What Is Research?

Research is a systematic inquiry to describe, explain, predict and control the observed phenomenon. Research involves inductive and deductive methods (Babbie, 1998). Inductive methods analyze the observed phenomenon and identify the general principles, structures, or processes underlying the phenomenon observed; deductive methods verify the hypothesized principles through observations. The purposes are different: one is to develop explanations, and the other is to test the validity of the explanations. One thing that we have to pay attention to research is that the heart of the research is not on statistics, but the thinking behind the research. How we really want to find out, how we build arguments about ideas and concepts, and what evidence that we can support to persuade people to accept our arguments. Gall, Borg and Gall (1996) proposed four types of knowledge that research contributed to education as follows: 1. Description: Results of research can describe natural or social phenomenon, such as its form, structure, activity, change over time, relationship to other phenomena. The descriptive function of research relies on instrumentation for measurement and observations. The descriptive research results in our understanding of what happened. It sometimes produces statistical information about aspects of education. 2. Prediction: Prediction research is intended to predict a phenomenon that will occur at time Y from information at an earlier time X. In educational research, researchers have been engaged in:
o

Acquiring knowledge about factors that predict students' success in school and in the world of work

Identifying students who are likely to be unsuccessful so that prevention programs can be instituted.

3. Improvement: This type of research is mainly concerned with the effectiveness of intervention. The research approach include experimental design and evaluation research. 4. Explanation: This type research subsumes the other three: if the researchers are able to explain an educational phenomenon, it means that they can describe, can predict its consequences, and know how to intervene to change those consequences.

What Are The Purposes Of Research?

Patton (1990) pointed out the importance of identifying the purpose in a research process. He classified four types of research based on different purposes: 1. Basic Research: The purpose of this research is to understand and explain, i.e. the research is interested in formulating and testing theoretical construct and propositions that ideally generalize across time and space. This type of research takes the form of a theory that explains the phenomenon under investigation to give its contribution to knowledge. This research is more descriptive in nature exploring what, why and how questions. 2. Applied Research: The purpose of this research is to help people understand the nature of human problems so that human beings can more effectively control their environment. In other words, this type of research pursues potential solutions to human and societal problems. This research is more prescriptive in nature, focusing on how questions. 3. Evaluation Research (summative and formative): Evaluation research studies the processes and outcomes aimed at attempted solution. The purpose of formative research is to improve human intervention within specific conditions, such as activities, time, and groups of people; the purpose of summative evaluation is to judge the effectiveness of a program, policy, or product. 4. Action Research: Action research aims at solving specific problems within a program, organization, or community. Patton (1990) described that design and data collection in action research tend to be more informal, and the people in

the situation are directly involved in gathering information and studying themselves.

What Is The Research Process?

Gall, Borg, and Gall (1996) described the following stages of conducting a research study: 1. Identify a significant research problem: in this stage, find out the research questions that are significant and feasible to study. 2. Prepare a research proposal: a research proposal usually consists of the sections including introductory, literature review, research design, research method, data analysis and protection of human subject section, and timeline. 3. Conduct a pilot study: the purpose is to develop and try out data-collection methods and other procedures. 4. Conduct a main study 5. Prepare a report Gall, Borg, and Gall (1996) also explained that these five stages may overlap or occur in a different order depending the nature of the study. Qualitative studies which involve emergent research design may gather and analyze some data before developing the proposal, or a pilot study can be done before writing a research proposal or not at all.

