Analytical Study On Consumer

Behaviour“Maggie Instant Noodle” –A Post

Ban
Scenario
By: Nischal G

Submitted To: Prof. Kiran

 ABSTRACT
This research paper focuses on perception of consumers post ban towards Maggie instant noodles.
Researcher has taken 50 sample size of age group of 15 and above.

The study deals with consumer behaviour towards Maggi in post ban scenario is interlinked with
wellness and health industry as ban was due to hazardous content in the Maggie.

Maggie is an international Brand of instant noodle owned by Nestle since 1947. Maggie instant noodle
penetrated India in 1983. They instantly capture market with an entirely new food category called as
instant noodle. The target consumer was children and mothers. with its 25 years, it has reached 90% of
instant noodle market.

Maggie is the great revenue contributor for Nestle. Suddenly there is a drop in sale due to negative
publicity due all wrong reason like presence of hazardous content which has shaken the trust of
Consumers. Researcher has highlighted the comparative analysis of Maggie consumption in pre and
post ban scenario.
 Introduction
In the world of Digitalization, news spread at very fast phase And if the news are negative, it’s
impossible to stop.

Brands, therefore, are more affected and sensitive to issues, than in any other day and age. Changes
in external environment like government policies, 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 Maggie, the instant noodles brand from food and beverage company
Nestle. One of India’s most trusted brands and perhaps the country’s most favoured 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. The issue arose when Uttar Pradesh
Food Safety and Drug Administration ordered the recall of a batch of 200,000 Maggi noodle packs
and as they found 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 Maggie from their shelf.
With the help of simple analytical tool like graph and tabular form. The study shows those
consumers are ready to buy Maggi after it relaunch in the market provided that they
include healthy ingredient.
 Table 2: Preference For
Instant Noodles
Frequency Percent

Valid Preferred to eat 37 74.0

Not preferred to eat 9 18.0

Don’t Know 4 8.0

Total 50 100.0
 Analysis
The above table show the preferences of consumer regarding instant
noodles. When asked, about their preferences for instant noodles 37
respondent out of 50 respondent prefer to eat as compare to 4
respondent who are not able to answer about the same. however 9
respondent i.e. 18% of the total respondent did not prefer to eat
instant noodles.
 Interpretation
Of the 50 respondent majority of respondent preferred to eat noodle
i.e. 74% of the total population.
Following the graphical representation of the same.
Q) Which of the brand of instant noodle consumed by you ?

Maggie 34 68.0

Patanjali 8 16.0
Yuppie 5 10.0
Sun feast 3 6.0
Total 50 100.0
 Analysis
Table indicates the usage of brand by the respondent for
consumption of Maggie. It has been observed from the table that out
of 50 respondent 34 respondents i.e. 68% of the total population
preferred Maggie over other brands. 8 respondents i.e. 16% of the total
population takes Patanjali brand and only 3 respondents i.e. 6% takes
sun feast.
 Interpretation
Majority of population buy Maggie instant noodle over any other brand
which shows the popularity of Maggie in the market.
 Objective
To study the impact of ban on consumer towards buying decision of
Maggie.
This objective highlights how consumer behaves for buying Maggie due
to its ban.
Q) How often did you consume the product before the ban?
 Analysis
The above table shows the usage of Maggie before its ban.
The frequency of consuming Maggie is more for the respondents who
consume thrice in a week i.e. 15 respondent .
only 1 respondent consume Maggie on a daily basis however 13
respondent i.e. 26% of the total population consume once a week. and
18% of total population consumed once a month.
 Interpretation

It is observed that maximum respondent preferred to consume

3 times a week which shows that frequency of consumption is
high.
Q) Do You Believe Maggi Noodles Contained
Unhealthy Levels of Lead and MSG up until 2015?
 Analysis
The table indicates awareness of harmful ingredient in Maggie before
its ban. It shows how consumer is conscious about the ingredient in
Maggie.
When asked about the presence of unhealthy lead and MSG in Maggie
14 respondent i.e. 28% of the total population knows about it. However
equal number of members are present on the other side of the
agreement.
 Interpretation
it is observed that majority of respondent are not aware about of
presence of unhealthy lead and the same number of respondent i.e.
36% are not sure about the same.
Q) Are you consuming Maggie after
its relaunch?
 Analysis
Below table shows willingness to consume Maggie after its relaunch.
it shows how the consumer react and prefer Maggie post ban situation,
when asked about their willingness to consume after its relaunch, 38
respondent i.e. 76% of the total population ready to use and 12
respondent are not willing to buy after it’s relaunch.
 Interpretation

It has been observed that majority of population still buy Maggie which
conclude that respondent decision making is not much affected due to
ban.
Q) How often did you consume the product after its
comeback?
 Analysis

The above table indicates consumption pattern of respondent after its

relaunch.
It shows how ban has affected their buying decision of Maggie. 25
respondents consume Maggie once a month .11 respondents consume
once a week. Only 2 respondent i.e. 4% of the population consume
thrice a week.
 Interpretation
Comparative analysis shows that frequency of consumption has
reduced after its relaunch. Before ban majority population were
consummating Maggie thrice a week. i.e. 30% of the total population
were of this category however data shows that it has gone down to 4%
after its relaunch.

It means ban has affected consumption frequency of Maggie.

Q) Opinion about taste of Maggi
post launch?
 Analysis

The above table shows the opinion of consumer towards Maggie after
it hit the market again.
It shows the comparative opinion of consumers before and after ban of
Maggie. 44 respondents i.e. 88% of the total population said that the
test of Maggie is same as before there is not much change in test and
quantity of Maggie. However only 12% of the total population said that
taste has changed and become bad as compare to pre ban.
 Interpretation

Majority of population are under belief and said that Maggie taste is
same as before. they believe that ban has not changed the taste and
confidence of consumers.
 CONCLUSION
The above study has highlighted some of the finding which was analysed from the available data
1. Maggie consumption is more amongst the respondent with the age group of 15-25 years as
compare to other age group.
2. Maggie is consider the most preferred instant noodle brand as compared to any other brand of
instant noodles
3. The trend of Maggie consumption is not much affected by ban.
4. Maggi has maintained trust and confidence amongst the consumers even after post ban due to its
quality and taste.
5. At macro level ban has not affected Maggie consumption. Consumers still buy Maggie.
6. At micro level the frequency of consumption has gone down due to ban. Maggie is not being
consumed as before. The choice of Maggie become once a month in post ban period is more as
compare to pre ban which clearly shows that people’s consumption frequency has gone down.