PREFACE

The research studies are of a great help in enhancing the knowledge of a person. Practical knowledge is a suffix to theoretical knowledge. Classroom lecturers clarify the fundamental. But classroom lectures must be correlated with the practical research situation. It is in this sense that the research project is made compulsory for the curriculum and has a significant role to play in the field of business management. Through this type of project one can understand the application of theory into practical. In this project I have put a lot of effort to make it a success. If any findings & recommendations go in any way to prove some new ground in helping the marketing strategy of eth FMCGs, I shall deem my efforts have duly served the purpose. In the forthcoming pages an attempt has been made to present report covering different aspects of my project.

INDEX
CONTENTS OF THE TOPIC
SR. NO. 1. CONTENTS OF THE TOPIC PAGE NO.

CHAPTER 1:
INTRODUCTION

(a) (b) 2.

INTRODUCTION TO INDUSTRY INTRODUCTION TO COMPANY

CHAPTER 2:
LITERATURE REVIEW

3.

CHAPTER 3:
RESEARCH METHODOLOGY

4.

CHAPTER 4:
ANALYSIS & INTERPRETATION

5.

CHAPTER 5:
FINDINGS & CONCLUSION

6. 7.

BIBLIOGRAPHY ANNEXURE

CHAPTER- 1 INTRODUCTION TO INDUSTRY

Fast Moving Consumer Goods (FMCG) are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. FMCG products are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products.

White goods in FMCG refer to household electronic items such as Refrigerators, [Link], Music Systems, etc. In 2005, the Rs. 48,000-crore FMCG segment was one of the fast growing industries in India. According to the AC Nielsen India study, the industry grew 5.3% in value between 2004 and 2005. FMCG INDUSTRY FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. Common FMCG products Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

Leading FMCG companies Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc. Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by

Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands. ANALYSIS OF FMCG SECTOR
Strengths:

1. Low operational costs 2. Presence of established distribution networks in both urban and rural areas 3. Presence of well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels 3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.
Opportunities:

1. Untapped rural market 2. Rising income levels, i.e. increase in purchasing power of consumers 3. Large domestic market- a population of over one billion. 4. Export potential 5. High consumer goods spending

Threats :

1. Removal of import restrictions resulting in replacing of domestic brands 2. Slowdown in rural demand. existing standards of the Indian milk industry at that period. The first production unit was launched in Punjab.

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INTRODUCTION TO COMPANY Nestl Company had started off from a single man's idea, and developed into a giant corporation. In 1866 Henri Nestl, a pharmacist, developed a milk food formula for infants who were unable to tolerate their mother milk ([Link]). His product became a success, and it created a demand throughout Europe. As Nestls popularity grew more businesses wanted to merge and become partners with Henri Nestl's business. From 1866 to 1947 the Nestl Company had gone through several name changes. In 1905, Anglo-Swiss Condensed Milk Co. and Farine Lactee Henri Nestl merged, and the companys name became Nestl & Anglo-Swiss Condensed Milk Co. Then in 1929, Peter-Cailler-Kohler Chocolats Suisses S.A. merged with the company. The name was then changed to Nestl & Anglo-Swiss Holding Co. Ltd, on November 27, 1936. In December 1947, Co. acquired all the shares capital of the Alimentana S.A. company in exchange for fifteen Nestl shares and fifteen Unilac shares for each of Alimentana S.A. share, so this point the name was at Nestl Alimentana S.A. And then finally, the last name change that the company would endure was in 1977, where it adopted the name Nestl SA (Mergent Online). Along the way Nestls company remain successful, which allowed them expand to new region and territories throughout the world, making them the worlds biggest food and beverage company. Nestls headquarters are located in Vevey, Switzerland, but the Nestl Company has factories or operation in almost ever country in the world. Since the Nestl case was published in 1998, it stated that Nestl

11

had employed 230,000 people worldwide, with $71.7 billion in sales (Rodgers, 2000). Now moving forward to 2003, Nestl has increased the amount of employees to 253,000 people, with $88 billion in sales ([Link]). Nestl is increasing the size of their company year by year. In addition, to the increase in the size of the Nestl Company; Nestl also has increased the variety in the different products they offer. In Nestls business strategy they encourage product growth through innovation and renovation ([Link]). This strategy has allowed Nestl to develop many different products in the various fields: baby foods, dairy products, breakfast cereals, ice creams, chocolates and confectionery, prepared foods, beverages, food services, bottled water, and pet care. This brings us to the main focus of our case analysis, the dairy division, and the yogurt product LC1 that lies within that division. Nestls relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. NESTLE INDIA Nestl India is a subsidiary of Nestl S.A. of Switzerland. With seven factories and a large number of co-packers, Nestl India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every

12

strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'. FACTS ABOUT NESTLE INDIA Nestle India Limited has grown over the years into the most desired brand in the food and beverage sector in India. The company has succeeded in meeting the expectations of the Indian government in bringing a marked change in the milk industry through its suggestion on latest dairy farming techniques and upkeep of cows to improve the milk yield. Nestle India Limited gave directions to the farmers in incorporating the advanced technological methods with regard to crop maintenance and irrigation. The company proposed the set up of centers that not only catered to the storing and selling of milk, but also maintained contacts with the farmers.