Steps in Research Process

Anglin, Ross, and Morrison (1995) took a closer look at the stages of identifying a research problem and preparing the research proposal. They advised a sequence of planning steps: Select a Topic Research requires commitment. As a researcher, you want to make sure you are doing something that you have a great interest in doing. Identify the Research Problem Based on your own understanding and interest of the topic, think about what issues can be explored? Sometimes, a research problem cannot be immediately identified. But, through reviewing the existing literature and having continuous discourse with peers and scholars, the research problem will start take its shape. Conduct a Literature Search Reviewing literature has two major purposes: one is to build up the researcher's knowledge base of the topic under exploration for a deeper understanding, and the other is to ensure the significance of the research. The researcher needs to make sure how the research will be able to contribute to the knowledge in the related field compared with the existing research literature. State the Research Question The research problem will evolve during your pursuing knowledge base through reviewing literature and discourse with peers and scholars. To specify what questions your research study want to answer helps to provide the basis of planning other parts of your study, e.g. the research design, the methods for data collection and analysis.

Determine the Research Design In the intention of the research study is to verify a causal relationship between certain variables, use an experimental design; if the intention of the research study is to find out how variables relate to one another, use a correlational design; if the intention of the research study is to describe and understand a particular social condition/pattern and meaning of a social experience, conduct a qualitative study. Determine Methods Three major elements in the research study need to be considered: participants, materials, and instruments.

Participants: It concerns whom to study. For experimental studies, the researcher needs to consider statistical sampling to make sure that sample is representative of the population, e.g. techniques of random sampling and stratified sampling. For qualitative research, purposeful sampling is the major principle. The selection of individuals, groups, or cases depends on how the characteristics, or properties of the individuals, groups, or cases will best inform the researcher with the focus of what is under investigation.

Materials

and

Instrumentation:

For

experimental

research,

operationalization of the variables is the focus, i.e. what are different treatment conditions, and how to measure the dependent variables. The researcher has to consider issues about the reliability (the consistency of the test), and validity (whether the test is testing what is meant to test) of the measurement. The design of the experimental conditions has taken the threats of the internal and external validity into account. The researcher wants to make sure that the establishing of the causal relationship is not influenced by other factors than the controlling factors, and the researcher needs to consider to what extent the results of the research can be generalized to the population beyond the sample under study. For qualitative research, the issues are the sources of data, where the

researcher can find the information and what methods the researcher can use to get the information. Qualitative research usually focuses on the verbal information gathered from the interviews, observations, documents or cultural artifacts. The very distinctive feature about the qualitative research is that the researcher is part of the instrument. The recognition of this researcher's subjective interpretation of the information yields the process of triangulation, which emphasizes use of multiple sources, methods, investigators, and theories to ensure the credibility of the research.

Procedures: A procedural planning of how to get approval from IRB, how to get entry to research participants or to the field, how to implement the experimental treatment or to schedule observations and interviews, and how to prepare for write-up. A general outline of the process and a timeline will facilitate the research progress.

Identify Analysis Procedures Different research questions and different research designs entail different analysis method to take. Experimental design employs statistical analysis to give statistical descriptions of the groups in terms of different independent variables and dependent variables, and to determine the significance of the differences whether the dependent variables are caused by the independent variables. On the other hand, qualitative design employs semantic analysis to identify themes, categories, processes, and patterns of an observed phenomenon, and provides rich descriptions of the phenomenon in order to develop a deeper understanding of human systems.

COMPANY PROFILE Introduction to Nestle:

Nestl S.A. is among the largest consumer packaged goods companies in the world, founded and headquartered in Vevey, Switzerland. Nestl originated in a 1905 merger of the Anglo-Swiss Milk Company, which was established in 1866 by brothers George Page and Charles Page, and the Farine Lacte Henri Nestl Company, which was founded in 1866 by Henri Nestl, whose name meant "Little Nest". The company grew significantly during the First World War and following the Second World War, eventually expanding its offerings beyond its early condensed milk and infant formula products. Today, the company operates in 86 countries around the world and employs nearly 283,000 people. HISTORY OF NESTLE: The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestl. In the succeeding decades the two competing enterprises aggressively expanded their businesses throughout Europe and the United States. In August of 1867 Charles A. and George Page, two American brothers from Lee County, IL, established the Anglo-Swiss Condensed Milk Company in Cham. Their first British operation was opened at Chippenham, Wiltshire in 1873. In September 1867, in Vevey, Henri Nestl developed a milk-based baby food and soon began marketing it. Henri Nestl retired in 1875, but the company, under new ownership, retained his name as Farine Lacte Henri Nestl.

