DISSERTATION

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

Submitted by:
Name – RAGHAV BANSAL
BBA Marketing

Sap_id – 500087564
Batch - 2020-2023

Under the guidance of

Dr. Anchal Pathak

Assistant Professor SG
SoB, UPES

University of Petroleum and Energy Studies

Kandoli, Via Prem Nagar, Dehradun, Uttarakhand 248007
 ACKNOWLEDGEMENT

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

Thanking YOU
RAGHAV BANSAL.
 ABSTRACT

The present study aims to examine the consumer buying behaviour of Maggi Noodles. The study
examined by selecting the consumers of Wayanad Area alone. The paper test the buying behaviour of
maggi noodles, perception of consumers and factors influencing the buying behaviour. The study carried
out by selecting convenience sampling method and the sample size comprises of
60 respondents. The results of the study showed that consumers are very much aware about Maggi noodles,
and it is the advertisement plays the major role in promotional activities.

Keywords: Brand, Buying Behaviour and Consumer Behaviour

 INTRODUCTION

The quick food industry in India has evolved as a part of the changing life style of young population in India.
Thee many reason why quick food styles are catching up fast because of more number of working couples,
non-availability of reliable domestic servants, breaking up of joint family system, rising population, hectic
schedules, increase in disposable income etc. As a part of it Nestle India Ltd introduced Maggi to the
Indian consumers in 1982, with the launch of this they created an entirely new category of food calledinstant
noodles. In the Indian packed food industry. Over rated ingredients, availability of ready mix also pay an
important role in the increase in demand for Maggi brand. More over India offers plethora of opportunities for
domestic and international players such as widened market, rising young population, high growth rate of Indian
economy, adoption of latest technology in food processing and packaging. Even the street food makers
use Maggi as a superior recipe in many places.

‘Brand name is a promise’. Branding can be expressed as a process that involves creating a
specific name, logo and an image for a product or products. The main aim is to attract consumers. The
main features of branding includes Targetability, Awareness, Loyalty, Consistency, competitiveness,
distinctiveness, Passion, Exposure, Audience knowledge, uniqueness. Maggi is still one of the most popular
brand in the minds of Indian customers because they implement these branding strategies according to the
preference of the Indian customers through effective means of advertising, proper marketing tactics, pricing
strategy etc.

This project which is entitled as a study on consumers behaviour towards the brand nestle Maggi is aimed
to find out the various factors influencing consumers buying decision
 IMPORTANCE OF THE STUDY
Branding is an important indicator of how people make decision about what they buy, want, need or act in
regards to understand consumer behaviour to a product, service, Company . Branding is a vital aspect of
marketing. It is critical to understand how brand is perceived by consumers to know how potential
consumers will respond to the product or service.

Importance to organization and markets: Branding is one of the most important factors for any
organisation before launching a product. If the organisation failed to analyse how a consumer will respond
toa particular brand, the company will face losses. Branding is very complex because it should possess the
features branding including targetabilility, awareness, loyalty, consistency, competitiveness, distinctiveness,
passion, uniqueness etc. For marketers or sales people proper marketing of brands allows them to make
intangible benefits tangible to targeted customers, build differentiation in near commodity markets, achieve
identity and preference with customers. Customers and differentiate market offering that have same or very
similar core product but are augmented with different services, Programmes and system. If the marketers and
organisation failed to understand these factors, they would not meet their targets.

STATEMENT OF THE PROBLEM

Consumer behaviour is a study of why people buy. It is the behaviour of the consumers at the time of
buying a brand. During the time of crisis managing a brand is extremely important, brands are built by
consumers, not companies and the way consumers perceive the brand ultimately defines the brand. Branding
is very complex because the taste and preference of all the consumers are entirely different towards
purchase consumption and disposal of product.

OBJECTIVES
 To know consumer behaviour towards Nestle Maggi.
 To understand the perception of the people about Maggi.
 To find out various factors influencing consumer purchase decision.

HYPOTHESIS

H0: There is no association between gender of respondent and perception about maggi noodles.

H1: There is an association between gender of respondent and perception about maggi noodles.
 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It is the description,
explanation and justification of various methods of conducting research. Researcher has to design his
methodology. It is also deals with the objective of the study, the method of defining the problem, type of
data collected and the method used for collecting the data.

Research Design

A research design is the arrangement of condition for collection and analysis of data in a manner
which may result in an economy in procedure. Research design is used as a guide in collecting and
analysis of data. It may be specific representation of various steps in the process of research. The research
design adopted in this study is descriptive and analytical research design.

Descriptive and Analytical Research Design

Descriptive and analytical research is being carried out with specific objective and base it result in definite
conclusion.