MANUFACTURING UNITS OF NESTLE INDIA Nestle India Limited initiated its workings in India with the Moga unit in Punjab in 1961; succeeded by the Choladi unit located in the state of Tamil Nadu. The Moga unit dealt entirely with the proper management of dairy products whereas the Choladi unit diverted its interests to the tea industry. The main purpose behind the set up of Choladi unit was to treat the tea crop to produce soluble tea. Nestle India Limited is also the proud of owner of Nanjangud unit in Karnataka; Samalkha unit in Haryana; Ponda and Bicholim units in Goa; and Pant Nagar unit in Uttarakhand.

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PRODUCTS OF NESTLE INDIA Nestle India Limited has spread its wings to significant areas within the food and beverage industry. It has various products like chocolates, infant food, confectionery, prepared dishes and so on. The company produces delicious chocolates of varied tastes, quality, make, and ingredients to allure the taste buds to the level of indulgence with such widely known chocolates as Milky Bar and Kit Kat, which differ in their hues. The beverage section offers refreshing Nescafe, and health drinks such as Milo, Nestle Milk and the mouth-watering condensed milk, known as Milkmaid. Maggi noodles, Nestle Jeera Raita fall under the category of prepared dishes, whereas the latest additions of Nestle India like Nestle Fresh "n" Natural Dahi and Nestle Slim Milk have won million hearts with their exquisite flavors.

INTRODUCTION TO TOPIC Maggi pasta is a brand of instant pasta manufactured by Nestl. The brand is popular in India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. Maggi pasta are part of the Maggi family, a Nestl brand of instant noodles, soups, stocks, etc. 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

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and Fibre. It is being launched in two delicious flavours Masala Penne andCheese Macaroni. Nestle India, a subsidiary of Nestl SA of Switzerland has added one more feather in its leading umbrella brand MAGGI with the launch of new range of products quick cooking pasta MAGGI Nutri-Licious Pazzta. The newly launched product is a healthy light meal made from 100 per cent Suji, conveniently prepared in five minutes. MAGGI Nutri-Licious Pazzta is available in two delicious flavours including Masala Penne and Cheese Macaroni, at a price of Rs 12 and Rs 15respectively. PRODUCTS OF MAGGI Maggi 2-Minute Noodles Maggi Vegetables Atta Noodles Maggi Cuppa Mania Maggi Healthy Soups Maggi Masala-ae-Magic Maggi Sauces Maggi Pichkoo Maggi Pizzza Mazza Maggi Magic Cubes Maggi Bhuna Masala Maggi Coconut Milk Maggi Pazzta, Maggi Sanjeevani Cup Soup

15

The Brand, its Positioning and Equity Nestle India Ltd. was first company to launch noodles in the Indian market in the early 1980's. Nestle wanted to explore the potential for such an instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India. Now it enjoys around 50% market share in this segment which is valued at around 250 crores. Initially Nestle tried to position the Maggie in the platform of convenience targeting the working women. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. But it found that the sales are not picking up despite heavy promotion .Research then showed that Kids were the largest consumers of the brand. Realizing this, Nestle India Ltd. shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. Nestle India Ltd. aggressively promoted Maggi with taglines such as Mummy Bhook Lagi, Bas 2Minute, Fast to cook, good to eat and through several schemes of free samples, gifts on return of empty packs, etc. Later was observed that people of all age group started liking Maggi. Over the years, Nestle India Ltd. extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others. In 2005, Nestle India Ltd. started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.

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The tag lines such as Fast to Cook Good to Eat, 2- minute noodles and Taste Bhi, Health Bhi are the strong brand elements of Maggi which have helped in building brand equity. Gradually the company built upon the success of Maggie and launched various products such as pasta etc. The Branding Strategy Maggi also used the branding strategy by leveraging the success of the noodles to other food products like sauces, tastemakers, soups etc. Nestle India Ltd. launched several new products under Maggi brand, in an effort to leverage on the popularity of the brand among consumers. With the launch of Maggi soups, Nestle India Ltd. had become a pioneer in the organized packaged soup market in India. Maggi sauces are another success story as Maggi has a market share of 45% in the 180 crores ketchup market in India. Maggileveraged the brand equity very effectively. The product quality was good and the communication was excellent. The brand was positioned as a "Different" sauce with the baseline Its different".

Brand Extensions 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. Maggi has both good and bad experiences of brand extension.

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Extended products such as Maggi Sauces and Maggi Soups were successful in the market whereas the macaroni and pickles didnt pick up as expected. Maggi Macaroni was directly positioned against Maggi Noodles in the market cannibalizing the parent brand and eating its market share. Therefore, Nestle India Ltd. eventually withdrew Maggi Macaroni form the market. The preference for pickles varied from region to region in the country, and the consumers were generally not loyal to branded pickles. Therefore Maggi pickles had been performing badly in the market so, Nestle India Ltd. also discontinued Maggi Pickles. The soups and sauces did somewhat fine, gathering considerable sales volumes and have a satisfactory presence even today. Nestle India Ltd. had failed to extend the Maggi brand systematically. Nestle India Ltd. had even been unable to sustain the popularity and sales of its flagship product, Maggi Noodles, let alone achieve successful product extensions.