 PRODUCTS OF NESTLE: Nestl has 6,000 brands, with a wide range of products across a number of markets including coffee (Nescaf), bottled water, other beverages (including Aero (chocolate) & Skinny Cow), chocolate, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food. EARNINGS OF NESTLE: In 2009, consolidated sales were CHF 107.6 billion and net profit was CHF 10.43 billion. Research and development investment was CHF 2.02 billion.

Sales by activity breakdown: 27% from drinks, 26% from dairy and food

products, 18% from ready-prepared dishes and ready-cooked dishes, 12% from chocolate, 11% from pet products, 6% from pharmaceutical products and 2% from baby milks.

Sales by geographic area breakdown: 32% from Europe, 31% from

Americas (26% from US), 16% from Asia, 21% from rest of the world.

JOINT VENTURES: Nestl holds 26.4% of the shares of LOreal, the world's largest company in cosmetics and beauty. The Laboratories Inneov is a joint venture in nutritional cosmetics between Nestl and LOreal, and Galderma a joint venture in dermatology with LOreal. Others include Cereal Partners Worldwide with General Mills, Beverage Partners Worldwide with Coca-Cola, and Dairy Partners Americas with Fonterra.

Introduction
The industrial revolution in Switzerland in the late 1800s created factory jobs for women, who were therefore left with very little time to prepare meals. This wide spread problem grew to be an object of intense study by the Swiss Public Welfare Society. As a part of its activities, the Society asked Julius Maggi miller to create a vegetable food product that would be quick to prepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, Julius Michael Johannes Maggi was the oldest son of an immigrant from Italy who took Swiss citizenship. Julius Maggi became a miller and took on the reputation as an inventive and capable businessman. In 1863, Julius Maggi came up with a formula to bring added taste to meals. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups and a bean soup - the first launch of the Maggi brand of instant foods in 1882 - 83. Towards the end of the century, Maggi & Company was producing not just powdered soups, but bouillon cubes, sauces and other flavourings. The Maggi Company merged with Nestl in 1947. Today, Maggi is a leading culinary brand and part of the NESTL family of fine foods and beverages. Under the Maggi brand, which is today known worldwide for quality and innovation, Nestle offers a whole range of products, such as packaged soups, frozen meals, prepared sauces and flavourings.

MAGGI INDIA:
Nestle India Limited is the market leader in Indian Noodle Market with its Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India. Though NIL tried to extend to other

ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Maggi Brand of products sustained recession in 2000 and 2001 in India by introducing economy packets.

To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made different attempts by introducing new formulation to new taste but customers resisted change and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodle had till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be health and Wellness Company Maggi repositioned it as health and taste food products. NIL has also introduced with taste and product line in Sauces and Soup Market under Maggi to catch new segment, revitalize brand, compete with other producers and fulfill expectation of customers. In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market share in 2005 in 1.8 billion market of India. Knorr has taken over Maggi in Soup market recently. In 2005 Maggi was the highest spender in the Promotion and Sales in the Indian Market in the Noodles Category. Maggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and

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Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants

