Haldirams Group - Analyzing Consumer Behaviour

Topics: Maggi, Sapporo Ichiban, Koka noodles Pages: 10 (3080 words) Published: August 19, 2012
| 2012|
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Consumer behaviour in maggi noodles|

Submitted By:
Nidhi Sharma
Shubham Jain
Stuti Goel
Sumit Gugnani

Submitted To:
Prof. Ranjita Gupta


Apart from the efforts of me, the success of any project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project.

We would like to show my greatest appreciation to Prof. Ranjita Gupta. We can’t say thank you enough for his tremendous support and help. We feel motivated and encouraged every time We attend her class. Without her encouragement and guidance this project would not have materialized.

Maggi noodles are a brand of instant noodles manufactured by Nestle. The brand is popular in Australia, India, South Africa, Brazil, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Fiji and the Philippines. In several countries, it is also known as "Maggi mee" (mee is Indonesian/Malay/Hokkien for noodles). Maggi noodles are part of the Maggi family, a Nestle brand of instant soups, stocks, and noodles. In Malaysia, there are fried noodles made from Maggi noodles known as Maggi goreng. Maggi noodles recently introduced a new variety of its noodles, to cater for the health conscious like 'No MSG', 'Less Salt', and 'No Trans-fat'. Whole-wheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced in India. In fact, "Maggi" has become a well-known brand for instant noodles in India and Malaysia such as curry and chicken flavored noodle soup. Nestle India Ltd (NIL) offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand. Of these, instant noodles had been NIL's main product category in the culinary segment since the launch of Maggi 2 Minute Noodles (Maggi noodles) in 1982. Over the years, Maggi noodles became a popular snack food product in India. In fact, the word "Maggi" has become a synonymous term for any brand of instant noodles in India and Malaysia. In mid-2008, New Zealand supermarkets introduced replacement formulations for its Beef, Oriental, and Curry flavors. A new feature is an extra sachet containing dehydrated vegetables. Maggi claims the new range contains 88% less total fat and 86% less saturated fat than the average of top-three (unnamed) 2-minute-noodle competitors. The new Maggi range also has considerably lower fat than its own previous formulation. However, the salt content has been increased by 31 percent. Consumers have not reacted well to the new formulations, complaining that they want the original chicken flavor back. Claimed to be "2 minute noodles", The Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready for consumption. Egg, seaweed, boiled vegetables or lemon can also be added to the noodles for a better flavour. Consumer Decision making Process Internal and External Influences of Maggi Noddles Consumer Decision Making Process, this basic psychological process plays an important role in understanding how consumers actually make their buying decision. Marketers must understand every facet of consumer behavior in terms of “who, what, when, where, how and why”. Smart companies like MAGGI try to fully understand the consumer’s buying decision process – all their experiences in learning, choosing and using of the...
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