Answers which is highest in the third age group and series 2
represents the No responses and The third age group 21-25 has the highest no of yes responses
i.e. this age group has the highest no of people who was bothered by ban of maggi in 2015.

Q.4 does the change in Maggi masala good or bad?

Taste of maggi Total

good No moderate bad
change
Age 10-15 0 0 1 0 1
16-20 11 13 11 2 37
21-25 72 42 23 6 143
 26-30 3 2 2 1 8
31-35 1 0 1 1 3
Total 87 57 38 10 192

31-35

26-30
Series4
21-25
Series3
16-20 Series2

10--15 Series1

0 10 20 30 40 50 60 70 80

ANALYSIS - This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Good responses which is highest in the third age group, series 2
represents the No change responses, Series 3 represents moderate responses and series 4
represents bad responses The third age group 21-25 has the highest no of good responses i.e. this
age group has the highest no of people experienced the good taste in maggi masala.

Q.5 Does Liking of Taste of Maggi comparative to other brands?

Liking of Taste of Maggie Total

comparative to other
brands
 Yes No

Age 10-15 0 1 1

16-20 7 30 37

21-25 25 118 143

26-30 3 5 8

31-35 1 2 3

Total 36 156 192

31-35

26-30

21-25 Series2
Series1

16-20

10--15

0 20 40 60 80 100 120 140

ANALYSIS - This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Yes responses and series 2 represents the No responses which is highest
in the third age group and The third age group 21-25 has the highest no of no responses i.e. this
age group has the highest no of people who likes the taste of maggi and its doesn’t change at all
as comparative to other brands.

Q.6 Do you prefer Maggi as safe product?

Preference of Maggie as Safe Total

product

Yes No
Age 10-15 1 0 1

16-20 29 8 37
21-25 114 29 143
26-30 4 4 8
31-35 2 1 3
Total 150 42 192

31-35

26-30

21-25 Series2
Series1

16-20

10--15

0 20 40 60 80 100 120
ANALYSIS - This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Yes responses which is highest in the third age group and series 2
represents the No responses and The third age group 21-25 has the highest no of yes responses
i.e. this age group has the highest no of people in that age group has the prefer maggi as a safe
product for eating.

Q.7 Does any other brand satisfied you?

Age * Other Brands satisfaction Cross tabulation

Count

Other Brands satisfaction Total

Yes No
Age 10-15 1 0 1

16-20 14 23 37
21-25 36 107 143
26-30 1 7 8
31-35 2 1 3
Total 54 138 192
 31-35

26-30

21-25 Series2
Series1

16-20

10--15

0 20 40 60 80 100 120

ANALYSIS - This graph and table shows that for the above mentioned question, in this graph
Series 1 represents the Yes responses and series 2 represents the No responses which is highest
in the third age group and The third age group 21-25 has the highest no of no responses i.e. this
age group has the highest no of people who doesn’t satisfied with other brands.

Q.8 On the scale of 5 we have examined the opinion of different age groups on the factors of
Taste, Quality, Hygiene, Packaging, Ingredients.

Scale ->
Factors 1 2 3 4 5 Total

Taste 17 9 43 63 54 192
Quality 18 27 54 50 43 192
Hygiene 20 34 49 46 43 192
Packaging 13 16 59 57 47 192
Ingredients 18 36 46 47 45 192
 Factors preference of Customers
45
Ingredients

47
Packaging

5
43
4
Hygiene
3
2
43 1
Quality

54
Taste

0 10 20 30 40 50 60 70

ANALYSIS – This graph and table depicts the customer preference on different factors of
maggi, in which consumers have answered differently according to their preferences.

For taste maximum customers have rated 4 , more than 60 customers have rated 4 , and on the
factor of Quality more than 50 customers have rated 3 , and on Hygiene factor between 40-50
respondents have rated 3 , on packaging maximum have rated 3 , on ingredients there is no major
difference between the ratings. The exact figures are shown in the table.
 CHAPTER –VII

HYPOTHESIS TESTING
Hypothesis testing is done on the following data with the sample size of 192 respondents with
relation to the age and different age groups, we have done chi square test.

H0: Favouritism of Maggie is independent of age.