The Competitors At that time when Maggi Noodles were first launched in India, there was no direct competition. The first competition came from the ready-to-eat snack segment which included snacks like samosas, biscuits or maybe peanuts, that were usually the bought out type. The second competition came from the homemade snacks like pakoras or sandwiches. So there were no specific buy and make snack. Moreover both competitors had certain drawbacks in comparison. Snacks like samosas are usually bought out, and outside food is generally considered unhygienic and unhealthy. The other competitor,

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home made snacks overcame both these problems but had the disadvantage of extended preparation time at home. Maggi was positioned as the only hygienic home made snack. Maggi Noodles, which built itself on the taste-and-convenience platform through the 80s and early 90s, started facing the heat from Indo Nissins Top Ramen brand during 90s. Top Ramen managed to get a 25% market share by the mid-1990s. Maggi Noodles also faced competition from its own product i.e. Maggi Macaroni. Another player in the instant noodles segment was Wai Wai brand of noodles owned by Chaudhary Group, a Nepalese conglomerate. Maggi Noodles also faced competition form ITCs Sunfeast Pasta Treat, a ready-to-eat pasta product which was cooked in more or less the same way as Maggi Noodles. Strategy The advertising of Maggi has always been children-centric in keeping with the target audience whether it is a hungry kid coming back from school or play or a child opening his lunch box expecting Maggi. The jingle used for the Maggi instant noodles campaign was pretty catchy which went down well with the target audience, children. The ads of Maggi became so popular that the tagline Bas 2- Minute immediately reminded Indian consumers of Maggi noodles even several years after the ads were taken off the TV. This had created a strong brand recall value. During 2001-02 FMCG sector faced recession, in order to fight this slump Nestle India Ltd. introduced smaller packs at lower price points. During recession, people prefer to buy smaller packs which helped in building brand loyalty and penetration. Distribution

19

network was improved so as to increase accessibility of customers. This move proved successful as the smaller packs of Maggi noodles sold extremely well. This strategy was also used in its other products like coffee and confectionery. Strengthening of the brand - Creating Brand To maintain the image of the brand Maggi, Nestle India Ltd. had adopted the 360 degree marketing strategy. They promoted the product as a health product. Initially Nestle India Ltd. aggressively promoted Maggi Noodles through several schemes like distributing free samples, giving gifts on there return of empty packs, etc. the company has spent a huge amount of money in communicating the products benefit to the target consumers. They have spent the huge amount on various small events for the kids and on advertisement of the Maggi like electronic and print advertising. Nestle India Ltd. has use the celebrity endorsement strategy to endorse Maggi noodles in order to strengthen the brands image. Celebrity was endorsed in the advertisement because India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals and brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. In 2004-Nestle India Ltd. roped in Preity Zinta to endorse Maggi noodles and it was focused on promoting small packs of magi noodles so as to strike a chord with the consumers. Nestle India Ltd. did not resort to any price cutting, rather it signed on Ranvir and Vijay, popular T.V. personalities in India to grab sauces market. Nestle India Ltd. spent heavily on the advertising campaign for Vegetable

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Atta Noodles compare to other noodles or pasta brands in India which is shown in the pie chart below SWOT Analysis:

Strengths: Nestle India Ltd. was first to introduce instant noodles and packaged soup in the Indian market hence the Maggi had the first mover advantage and had opportunity to capture the untapped market. Maggi had the strong parent brand and brand recall value. Capable of keeping the Maggi brand fresh in the minds of Indian consumers The taste of the Maggi was like by most of the Indian consumers Has a strong distribution channel. Maggi was able to capture the market share of 80% in the instant noodles market The company had strong research and development facilities Nestle India Ltd. was able to offer ready-to-eat healthy food products such as fortified noodles, healthy soups with low fat, low cholesterol, real vegetables and without preservatives, artificial color or MSG Weakness: Maggi had unsystematic brand extension. Nestle India Ltd. did brand extension by introducing Maggi Macaroni without taking into concern its threat of cannibalizing its own noodles segment. 21

Products were launched without doing proper market analysis like introduction of sweet noodles which was later withdrawn form the market.

Maggi focused mostly on the noodles and sauces segments in creating the brand awareness to its consumers due to which other product categories were not able to succeed in the market.

Opportunities: Growing population leading to growth in the consumer market. Market for branded food products was growing at a healthy rate. Changing lifestyles and eating habits of Indian consumers. Increasing purchasing power of the growing middle income group

Threats: Entry of new competitors in the market. Inflation in the Indian as well as international market. Competitors introducing new brands with local taste capturing the local market.

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CHAPTER- 2 LITERATURE REVIEW

Tucker (1964) examined the growth of brand loyalty in a setting where there was no prior consumer knowledge about any of the available brands. Search behavior precedes the development of brand loyalty, which grows to measurable strength despite the virtual identity of the available brands, suggesting that some consumers are prone to brand-loyal behavior. The more a customer buys, the more likely he or she would buy from the company again. The more a customer buys from the trusted company, the less likely he or she is to turn to another supplier. Also, the regular customer is more likely to switch to a premium product or service. (Jacoby and kyner, 1973) Jacoby and Kyner (1973) distinguished brand loyalty first from simple repeat purchasing behavior and then conceptually defined it in terms of six necessary and collectively sufficient conditions. An experiment designed to test this conceptualization provided strong empirical support for the distinction as conceptualized. According to sequence of purchase measure, brand loyalty can be defined as the tendency for a consumer to buy a particular brand consistently. Under the probability of purchase measure, loyalty can be defined as the relative frequency of purchases devoted to a specific brand during a set of previous purchases. (Singh, 1980) Brand loyal consumers reduce the marketing costs of the firm, as the cost of attracting a new customer has been found to be about six times higher than the costs of retaining an old one. (Rosenberg and Czepiel, 1983 )