MAGGI TODAY:
The year 2003 saw India leading in worldwide Maggi sales. The brand has grown to an estimated value of Rs 160-170 crore and contributes at least 8 9% to Nestle Indias top line. All the same, some FMCG analysts feel that the brand has not done much to expand the noodles category. Even after 20 years of its launch, the size of the instant noodles market is yet quite small at Rs 200 crore. But yes, the parent company, Nestle India Limited has certainly encouraged the brand to enter into other culinary products. Carlo Donati told a leading newspaper that he wants to sell two and a half times of what he is selling today, in the next 10 years. Of course, being a first-mover - or even a market dominator - counts for nothing if marketers let their guard down. Maggi noodles, which built itself on the taste-andconvenience platform through the 80s and early 90s, started facing the heat from Indo Nissins Top Ramen brand around 1995. The latter began pushing forward aggressively on a combination of taste variants, smart audience segmentation and Shahrukh Khans brand endorsement. Nestle promptly re-jigged its offering with a new taste - which didnt go down well with the consumer. In 1999, Maggi was relaunched with its original taste, and sustained efforts saw the brand reclaiming lost ground. Since then, the brand has been innovating constantly to keep share. Maggi adapted to local tastes and withstood competition over the years and has continuously sensitised itself to the evolving Indian consumer, says Martial Rolland, chairman and managing director, Nestle India.

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PRODUCTS OF MAGGI
NOODLES:
MAGGI 2 MINUTE NOODLES: MAGGI 2-Minute Noodles is one of the largest and most loved food brands that defines Instant Noodles in India.Continuing to spread joy as it has done for the last 25 years, your favorite MAGGI Noodles is as tasty as ever and even provides essential nutrients for all stage of your life. With the goodness of Protein and Calcium, MAGGI Noodles is available in 4 delectable flavors Masala, Chicken, Curry. Tomato and

MAGGI VEGETABLE ATTA NOODLES: An offering that exemplifies Taste Bhi Health Bhi, MAGGI Vegetable Atta Noodles is tasty because it is loaded with everyones favourite MAGGI Masala and healthy because it now has more real vegetables and is packed with the power of fiber.

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MAGGI CUPPA MANIA: Each offering of MAGGI Noodles has been developed keeping in mind the Indian palate and what you like. Since in todays fast-paced busy life, multitasking is a reality, you need something that fits with your rushed lifestyle a product which is tasty and healthy, is convenient to prepare and eat and also satiates your hunger . MAGGI Cuppa Mania is a combination of all the above! In an easy to carry on-the-go Cup format, MAGGI Cuppa Mania comes in two mouth watering variants Masala Yo! And Chilly Chow Yo! Packed with real vegetables and the goodness of Calcium, just add garam paani* to the Noodles and voila! A cupful of delicious MAGGI Cuppa Mania is ready for you to carry on jaani!

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SOUPS:

MAGGI HEALTHY SOUPS: MAGGI was the pioneer of Instant Soups in India.

The new MAGGI Healthy Soups have been carefully prepared through the Research and Development efforts of Nestl Group and are even more delicious, quick to prepare, convenient and healthy. Taste Bhi, Health Bhi!.

MAGGI Healthy Soups contain real vegetables, are low fat, low cholesterol and free from synthetic colours and added MSG.

These superior healthy soups are now available in an enhanced range of 12 delicious variants:

Healthy Style
Rich Tomato Mixed Vegetable Creamy Chicken Masala Noodles

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Chinese Style
Hot & Sour Vegetable Sweet Corn Vegetable Sweet Corn Chicken Oriental Thai Noodles

Chef Style
Cream of Mushroom Tangy Tomato Vegetable Sweet n Sour Tomato Noodles Palak Corn

SANJEENI MAGGI HEALTHY CUP: Traditional recipes for good health, made with ingredients time-tested for their goodness, like Amla, Spinach, Dal and tomato. Available in an easy to use cup-just add hot water and treat yourself to a cup foll of good life.

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SAUCES:
MAGGI SACES: MAGGI Sauces have been an integral part of the Indian consumers' household for decades now. To cater to the diverse Indian palate, MAGGI has a host of variants like: The quintessential Rich Tomato Ketchup and Rich Tomato Sauce. The unique Hot & Sweet Tomato Chilli Sauce and Oriental Chilli Garlic sauce. The Indian style Tomato Chatpat Sauce Lipsmacking tastes and vibrant packaging make MAGGI Sauces true to its slogan - It's different!