Age * Maggie is All time Favorite Cross tabulation

Maggie is All time Favourite Total
Yes No
Age 10-15 1 0 1
16-20 30 7 37
21-25 110 33 143
26-30 4 4 8
31-35 2 1 3
Total 147 45 192

The above table indicates favoritism of Maggie across various age groups.

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 4.047 4 .400

Interpretation -

At 5% level of significance and for 4 degrees of freedom the null hypothesis is accepted as p-
value is more than level of significance i.e. 0.05 (p > 0.05). Thus, we can conclude favoritism of
Maggie is independent of age.

H0: Craving for Maggie is independent of age.

Age * Maggie Craving Cross tabulation

Maggie Craving Total

Yes No
Age 10-15 1 0 1
16-20 25 12 37
21-25 97 46 143
26-30 6 2 8
31-35 3 0 3
 Total 132 60 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.044 4 .728
Interpretation-
At 5% level of significance and for 4 degrees of freedom the null hypothesis is rejected as p-
value is less than level of significance i.e. 0.05 (p < 0.05). Thus, we can conclude craving for
maggi is not independent of age.

H0: Bothering for Maggie due to its banning is independent of age.

Age * Bothering due to Banning of Maggie Cross tabulation

Bothering due to Banning of Total
Maggie
Yes No
Age 10-15 1 0 1
16-20 21 16 37
21-25 94 49 143
26-30 2 6 8
31-35 1 2 3
Total 119 73 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 7.584 4 .108
Interpretation-

At 5% level of significance and for 4 degrees of freedom the null hypothesis is accepted as p-
value is more than level of significance i.e. 0.05 (p > 0.05). Thus, we can conclude that bothering
of maggi due to its banning is independent of age.

H0: Trial of other Brands is independent of age.

Age * Trial of Other Brand Cross tabulation
Trying of Other Brand Total
Yes No 3 4
Age 10-15 0 0 1 0 1
16-20 11 13 11 2 37
21-25 72 42 23 6 143
26-30 3 2 2 1 8
31-35 1 0 1 1 3
Total 87 57 38 10 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 17.248 12 .141

Interpretation-
At 5% level of significance and for 12 degrees of freedom the null hypothesis is accepted as p-
value is more than level of significance i.e. 0.05 (p > 0.05). Thus, we can conclude that trial for
other brand is independent of age.

H0: Liking of Taste of Maggie is independent of age.

Age * Liking of Taste of Maggie Cross tabulation

Liking of Taste of Maggie Total
Yes No
Age 10-15 0 1 1
 16-20 7 30 37
21-25 25 118 143
26-30 3 5 8
31-35 1 2 3
Total 36 156 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.647 4 .618
Interpretation-
At 5% level of significance and for 4 degrees of freedom the null hypothesis is rejected as p-
value is more than level of significance i.e. 0.05 (p < 0.05). Thus, we can conclude that liking of
maggi is not of independent of age.

H0: Preference of Maggie as safe product is independent of age.

Age * Preference of Maggie as Safe product Cross tabulation

Preference of Maggie as Safe Total
product
Yes No
Age 10-15 1 0 1
16-20 29 8 37
21-25 114 29 143
26-30 4 4 8
31-35 2 1 3
Total 150 42 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 4.428 4 .351
Interpretation-
At 5% level of significance and for 4 degrees of freedom the null hypothesis is accepted as p-
value is more than level of significance i.e. 0.05 (p > 0.05). Thus, we can conclude that
preference of maggi as safe product is independent of age.

H0: Satisfaction from other brands is independent of age.

Age * Other Brands satisfaction Cross tabulation

Count
Other Brands satisfaction Total
Yes No
Age 10-15 1 0 1
16-20 14 23 37
21-25 36 107 143
26-30 1 7 8
31-35 2 1 3
Total 54 138 192

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 8.069 4 .089

Interpretation-
At 5% level of significance and for 4 degrees of freedom the null hypothesis is accepted as p-
value is more than level of significance i.e. 0.05 (p > 0.05). Thus, we can conclude that
satisfaction from other brands is independent of age.
CHAPTER -IX
FINDING &
SUGGESTIONS
Findings