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Raj investigated the relationship between a brands share of its users and its loyal franchise. Based on data on consumer purchase habits, covering 1,000 brands in 86 products classes, it was found that brands with a larger share of users have proportionately larger fraction of loyal buyers. Hoyer and Brown (1990) examined two aspects of brand loyaltypurchase loyalty and attitudinal loyaltyas liking variables in the chain of effects from brand trust and brand affect to brand performance. The result indicated that when the product and brand level variables were controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Raju et al. (1990) analyzed the role played by brand loyalty determining the optimal price promotional strategies used by firm in a competitive setting. The analysis suggested that a brands likelihood of using price promotions increases with an increase in the number of competing brands in a product category. Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service, innovation, and differentiation, and that the danger of including brands in balance sheets is that it leads to weaker rather than stronger branding strategies. (Peter Doyle, 1990) Brand loyal consumers are willing to pay higher prices and are less price sensitive. Brand loyalty also provides the firm with trade leverage and valuable time to respond to competitive moves. (Aaker, 1991)A product can be quickly outdated; a successful brand is timeless. (Aaker,1991)

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The relationship between consumer brand preference or loyalty and price elasticity in purchase behavior. However, this direction is expected to be revised in the quantity decision, with loyal consumers expected to be more price sensitive that nonloyal customers. (Krishnamurthi and Raj, 1991 ) Laurent et al. (1991) identified three classical measures of brand awarenessaided, spontaneous and top-of-mind. The relationship between these measures, across a set of brands in the same product category, were close, but highly nonlinear. Papatla and krishnamurthi (1996) proposed a brand choice model that provide an estimate of the dynamic effects of promotions on loyalty to the brand and customers sensitivity to the price of the brand, and measure whether promotional purchases reinforce or reduce subsequent response to similar promotion. Lau and Lee (1999) discussed about the importance of brands in the consumer market. The brands are the interface between consumers may develop loyalty to brands. The study proposed that trust in a brand is important and is a key factor in the development of the brand loyalty. The study of the branded its parameters is one of the most interesting topics to both academic researches and practition. (Wood,2000) Knox and Walker (2001) developed a measure in both brand commitment and brand support were found to be necessary and sufficient conditions for loyalty to exist. Based on this measure, four consumer purchasing styles were identified and characterized as loyals, habituals, variety seekers and switchers.

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CHAPTER- 3
RESEARCH METHODOLOGY
Solving a research problem by using various research methods in a systematic manner is research methodology. It may be understood as a science of studying how research is done scientifically. Researcher not only need to know how to develop certain indices or tests, how to calculate the mean, mode, or standard deviation or chi square, how to apply particular research techniques, but they also need to know which of these methods or techniques are relevant and which are not, and what would they mean and indicate and why. Researcher also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. All this means that it is necessary for the researcher to design this methodology for his problem as the same may differ from problem to problem. It certainty offers an opportunity to researcher to justified his choice by comparing it is relative advantage and disadvantage with those alternatives, which have been rejected. This part is divided into four sections:1. Research design. 2. Sample design. 3. Data collection method 4. Analysis pattern.

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RESEARCH DESIGN

The type of research adopted for study is descriptive. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher. Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought to framing research. Sources of data The Study used both Primary and Secondary data. Primary data: The primary data was collected from the consumers using structured questionnaire and structured interview from Retailers. Secondary data: The Secondary data was collected from the companys official website, books, and journals and so on.

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Methods of data collection Data was collected from the customers with the help of a structured questionnaire and structured interview from Retailers. SAMPLING UNITS It defines the target population that will be sampled i.e. it answers who is to be surveyed. In this study, the sampling unit is the people of Panipat and the retailers in the Panipat distrcit.

SAMPLING SIZE It indicates the numbers of people to be surveyed. Though large samples give more reliable results than small samples but due to constraint of time and money, the sample size was restricted to 100 respondents. The respondents belong to different income group and profession. 25 retailers were also be interviewed for the purpose of this study.

TOOLS AND TECHNIQUES USED The data so collected will be analyzed through the application of statistical techniques, such as: Bar graphs Pie charts.

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OBJECTIVES OF THE STUDY Main Objective:The objective of the study is to study the consumer perception about Maggi Pasta and develop promotional strategies for the same. Sub Objectives: To gain insight into Indian FMCG sectors. To study about the Brand Maggie and its extensions. To understand the consumer perception and satisfaction for Maggi pasta . To investigate the attitude and perception of retailers towards the Maggi pasta. To suggest promotional strategies for Maggi pasta in the light of the data thus

collected. LIMITATIONS OF THE STUDY 1. The geographical scope of the study is limited to local area alone. 2. The sample size of consumers is confined to100 and to 25 for retailers.. 3. The consumers attitude may change in future due to change in their standard of living or organizational promotional startegies. 4. The Respondents were sometimes unable to spend much time for filling up the, questionnaire. So, the chances for bias in the respondents answer were on the higher side.

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5. There is possibility of sampling errors in the study.

HYPOTHESIS A study is always based on certain hypothesis. Researcher when starts the project, confronts with many situations. He may not be able to touch all the aspects of research and he may not be covering the whole area. So the researcher has to assume certain things which are called hypothesis. Deciding about hypothesis is not only facilitates the study but also safeguard the researcher.