Sample Design

A sample design is a definite plan for obtaining a sample from a given population. The sampling design
adopted in this study is convenience sampling method. Convenience sampling is used to collect the
sample of 60 respondents in Wayanad district.

Source of Data

While doing a study the researcher should know about the two sources of data. They are;

 Primary data
 Secondary data

Primary Data

Primary data is the data which collected for the first time. These data are basically observed and collected
by the researcher for the first time. I have used primary data that is questionnaire for my project work.

Secondary Data

The secondary data is that data which has been collected from the company records, books, journals,
various websites and primarily collected by the other person for his own purpose and now these for my
purpose secondly.

Tools of Analysis
The researcher uses statistical tools for analysis to derive the tables and draw charts to prepare the
survey report. Tools used for this study are percentage, mean score and chi square.
1. Percentage

Percentage analysis refers to average of the one variable. It can be represented that number of respondents
response to be converted in the form of 100.

Number of responses

Percentage=

Total respondents

2. Mean score

The mean value or score of a certain set of data is equal to the sum of all the values in the data set
divided by the total number of value. A mean is the same as an average.

Mean = Total score of each variable / Number of respondent

3. Chi square

Chi square test is most widely used non parametric test. This test was used to analyse the relationship or
association between categorical variables. This tow variable, one was dependent and another one was
independent.

𝑋2 = ∑(𝑂 − 𝐸)2 / E O

= Observed frequencyE =

Expected frequency

SCOPE OF THE STUDY

The study has greater scope in terms of studying consumer behaviour. This study is mainly focused on the
brand-Nestle Maggi.. In this study only the fast food category of the food industry has been considered and
only Nestle Maggi has been taken for the study out of the long list brands available in the market.

LIMITATION OF THE STUDY

 Lack of sufficient secondary data.

 The data analysis of the study is based on the questionnaire which filled by the respondent.
 Respondent had marked the answer in questionnaires which may be socially incorrect of their
actual feeling.
 DATA ANALYSIS AND INTERPRETATION
Gender wise classification

Gender No. of Respondents Percentage

Male 24 40%
Female 36 60%
Total 60 100%

(Source: Primary Data)

Inferences:
From the above table 4.1 depict the gender classification, out of 60 respondents, 40% of respondentswere
males and 60% of them were females.

Graph 4.1
Gender wise classification

Gender

40%

Male
60%
Female

Age iwise iclassification

Age No. of Respondents Percentage

Below 20 6 10%
20 - 30 38 63%
30 - 40 8 13%
40 - 50 7 12%
Above 50 1 2%
Total 60% 100%
(Source: Primary Data)
Inferences:
Out of 60 respondents, 10% of respondents were found below 20, 63% were found between 20 – 30,
13%
were between 30 – 40, 12% were found 40 – 50, and 2% were Above 50.
Age wise Classification

Age
2%
12% 10%
Below 20
13%
20 - 30
30 - 40
63% 40 - 50
Above

Education wise classification

Qualification No. of Respondents Percentage

Up to SSLC 4 7%
Plus two/predegree 7 12%
Degree 14 23%
PG 21 35%
Technical qualification 1 2%
Professional Education 11 18%
Others 2 3%
Total 60 100%
(Source: Primary Data)
Inferences:
From the above table, it can see that about 35% of respondents have the education qualification of Post
Graduates, 7% of SSLC, about 12% have higher secondary level education, 23% of degree, 2% of
technical qualification, professional education give 18% and each 3% of them are others.
Education wise classification

Educational Qualification
35%

23%
18%
12%
7%
2% 3%

Up to Plus Degree PG Technical Professional Others

two/predegree qualification Education
 Marital Status

Status No. of Respondents Percentage

Married 23 38%
Single 37 62%
Total 60 100%
(Source: Primary Data)

Inferences:
From the above table, it is clear that 38% of the respondents are married and 62% of them are unmarried.
Marital Status

Marital Status

38%

Married
62%
Single

Monthly Income

Income No. of Respondents Percentage

Less than 10000 14 24%
10000 – 25000 23 38%
25000 – 40000 12 20%
40000 – 55000 4 7%
55000 – 70000 3 5%
70000 – 85000 2 3%
Above 85000 2 3%
Total 60 100%
(Source: Primary Data)
Inferences:
From the above table 4.5 we can understand that most of the consumers have average monthly income (i,e.38%)
has the income between 10000-25000, 24% have income less than 10000, 205 have the income
between 25000 – 40000, 7% of them are between 40000 – 55000, 5% have income between 55000 –
70000
and both 70000 – 85000 & above 85000 have 3% each.
 Monthly Income

40% 38%
35%
30%
24%
25% 20%
20%
15%
10% 7% 5%
5% 3% 3%
0%
less than 10000 - 2500025000 - 4000040000 - 55000 55000- 70000 70000 - 85000 above
85000
10000

Awareness about MAGGI

Attitude No. of Respondents Percentage

Yes 60% 100%
No 0 0%
Total 60 100%
(Source: Primary Data)

Inferences:
It shows the awareness of respondents about MAGGI. 100% of respondents have fully aware about MAGGI.