MAGGI PICHKOO: Pichkoo is a small doy pack which makes MAGGI Tomato ketchup affordable to a host of new consumers. And now, MAGGI makes the delight "Bigger' by introducing a Bada Pichkoo. A large Tomato Ketchup doy pack which ensures that the fun goes on and on. It's endearing name, packaging and great taste evoke a resounding reaction. "New MAGGI Pichkoo - It's different!"

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PASTA:
MAGGI PAZZTA: To further delight the consumer, MAGGI now launches another range of products for tasty and healthy eating NUTRI-LICIOUS PAZZTA. This quick cooking pasta can be conveniently prepared in just 5 minutes, at any time of the day that you want a tasty and healthy light meal. MAGGI NUTRI-LICIOUS PAZZTA is made from 100% Suji, and is a source of Protein and Fibre. It has being launched in two delicious flavours Masala Penne and Cheese Macaroni.

COOKING AIDS:
MAGGI MAGIC CUBES: MAGGI Magic Cubes enhance the taste of your everyday dish, making it a special for the entire family. Available in two variants Vegetarian Masala & Chicken MAGGI Magic Cubes are an ideal seasoning for a variety of dishes such as Veg Biryani, Chicken Biryani, Chicken Curry etc. And its so easy to use!

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MAGGI BHUNA MASALA: MAGGI is revolutionizing the Indian kitchen with its latest offering MAGGI Bhuna Masala. It is any mothers ally for conveniently cooking great tasting, wholesome food for the family everyday. Based on intensive research and in-depth understanding of Indian food habits and cooking practices, MAGGI Bhuna Masala allows the housewife to prepare a large variety of tasty dishes without the hassle of chopping and frying. The dishes retain that special touch of the housewife as she adds her own spices.. Standing strong on its promise of Taste Bhi, Health Bhi, MAGGI Bhuna Masala comes with "no added preservatives", "contains only 1 tbsp* of oil" and "tastes just like homemade." Gives you a perfect dish in three simple steps:

Open the pack & pour contents in the pan Add vegetables/paneer/chicken/rajma etc. Add spices and cook

MAGGI Kitchen Secrets Bhuna Masala comes in two variants:-

Bhuna Masala for Gravy Dishes- a ready- mix of Onion, Tomato, Ginger and Garlic fried in refined oil. (Use it to make tasty dishes like Zaikedaar Chicken, Rajma, Kolhapuri Mutton, Aloo Potol etc.)

Bhuna Masala for Vegetables and Dal- a ready- mix of Onion and Tomato, fried in refined oil. (Use it to make tasty dishes like Palak corn, Dal Tadka, Bhindi Masala, Urlai Roast etc.)

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MAGGI COCONUT MILK PRODUCT:

With MAGGI Coconut Milk Powder you can make rich coconut milk quickly and conveniently by simply adding warm water. It is manufactured from the best Sri Lankan coconuts. Easy to use and ideal for curries, rice preparations, cakes, cookies and blender drinks. MAGGI Coconut Milk Powder gives you the taste of real coconuts and has no added preservatives.

MAGGI PIZZA MAZZA:

Now you do not need to order pizzas from outside and wait for 30 minutes. With MAGGI Pizza Mazza you can prepare delicious pizzas within minutes. You can also have the mazza of the pizza on other items like naans, footlongs and of course the most easily available of them all bread slices. Available in a 300 gm jar, each bottle is good for 5 pizza bases.

MAGGI MASALA AE MAGGI:

The first ever fortified taste enhancer that can be used across different cuisines in India. It is not a simple masala, but is unique in that it efficiently enhances the taste inherent in the food ingredients already present. It is specifically fortified with Iron, Vitamin A & Iodine that are known to be widespread deficiencies in India.

Everyday food now becomes delicious & healthier in 2 simple steps:

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Cook Dish as you normally do Add 1 sachet 2-3 minutes before taking off the flame and stir well.