Calculation for Hypothesis Null Hypothesis: Taste, Quality and Price has no significant impact on preference of Maggi Pasta. Highly Affected Affected Taste 05 Quality 10 Price 15 TOTAL 30 05 15 05 25 Affected 40 05 00 45 Least TOTAL 50 30 20 100

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O 5 10 15 5 15 5 40 5 0

E 15 9 6 12.5 7.5 5.0 22.5 13.5 9.0

(O-E)2 -10 1 9 -7.5 7.5 0 17.5 8.5 -9

(O-E)2/E 6.6 0.1 13.5 4.5 7.5 0 13.6 5.35 9 60.15

2=60.15 degree of freedom = (r-1) (c-1) (3-1) (3-1) =4 Table value at 5% level of significance = 9.48

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Since C.V of 2 at 5% level of significance is greater than the T.V of 2. Hence we accept Ho in favor of alternate hypothesis & conclude that taste, quality and price has no significant impact on preference of maggi pasta.

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ANALYSIS AND INTERPRETATION Ques-1. Rank the different brands according to your preference? Table- 4.1 Maggi Top Raman Chings Wai Wai 50 25 15 10

Fig- 4.1

Different Brands Of Maggi Pasta

10%

15%
Maggi Top Raman 50% 25% Chings Wai Wai

INTERPRETATION As shown in Pie chart Maximum number of consumers liked Maggi Pasta which is about 50%. (Rank I) 25% of consumers preferred Top Raman Pasta. (Rank II) 15% of consumers preferred Chings Pasta. (Rank III) And 10% of consumers preferred Wai Wai Pasta. (RankIV) 36

Ques-2. Have you ever eaten Maggi Pasta? Table- 4.2 Yes No 100 0

Ever Eaten Maggi Pasta

120 100 80 No. of Respondents (in %) 60 40 20 0

100

0 Yes Particulars No

Fig- 4.2 INTERPRETATION As shown in Bar graph

100% of consumers like ever eaten Maggi Pasta. There are none of consumers who do not eat Maggi Pasta.

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Ques-3. Why you eat Maggi Pasta because of.. Table- 4.3 Taste Habit Convenience Others 9 3 5 2 0

2% 5% 0%

Reasons For Eating Maggi Pasta

Taste Habit
Convenience

Others

93%

Fig- 4.3 INTERPRETATION As shown in Pie chart About 93% 0f consumers eat Maggi Pasta because of taste and 5% of consumers have habit of eating Maggi Pasta. 2% of consumers eat Maggi Pasta because of Convenience. There is none of consumers who eat Maggi Pasta for any other reason. 38

Ques-4. Which flavour of Maggi Pasta you like the most? Table- 4.4 Masala Chicken Curry Tomato 74 8 2 5

Different Flavours Of Maggi Pasta

80 70 60 50 40 30 20 10 0 74

No. of Respondents (in %) 8 Masala Chicken 2 Curry 5 Tomato Particulars

Fig- 4.4 INTERPRETATION As shown in Bar graph About 74% of consumers like eating Maggi masala Pasta and 8% of consumers like eating Maggi chicken Pasta. 2% of consumers like eating Maggi curry. 5% of consumers like eating Maggi tomato Pasta.

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Ques-5. Which pack size of Maggi Pasta you usually purchase? Table- 4.5 Chota Pack 90 gm 180 gm 360 gm 11 66 15 8

Different Quantities of Maggi Pasta 66

No. of Respondents (in %) 11 15 8 Chota Pack 90 gm Particulars 180 gm 360 gm Fig- 4.5 INTERPRETATION As shown in Bar graph About 11% of consumers purchase chota pack of Maggi Pasta and The consumers who like purchasing 90 gm pack are about 66%. 15% of consumers purchase 180 gm pack and 40

70 60 50 40 30 20 10 0

There are about 8% of consumers who purchase 360 gm pack of Maggi Pasta.

Ques-6. You come to know about Maggi Pasta from Table- 4.6 Newspaper Advertisements 5 Radio 1 T.V Advertisements Word of mouth
No. of Respondents (in %)

87 3 3 1

Point of sale Others

S u e O Ino m t n o c s f f r a io
10 0 8 0 Advertisements 6 0 4 0 Newspaper 2 0 0 8 7

Advertisements

Word of mouth

5 Radio

T.V

P rtic la a u rs

Fig- 4.6 INTERPRETATION As shown in Bar graph

About 5% of consumers know about Maggi Pasta from newspaper advertisements. 1% of consumers know about Maggi Pasta from radio. The maximum numbers which is about 87% gets information about Maggi Pasta from T.V advertisements. And 3% of consumers gets information through word of mouth. 3% of consumers know about Maggi Pasta at point of sale. 41

Others

Point of sale

And only 1% of consumers know about Maggi Pasta from other sourceQues-7. Do you remember any of the T.V advertisement of Maggi Pasta? Table- 4.7 Yes No 88 12

Remember Any T.V Advertisement of Maggi Pasta

12%

Yes No

88%

Fig- 4.7

INTERPRETATION As shown in Pie chart

About 88% of consumers who remember any T.V advertisement of Maggi Pasta and Consumers who did not remember any T.V advertisement are about 12%.

42

Ques-8. Does any celebrity inspired you to purchase Maggi Pasta? Table- 4.8 Yes No 65 35

Celebrity Inspired You to Purchase Maggi Pasta

35% Yes No 65%

Fig- 4.8 INTERPRETATION As shown in Pie chart

About 65% of consumers are inspired by celebrity. 35% 0f consumers are not inspired by any celebrity for purchasing Maggi Pasta.