Awareness about MAGGI

100%

100%

80%

60%

40% 0%

20%

0%
Yes No
 Awareness about MAGGI

Attitude No. of Respondents Percentage

Yes 60% 100%
No 0 0%
Total 60 100%
(Source: Primary Data)

Inferences:
It shows the awareness of respondents about MAGGI. 100% of respondents have fully aware about MAGGI.

Awareness about MAGGI

100%

100%

80%

60%

40% 0%

20%

0%
Yes No

Awareness about

Brand wise classification

Brand No. of Respondents Percentage

Maggi 43 72%
Yippee Noodles 17 28%
Horlicks Noodles 0 0
Top Ramen 0 0
Soupy Noodles 0 0
Total 60 100%
(Source: Primary Data)
Inferences:
It is found that out of 60 respondents 72% of respondents’ favorite brand is Maggi and 28% of
them is Yippee Noodles. The other brands of noodles are not brought by the respondents.

Brand wise classification

72%
80%
60% 28%
40% 0%
0% 0%
20%
0%
Maggi Yippee Horlicks Top Soupy
Noodles Noodles Noodles Noodles

Brands

Influence of advertisement

Particulars No. of Respondents Percentage

Strongly Agree 14 23%
Agree 27 45%
Neutral 10 17%
Disagree 7 12%
Strongly disagree 2 3%
Total 60 100%
(Source: Primary Data)

Inferences:
It is seen that 45% of respondents agreed to the statement, 23% strongly agree to it, 17% is neutralabou
tit, 12% disagrees the statement and 3% of them strongly disagree about it.
Influence of advertisement

50% 45%

40%

30%
23%
20% 17%
12%
10% 3%
0%
Strobly Agree Neutral Disagree Strongly disagree

Influence of
 Perception about MAGGI

Particulars No. of Respondents Percentage

Good for health 1 2%
Ready to eat 15 25%
Junk food Tasty 23 38%
Fun eating 21 35%
Total 60 100%
(Source: Primary Data)

Inferences:
From the above table we can find that 38% of respondents perceive noodles has junk food tasty, 35%
perceive that it is fun eating, 25% of them it is ready to eat and only 2% of them perceived it is good
for health.
Perception about MAGGI

40% 38%
35%
35%
30%
25%
25%
20%
15%

10%

5% 2%
0%
Good for Ready to Junk food Fun

Influencing factors of purchase decision

Particulars Total Score Mean Score

Price 247 4.12
Quality 222 3.70
Availability 234 3.90
Brand name 227 3.78
Previous experience 209 3.48
Advertisement 232 3.87
Family/friends opinion 186 3.10
Total 60 100%
(Source: Primary Data)
Inferences:
The table is explains the factors that influence the purchase decision of noodles. The factor price has
highest mean score 4.12 and the variable family/friends opinion has least mean score 3.10 and all other
variable come under moderately satisfied.
 Influencing factors of purchase decision

4.5 4.12 3.9 3.87

3.7 3.78
3.48
3.5 3.1
2.5
1.5
0.5

Influencing Factors

Important feature

Features No. of Respondents Percentage

Design of the package 27 45%
Size 12 20%
Shape 8 13%
Colour of the package 13 22%
Total 60 100%
(Source: Primary Data)
Inferences:
The above table shows that the important feature of MAGGI package. 45% of respondents opined that
design is the important feature, 20% with size, 22% with colour and 13% of them with shape of the
package.

Important feature

60% 45%
40%
20%
20%
13% 22%
0%
Design of
the Size
Shape
Colour of
the

Important feature
Classification based on satisfaction level of MAGGI

Particulars Total Score Mean Score

Price 226 3.76
Quantity 200 3.33
Brand name 229 3.82
Availability 239 3.98
Flavour 201 3.35
Smell 193 3.22
Packaging 222 3.70
Total
(Source: Primary Data)
Inferences:
The table shows the level of satisfaction with MAGGI. The respondents are more satisfied with the
variable availability with mean score 3.98 and least satisfied with quantity and smell of the product with
mean score 3.33 & 3.22 respectively.