BRAND PRISM OF MAGGI

BRAND PRISM OF MAGGI

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SWOT ANALYSIS OF MAGGI BRAND

The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand in Indian market. The Brand was found to be a leader in its category of Noodles, with strong customer loyalty. Intensive distribution of Maggi as a Brand was seen in urban areas of the country. The major threats of the brand as shown in the figure below indicates that Maggi has made several attempts to revamp itself as a Healthy Product but till date its perseverance towards the tag line is low by the consumers. The brand is in the growth stage of product life cycle with a strong inclination towards the maturity stage.

STRENGTH Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of Indian consumer Innovative Product

WEAKNESS Product are dependent on each other Not so much presence in rural market

SWOT ANALYSIS

OPPORTUNITY Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer towards Chinese food and fast food. Can foray into other food markets with its strong Brand name

THREAT Price war with competitors. Strong presence of regional competitors Consumers dont perceive it as a Healthy Product

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STPD ANALYSIS OF MAGGI BRAND

Segmentation: Market Segmentation divides the heterogenous market into
homogenous groups of customers who share a similar set of needs/wants and could be satisfied by specific products. Maggi Brand have segmented the market on the basis of lifestyle and habits of URBAN FAMILIES.

Target: Market Targeting refers to evaluating and deciding from amongst the
various alternatives, which segment can be satisfied best by the company. The Maggi Brand have mainly targeted the Kids, Youth, Office Goers & Working Woman which falls into the category of convenience-savvy time misers who would like to get something instant and be over with it quickly.

Positioning: Market Positioning is the act of designing the companys offerings and
image to occupy a distinctive place in the minds of the target market. The goal of positioning is to locate the brand in the minds of consumers to maximise the potential benefit to the firm. Maggi has positioned itself in the SNACKS category and not in the meal category since Indians do not consider noodles as a proper food item. Therefore Maggi have developed its brand image of instant food products with positioning statements such as 2 minutes noodles and Easy to cook, good to eat.

Differentiations: Points-of-difference (PODs) are attributes or benefits consumers

strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand. The Maggi Brand have also differentiated its brand image from its competitors in terms of taste, flavours and packaging. Maggi have launched wide varieties of products in different flavours which can attract larger set of customers. Maggi products are also available in different sizes catering to different customer needs.

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OBJECTIVES & RESEARCH METHODOLOGY

Qualitative method will be used in the study. Qualitative method strives on understanding data through giving emphasis on determining people words and actions. This project titled as mentioned involves the study of research methodology on Nestle Maggi is completed by collecting data from the below mentioned two sources-

Sources of Data collection

Primary source

The primary data used in this report include the questionnaire in which the consumer/customer data is collected regarding their views towards nestle maggi.

Secondary source

This will include data collection from various websites and books. It also includes data from company and other referral sites and sources.

HYPOTHESIS DONE FOR MAGGI NOODLES

Quick food styles are catching up fast because of more number of working couples, domestic fuel crisis, non availability of reliable domestic servants and breaking up of joint family system. Neither time nor patience to prepare the

ingredients and wholesome food in the house itself, the high price of ingredients and ready mix are also a significant factor responsible for the spectacular increase in the demand for maggi noodles products.

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

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

3. There is no significant relationship between preference for more new varieties and Purchase decision.

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

FINDINGS

1. 32 percent of the respondents prefer maggi 2-minute noodles.

2. Vast majority (85 percent) of the respondents have tasted all brands of nestle Maggi noodles.

3.72 percent of the respondents purchase nestle maggi noodles for its quality with low price.

4.60 percent of the respondents purchase nestle maggi noodles whenever needed.

5. Television advertisements are a major factor in purchase decision compared to other Medias.

6. The foremost influencer in purchase decision of the respondents is children.

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7. 60 percent of the respondents were expecting new varieties of maggi noodles from Nestle.