43

Ques-9. Have you ever tried new variants of Maggi Pasta after viewing the advertisements?

Table- 4.9 Yes No 73 27

Tried New Variants of Maggi Pasta After viewing Advertisements

27%

Yes No 73%

Fig- 4.9 INTERPRETATION As shown in Pie chart The consumers who tried new variants of Maggi Pasta after viewing advertisements are about 73%. 27% of consumers did not tried new variants of Maggi Pasta after viewing advertisements.

44

10. Is Maggi Pasta easily available to you? Table- 4.10 Yes No 96 4

Easy Availability of Maggi Pasta

4%

Yes No

96%

Fig- 4.10 INTERPRETATION As shown in Pie Chart

About 96% of consumers said that Maggi Pasta are easily available and 4% of consumers said that Maggi Pasta are not easily available to them.

45

Ques-11. From where do you usually purchase Maggi Pasta? Table- 4.11 Every week Nearby Store Every fortnight Every month Retail Store Occasionally Wholesaler Fig- 4.11 53 82 9 16 12 622

Sources For Purchasing Maggi Pasta

INTERPRETATION As shown in Bar graph 90 82 About 82% 0f consumers Maggi Pasta from nearby store and 80 The consumers who purchase Maggi Pasta from retail store are about 12%. 70 6% of consumers 60 purchase Maggi Pasta from wholesaler. 50 40 30 20 10 0 Ques-12. How frequently you purchase Store Pasta? Nearby Maggi Retail Store Particulars 12 6 No. of Respondents (in %)

Wholesaler

Table 4.12

46

Purchasing of Maggi Pasta

60 N o. of Re sp on de nt s (in % ) 50 40 30 20 10 0

53

22 16 9

Every week

Every fortnight

Every month

Occasionally

Particulars Fig- 4.12 INTERPRETATION As shown in Bar graph About 53% of consumers purchase Maggi Pasta weekly. The consumers who purchase Maggi Pasta every fortnight is about 9%. 16% of consumers believe in purchasing Maggi Pasta monthly and 2% of consumers purchase Maggi Pasta occasionally.

Ques-13. Other than Maggi Pasta which snacks would you prefer? Table- 4.13 Noodles Quick Soups Ready to serve vegetables Others 32 45 5 18 47

Preferences of Others Products

50 45 40 35 30 25 20 15 10 5 0 Noodles 32

45

No. of Respondents (in %) Fig- 4.13

18

Quick soups Particulars

Ready to serve Vegetables

Others

INTERPRETATION As shown in Bar graph About 32% of consumers preferred Noodles. The maximum number of consumers preferred Quick Soups which is about 45%. 5% of consumers believe in purchasing Ready to serve vegetables.18% of consumers preferred others. Ques-14. Rank the different flavors of Maggi Pasta according to your preference of choice? Table- 4.14 Masala Chicken Curry Tomato 45 4 9 25 48

Different Flavours Of Maggi Pasta

80 70 60 50 40 30 20 10 0

45 25 4 9

No. of Respondents (in %)

Masala

Chicken

Curry

Tomato

Particulars

Fig- 4.14

INTERPRETATION As shown in Bar chart About 45% of Consumers Preferred masala Maggi Pasta. 4% of consumers preferred chicken Pasta. 9% of consumers preferred curry flavour. 25% of consumers preferred tomato flavour. 49

Ques-15. If you are not able to get Maggi Pasta from the shop you have visited, then what would you like to prefer? Table- 4.15 Purchase from other shop Purchase Maggie Pasta later Purchase its substitutes 7 4 89

50

Buying Behavior of Consumers 100 80 60 40 20 0 Purchase from other shop 4 Purchase Pasta later Purchase its substitutes 89

About 7% of Consumers said that if they are not able to get Maggi Pasta from the shop they are visited then they will purchase it from other shop. 51

N o. of Re sp on de nt s (in % )

Particulars

Fig- 4.15 INTERPRETATION As shown in Bar Graph

4% said that they will purchase Pasta later And 89% of consumers said that they will purchase its substitutes

Ques-16. . If you prefer its substitute product, then which product will you buy? Table- 4.16 Top Raman Chings Wai Wai Maggi Noodles Fig- 4.16 45 34 8 13

Preference of Substitute Products

50 40 No. of Respondents (in %) 30 20 10 0

45 34

13 8

Top Raman

Chings Particulars

Wai Wai

Maggi Noodles

52

INTERPRETATION As shown in Bar graph The maximum number of consumers who preferred Top Raman as substitute of Maggi Pasta is about 45%. 34% of consumers buy Chings as substitute of Maggi Pasta. 8% of consumers preferred Wai Wai as substitute of Maggi Pasta. The consumers preferred Maggi Noodles as substitute of Maggi Pasta are about 13%.