Satisfaction level

4.5
3.98
3.76 3.82 3.7
3.5 3.33 3.35 3.22

2.5

1.5

0.5

Price Quantity Brand name Availability Flavour Smell Packaging

Satisfaction level

Satisfaction of MAGGI with other substitutes in the market

Satisfaction with other substitutes

Particulars No. of Respondents Percentage

Highly Satisfied 2 3%
Satisfied 31 52%
Neutral 15 25%
Dissatisfied 7 12%
Highly Dissatisfied 5 8%
Total 60 100%
(Source: Primary Data)
Inferences:
This table explains, 52% of respondents are satisfied with MAGGI, 3% are highly satisfied, 25% are neutral,
12% of them are dissatisfied and 8% are highly dissatisfied.
Satisfaction with other substitutes

60% 52%
50%
40%
30% 25%
20% 12%
8%
10% 3%
0%
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied

Satisfaction with other substitutes

Classification based on friends/relatives opinion

Friends/relatives opinion

Particulars No. of Respondents Percentage

Strongly Agree 4 7%
Agree 14 23%
Neutral 28 47%
Disagree 9 15%
Strongly Disagree 5 8%
Total 60 100%
(Source: Primary Data)

Inferences:
Out of the total respondents, 3% of respondents strongly agree the statement, 23% agrees it, 47% isneutral
about it, 15% is disagrees it and 8% of them strongly disagree the statement.
Friends/relatives opinion

47%
50%
40% 23%
30% 15%
20% 7% 8%
10%
0%
Strongly Agree Neutral Disagree Strongly
Agree Disagree

Friends/relatives opinion
 Influencing factor for buying MAGGI again and again
Influencing factor

Factors No. of Respondents Percentage

Moderate Price 1 2%
Availability 10 17%
Easy to cook 44 73%
Brand image 5 8%
Total 60 100%
(Source: Primary Data)

Inferences:

From the above table we can understand that 73% of respondents say that influencing factor is easy to
cook,17% with availability, 8% with brand image and only 2% of them with moderate price.

Influencing Factor

73%
80%

60%

40% 17%
8%
20% 2%

0%
Moderate Price Availability Easy to cook Brand image

Influencing factor

Classification based on price of MAGGI

Price of MAGGI

Particulars No. of Respondents Percentage

Very High 0 0%
High 12 20%
Reasonable 45 75%
Low 3 5%
Total 60 100%
(Source: Primary Data)
Inferences:

The above table 75% of respondents opined that the price of nestle maggi noodles is reasonable,
20% ofi them with high price and 5% of them opined that low price.

Price off nestle maggi noodles

75%

80%

60%

40% 20%
5%
0%
20%

0%
Very High Reasonable Low

Price of nestle maggi

CONCLUSION

The present study examined the perception of public in Wayanad towards Maggi Noodles. The study proved
that though the public views Maggi noodles as a junk and fast food, still their preference of maggi noodles is over
other similar brands. Advertisement, design of package and brand familiarity are the driving forces behind the
demand of maggi noodles among these public has been proved in the study.
REFERENCES

1. Begum, M. (2016). Consumer’s Perception towards Maggi Instant Noodles after Its
Relaunch.
Indian journal of research, 5(2), 211-213.
2. Jain A.(2016). A study on Maggi ban and simultaneous launch of patanjali Atta noodles.
TMIMT iInternational Journal.
3. Dr. Gomathi (2016). An Overview of Maggi Noodles on and off The Shelves in India. Indian
journal of research, 5(1).
4. Dr. Ramesh Sardar (2015). Maggi Stews in Lead and MSG pot: Controversy over India’s
favourite instant Noodles Author. Case Studies Journal (online), 4(7).
5. Garg N (2015). Impact of Maggi Row in India. Explore International Research Journal
Consortium, 4(7).
6. Maria Font-i- Furnols, Luis Guerrero (2014). Consumer preference, behaviour and
perception about meat and meat products: An overview. Meat Science, 98(3), 361-371.
7. Kristy L Hawley, Christina A Roberto, Marie A Brogg, Peggy J Liue (2013). The science on
front of package food labels. Public health nutrition, 16(3), 430-439.
8. Justin Paul, Jyoti Rana (2012). Consumer behaviour and purchase intention for organic
food.
Journal of consumer marketing, 29(6), 412-422.
9. Jabir Ali, Sanjeev Kapoor, Janakriraman Moorthy (2010).Buying behaviour of consumers forifood
product in an emerging economy. British Food Journal, 112(2), 109-124.
10. M.E Stiri, T. Hasangholipour, H. Yazdani, H. J. Nejad and H. Rayej (2010). Food
Product Consumer Behaviour: The Role of Packing Elements. Jounal of Applied Sciences, 10(7), 535-
543.