8. 38 percent of the respondents wanted a change in the quantity of present brands. The respondents want small quantity packets.

9. 50 percent of the respondents feel that the advertisements are good.

10. 44 percent of the respondents feel that prices are cheap.

11. 49 percent of the respondents are moderately satisfied with the quality of nestle Maggi noodles.

12. Majority (68 percent) of the respondents consider that the packing is attractive.

13. Higher percentage (60) of the respondents is awareness on contents/ ingredients

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ANALYSIS & INTERPRETATION

Q 2. What comes first in your mind when you hear the word MAGGI?

Noodle Fast food Snacks None of these

35 10 5 0

40 35 30 25 20 15 10 5 0 noodles fast food snacks none of these

Interpretation

Out of 50 around 35 agreed that when they hear the word MAGGI first noodles comes in their mind & 10% said fast food & other said snacks.

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Q 3. What is the brand that comes to your mind when we say the word noodles?

Maggi Top ramen Wai wai noodles Anil noodles

38 10 2 0

50 40 30 20 10 0 maggi top ramen wai wai noodle anil noodle

Interpretation

Out of 50 approx 38 % of people said when they talk about noodle maggie comes first in their mind & 10% said top ramen noodle comes in their mind & other said wai wai noodle.

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Q 4. Rank the following Maggi products w.r.t frequency of purchase with being the highest rank

Noodles Ketchup Soup pickles cubes

1 rank 2 rank 4 rank 5 rank 3 rank

Interpretation

No of customer given rank 1 to the noodles in purchase of maggi product, rank 2 to the ketchup, rank 3 to the cubes, rank 4 to the soup & rank 5 to pickles in purchase of maggi product.

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Q 5. With what product would you associate the brand Maggi?

Ketchup Noodles Soup Masala

12% 75% 10% 3%

ketchup noodle soup masala

Interpretation

75% of consumer associate the noodle with brand maggi, 12% consumer associate the ketchup, 10% consumer associate with soup & 3% associate the masala with brand maggi.

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Q 6. On a scale of 1 to 5 rate Maggi on the following parameters

Taste Hygiene/purty Variety/flavor Availability packaging

5 4 3 5 4

6 5 4 3 2 1 0 taste

hygiene

variety

availability

packaging

Interpretation

From the scale 1 to 5 the consumers gave 5(highest rate) to the taste & avalability, 4 rate to the hygiene/purity & packaging & 3(lower rate) to the variety & flavour. So the company need to introduce maggi in different variety & flavour.

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Q 7. Rank the categories which Maggi should look in future in order of your importance:

Chocolate Salted potato chips Fruit juice Processed foods others

7 15 3 20 5

chocolate potato chips fruit juice processed food other

Interpretation

Here the consumer ranked the maggi should look in future in order their importance & 20% of people said it should be in prcessed food, 15% of people said it should be in salted potato chips, 7% said it should be in chocolate , 3% in fruit juce & remaining said others. So company should take the action to fulfill the consumer demand according to their importance.

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Q 8. How do you rate Maggi brand in terms of following parameters.

Expertise Trustworthiness Liability None of these

4 5 3 1

6 5 4 3 2 1 0 expertise trustworthiness liability none of these

Interpretation The consumer rate the maggi in the parameters expertise, trustworthiness, liability, none of these.they gave 5(highest) to the trustworthiness, 4 to expertise, 3 to liability & 1(lowest) to the other factores.

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Q 9. How do you perceive Maggi products? Good to health Ready to eat Junk food Tasty/fun eating 15 25 3 7

tasty/fun eating junk food ready to eat good to health 0 5 10 15 20 25

Interpretation 25% of people percieve the maggi product ready to eat, 155 of people percieve good to health, 7% of people percieve it as junk food & 3% percieve it as tasty/fun eating.