53

ANALYSIS AND INTERPRETATION Ques-1. Rank the different brands according to your preference? Table- 4.1 Maggie Top Raman Chings Wai Wai 13 6 4 2

Ranking on Retailers Perception

8% 16% Maggie Top Raman 52% 24% Chings Wai Wai

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Fig- 4.1 INTERPRETATION As shown in Pie chart Maximum number of Retailers preferred Maggie Pasta which is about 52%. (Rank I) 24% of Retailers preferred Top Raman Pasta. (Rank II) 16% of Retailers preferred Chings Pasta. (Rank III) And 8% of Retailers preferred Wai Wai Pasta. (RankIV)

Ques-2. Rank the different brands according to your perception about consumers preference for snacks food ? Table- 4.2 Maggie Top Raman Chings Wai Wai 16 5 2 2

Perception of Consumers Ranking

90 75 60 64

No. of Respondents (in %)

45 30 15 0 Maggie Top Raman 20 8 Chings 8 Wai Wai

Particulars

55

Fig- 4.2 INTERPRETATION As shown in Bar graph 64% of Retailers perception is that mostly consumers preferred Maggie Pasta 20% of Retailers believe that consumers preferred to buy Top RamanPasta. 8% of Retailers perception is that mostly consumers preferred Chings Pasta And only 8 % of Retailers go with Wai Wai Pasta.

Ques-3. You think that a consumer purchases Maggie Pasta because of..

Taste Habit Convenience Others

20 3 2 0

56

8% 12% 0%

Reasons for purchasing Maggie Pasta

Taste Habit Convenience Others

80%

Fig- 4.3 INTERPRETATION As shown in Pie chart According to retailers about 80% 0f consumers purchase Maggie pasta because for taste and 12% of consumers have habit of eating Maggie pasta.

57

 8% of retailers think that consumers purchase Maggie pasta because of Convenience There is none of retailer who give any other reason for consumers purchasing of Maggie pasta.

58

Ques-4. Which flavour of Maggie Pasta sells the most? Table- 4.4 Masala Chicken Curry Tomato 14 4 2 5

Fig- 4.4 INTERPRETATION Selling of different flavours of Maggie Pasta As shown in Bar graph 80 70 60 50 40 30 20 10
0 Masala Chicken

About 56% of Retailers sell Maggie masala Pasta and

56

16% of Retailers sell Maggie chicken Pasta. 8% of Retailers sell Maggie curry.
20

No. of Respondents (in %)

20%

16 of Retailers

sell Maggie tomato Pasta.

8 Curry Tomato

Particulars

59

Ques-5. Which pack size of Maggie Pasta usually sells the most? Table- 4.5 Chota Pack 90 gm 180 gm 360 gm 7 8 5 5

INTERPRETATION As shown in Bar graph About 28% of Retailers sell chota pack of Maggie Pasta and 35 32 The30 retailers who sell 90 gm pack are about 32%. 28 20%25 retailer sell 180 gm pack and of There are about 20% of retailers who sell 360 gm pack of Maggie Pasta. 20 20 20 15 10 5 2
0

Fig- 4.5 Selling of different quantities of Maggie Pasta

No. of Respondents (in %)

Chota Pack

90 gm

180 gm

360 gm

Particulars

60

Ques-6. what do you think is more important in influencing the consumers choice? Table- 4.6 Newspaper Advertisements 5 Radio 1 T.V Advertisements Word of mouth Point of sale Others 12 3 3 1

INTERPRETATION As shown in Bar graph 50 48 About 20% of Retailers think that consumers influence about Maggie Pasta from 40 newspaper advertisements. 30 20 4% of20 Retailers go with the effect of radio. 12 12 10 The maximum numbers of retailers which is about 48%believe that consumers gets 4 4 0 information about Maggie Pasta from T.V advertisements. And 12% of Retailers go with the information through word of mouth. 12% of Retailers think that consumer get influence about Maggie Pasta at point of sale. Particulars And only 4% of Retailers give other sources.
Word of mouth Newspaper Advertisements T.V Advertisements Point of sale Others Ra di o

Fig- 4.6 Sources of Information

No. of Resp onde nts (in %)

61

Ques-7. Do you remember any of the T.V advertisement of Maggie Pasta? Table- 4.7 Yes No 22 3

62

Remember Any T.V Advertisement of Maggie Pasta

12%

Yes No

88%

Fig- 4.7 INTERPRETATION As shown in Pie chart About 88% of Retailers who remember any T.V advertisement of Maggie Pasta and

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Retailers who did not remember any T.V advertisement are about 12%.

64

Ques-8. Do you think any celebrity can inspire consumers to purchase Maggie Pasta? Table- 4.8 Yes No 20 5

Celebrity Inspired consumer to purchase Maggie Pasta

20% Yes No 80%

65

Fig- 4.8 INTERPRETATION As shown in Pie chart About 80% of retailers think that maximum consumers are inspired by celebrity to purchase Maggie Pasta. Only 20% of retailers think that no celebrity can inspire consumer for purchasing Maggie Pasta.