1. As the different age groups have preferred maggi as the safe product.
2. Different age groups, 21-25 it’s most preferable age group that like maggi the most.
3. In maximum results 21-25 age group is the most answered age group.
4. Maggi is al time favorite dish of teenagers and mostly person lying between age21-25.
5. Whenever the person heard the craving first choice is maggi because it’s easy to cook and
not time consuming.
6. For different age groups the ban of Maggi in 2015 doesn’t bother them.
7. Most of the person’s even 75% people haven’t tried different brands other than maggi.
8. The consumers are not satisfied with other brands and other brands have lower consumer
attraction.
9. Maximum respondents have answer the masala change as good while some of them have
answered there is no change in the masala.
10. Around 78% respondent answered Maggi is a safe and healthy product to consume after
its comeback in 2015.
11. 71% respondents are not satisfied with other brands.
12. On the scale of 5 taste hygiene quality ingredients and packaging mostly 3 is the average
answered scale by respondents.

Suggestions

1. Nestle should more focus on other age groups for increasing demand in other age groups.
2. Not only youngsters but adults and children should also have demand of maggi and
should crave for maggi
3. Nestle should make health oriented products for safety and healthy, which would increase
trust amongst the customers.
4. In the above research mostly respondent doesn’t trust other brands so nestle should keep
the monopoly in the market with best quality services.
CHAPTER-X
CONCLUSION,
LIMITATION&
IMPLICATION
Conclusion-
Maggi has a monopoly in the Indian market; maggi has won the hearts of its consumers.

From the research it is clear that maggi is al time favorite dish of the consumers, reasons are well
known by everyone, its safe for eating and easy to cook.

We all have craving for maggi at some time whenever we feel hungry , in the top of mountains
or in a rainy season , maggi is all time favorite of consumers , mostly youngsters enjoy its taste ,
in the research we have focused more on what consumers think of maggi and how much
consumers like it in different age groups.

On what scale does everyone rates maggi on different factors.

Implications-

The research implied with the different age groups and have different questions surveyed, this
implied to know about the consumer reviews on the maggi and their perception towards nestle
product after its comeback and implication of it on the consumers have a different result other
than expected.

Limitations-

The research limit us on different region for calculating results, willingly some of them don’t
answer according to their preference, their choices differ and that creates confusion for analyzing
the result. Some questions have different opinion and answers which are underestimated by the
respondents.
CHAPTER -XI
REFERENCES
References

1. Customer Preferences Regarding Maggi Before and After Ban 1 Shreeya Kaplay

2.Analytical study on Consumer behavior towards “Maggi Instant noodle” in Mumbai –A post
ban Scenario Mr. Rahul .M.Mhabde1 , Mrs. Rajeshri Soni2 1 Senior Academic Head, BBA,
Podar World College, Maharashtra, India 2 Assistant Professor, Department Of Accountancy,
Thakur college of science & commerce, Maharashtra, India

3. Consumers’ perception towards maggi instant noodles after its relaunch - Shareena.P.
Dr.Mustiary Begum.

4. An Overview of Maggi Noodles on and off The Shelves in India Dr Gomathi.D

5 A study on Maggi ban and simultaneous launch of Patanjali Atta noodles Ayushi Jain Student-
MBA – Semester 4, TMIMT, TMU, Moradabad

6. Maggi’s comeback and consumers’ dilemma—an empirical study – Neha Garg 2015

7. Maggi Stews in Lead and MSG Pot: Controversy over India’s Favourite Instant Noodles

Case Studies Journal ISSN (2305-509X) – Volume 4, Issue 7 – July-2015

CHAPTER -XII
APPENDIX
Appendix

Questionnaire

Q.1 Name

Q.2 Age

Q.3 Is Maggi your all time favorite dish to eat anytime?

Yes
No

Q.4Does the word Maggi crave you?

Yes
No
Q.5Does the ban of Maggi in 2015 bother
you?
No
Yes
Q.6Have you tried any other brand?
Yes
No

Q.7 Does the change in Maggi masala good or

bad?
moderate
No change
Good
Bad
Q.8 Does the other brands like yippee and top
ramen have same consumer attraction as Maggi
Yes
No
Q.9 Do you prefer Maggi as safe product?
Yes
No