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Q 10. Which Maggi products in noodles category do you regularly buy? (Repositioning Awareness) Maggi masala Maggi vegetable atta noodle Maggi dal atta noodle Maggi rice noodle mania others 25 10 5 8 2

30 25 20 15 10 5 0 maggi masala maggi vegetable maggi dal atta atta maggi rice others

Interpretation Out of 50 half of consumer consume maggi masala, 10 consumer consume maggi vegetable atta noodle, 8 consume maggi rice noodle mania, 5 consumer consume dal atta noodle& remaninig consume other. So the marketing & sale of maggi masala noodle is more as compared to other maggi noodle.

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Q 11. Do you perceive maggi noodles as a healthy product? Yes No 35 15

yes no

Interpretation Out of 100% , 75% of consumers agreed that maggi noodles is a healty product & 25% of consumers said that maggie noodle is not a healthy product.

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CONCLUSION & RECOMENDATIONS

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 than 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 didnt 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, Maggis competitor TopRamen took advantage of the situation and started a parallel aggressive campaign to eat into Maggis 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 The year 2008 saw India leading in world wide Maggi sales. The brand has grown to an estimated value of Rs 160-170 crore and contributes at least 8 9% to Nestle Indias top line. All the same, some FMCG analysts feel that the brand has not done much to expand the noodles category. Even after 25 years of its launch, the size of the instant noodles market is yet quite small at Rs 300 crore. But yes, the parent company, Nestle India Limited has certainly encouraged the brand to enter into other culinary products.

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RECOMMENDATION:

Foray into the other food products like chips, chocolates etc. under its sole brand name Maggi as Maggi is a brand in itself which has been well recognized by the masses. Maggi should Focus on creating a product that do not need any cooking. It should conduct promotional campaigns at schools in small towns with population not more than 1000 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

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ANNEXURE QUESTIONNARIE
Q 1. What product would you associate with the tag line mentioned below? Its different. Dont be a noodle, be a snoodle 2 minute noodles/bas 2 minute Jitna tasty, utna healthy Mummy bhook lagi h Try it with a twist.. Hearty soup 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 Wai Wai Noodles Anil Noodles

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Q 4. Rank the following Maggi products w.r.t frequenct of purchase with being the highest rank Noodles ______ Ketchup ______ Soup _____ Pickles _____ Cubes _____

Q 5. With what product would you associate the brand Maggi? Ketchup Noodles Soup Masala

Q 6. On a scale of 1 to 5 rate Maggi on the following parameters Taste ____ Hygiene /Purity ____ Variety/Flavors ____ Availability ____ Packaging ____

Q 7. Rank the categories which Maggi should look in future in order of your importance: Chocolates _____ Salted potato chips ____ Fruit juices ____ Processed foods(ready to use pastes and masalas) ____

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 Others(please mention) ________________

Q 8. How do you rate Maggi brand in terms of following parameters Q 9. How do you perceive Maggi products? Good to health Ready to eat Junk food Tasty/fun eating Q 10. Which Maggi products in noodles category do you regularly buy? (Repositioning Awareness) Maggi masala Maggi vegetable atta noodles Maggi dal atta noodles Maggi rice noodle mania Others Q 11. Do you perceive maggi noodles as a healthy product? Yes No

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BIBLIOGRAPHY

BOOKS: GUPTA C.B., Marketing Management, Sultan Chand & Sons, 2004. CHABRA T.N. & GROVER S.K., Marketing Management, Dhanpat Rrai &Co.,2010.

WEB SITES: http://www.scribd.com/doc/19730142/MAGGI-2 http://www.scribd.com/doc/36716132/21954079-Maggi-Project-Final http://www.scribd.com/doc/13487983/The-Maggi-Brand-in-India-CaseAnalysis http://en.wikipedia.org/wiki/Nestle http://en.wikipedia.org/wiki/Maggi http://en.wikipedia.org/wiki/Fast-moving_consumer_goods

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