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Ques-9. Is Maggie Pasta easily supplied to you? Table- 4.9 Yes No 23 2

Fig- 4.9 Supply of Maggie Pasta INTERPRETATION As shown in Pie chart 92% of the retailers told that there is easily supply of Maggie Pasta. 8% of retailers face problem in supply of Maggie Pasta. 8%

Yes No 92%

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Ques-10. How frequently you order Maggie Pasta? Table 4.10 Every week Every fortnight Every month Occasionally 13 4 6 2

Fig- 4.10 INTERPRETATION As shown in Bar graph Order of Maggie Pasta About 52% of Retailers order Maggie Pasta weekly. The Retailers who place order for Maggie Pasta every fortnight is about 16%. 24% of Retailers order Maggie Pasta monthly and 8% of Retailers place order Maggie Pasta occasionally. 60 50 40 Ques:-11 Other than Maggie Pasta which snacks you think consumers prefer? 30 24 20 Noodles 6 16 10 Quick soups 11 8 0 Ready to serve vegetables 5 Every week Every fortnight Every month Occasionally Preferences of Others Products Others 3 50 45 Particulars 44 Table 4.11 52 N o. of Re sp on de nt s (in % )

Fig- 4.11 40 INTERPRETATION 35 As shown in Bar graph About 24% of Retailers named Noodles as preference of consumers in snack foods. 30 The maximum numbers of Retailers go with Quick Soups as consumers most 25 24 preferred snack food which is about 44%. 20% of Retailers believe in numbering Ready to serve vegetables. 20 Only 12% of Retailers give preference to others. 20 15 10 5 0 Noodles Quick soups Particulars Ready to serve Vegetables 68 Others 12

No. of Respondents (in %)

Ques:-12. If your consumers are not able to get Maggie Pasta from your shop, then what do they do? Table- 4.12 Purchase from other shop Purchase Maggie Pasta later Purchase Maggie Noodles Purchase its substitutes 6 2 10 7

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Buying Behavior of Consumers

N o. of Re sp on de nt s (in % )

100 80 60 40 20 8 0 Purchase from other shop Purchase Pasta later Purchase Maggie Noodles Purchase its substitutes 40 24 28

Particulars

Fig- 4.12 INTERPRETATION As shown in Bar Graph About 24% of Retailers said that if consumers are not able to get Maggie Pasta from his shop then they will purchase it from other shop. 8% said that they will purchase Pasta later

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40% said that they will purchase Maggie Noodles And 28% of Retailers said that the consumer will purchase other substitutes of Maggie Pasta.

71

Ques:-13. Have you ever got a complaint from a consumer regarding Maggie pasta? Table 4.13 Yes No 24 1

72

Complaint from consumer regarding Maggie Pasta

4%

Yes No

96%

Fig- 4.13 INTERPRETATION

73

As shown in Pie Chart 96% of retailers did not get any complaint from consumer regarding Maggie pasta. Only 4 % of retailers are there who got complaint from consumer.

Ques:-14. Have you ever complained to Nestle stockiest regarding Maggi pasta? Table 4.14 Yes No 22 3

Complaint to Nestle stockiest for Maggie Pasta

120 100 80 No. of Respondents (in %) 60 40 20 0 Yes Particulars
Fig- 4.14 INTERPRETATION As shown in Bar chart 12

88

No

74

About 88% of Retailers are there who complained to Nestle stockiest regarding Maggie Pasta and 12% of retailers are there who did not complain

75

76

FINDINGS Maggi Pasta is more preferred by people. It is found that Maggi masala is liked more by people because of its taste. There is more purchase of 90 gm maggi Pasta pack in comparison to chota pack, 180 gm and 360 gm. People are mainly influenced by T.V advertisements for consuming maggi Pasta. Mostly people are in favour that maggi Pasta is easily available to them whether it is nearby store, retailer store or from wholesaler. After viewing advertisements mostly people tried new variants of maggi Pasta but best flavour is masala Pasta . The maximum number of consumers purchase maggi Pasta from nearby store. Among different flavours of maggi Pasta mostly people preferred masala maggi Pasta because of its taste . Other than Maggi Pasta mostly people preferred Maggi noodles and Top Raman noodles as substitute of Maggi Pasta. People give more importance to taste of maggi Pasta in comparison to quality and price.

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CONCLUSION Every research activity ends with some conclusion and same happens with this report also. By analyzing the collected data the conclusion which is arrived is as follows: The conclusions drawn from the SWOT analysis were that Maggi Pasta strengths carry more weight than its weaknesses. If Maggi Pasta can properly exploit opportunities that exist, it will navigate the threats with no significant difficulties. It is concluded that Maggi Pasta is having more Brand Image beacuse of eth Brand equity of Maggie as compared to other brands ( like Top Raman, Chings, Wai Wai) in mind of people. The consumers of Maggi pasta actually are the ones who are loyal to Maggie brand. It is the choice between noodles and pasta that they make. If a consumer does not get pasta pack frm teh retail sore, he preferes substituting it with Maggi noodles. The retailers of the study are more loyal to maggi noodles and prefer to sell the same over any other Brand. Though as per the consumers requirement, they do store various other Brands, but they are highly staisfied with the demand of Maggi products. One of the most important feedback for Nestle is that it is the same set of consumers purchasing Maggi noodles who purcahse Maggi pasta. In case Maggi pasta is not available, the consumers settle down purcahsing maggi noodles in most of the cases. However, the reatilers are very much satisfied with the delivery and compalint handing of Maggi brand.

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SUGGESTIONS

The company should carefully identify the target consumers before creating the brand awareness for Maggi Pasta so that the product does not eat into the share of its already selling products. The brand and its product should be advertised continuously and its benefits must be educated carefully to the target consumers especially to answer to the doubts of those consumers who think that pasta is not a healthy eatable. The celebrity endorsement strategy must be integrated with target market characteristics. The most important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer. A celebrity's presence in the ad should be contextual. In this case Shahrukh Khan is being endorsed for the campaign. Though the advertisement is at a high recall level, its influence on purchase intention is not very clear. Nestle India Ltd. must continuously invest in market researches for the product development and to increase the market share after taking a sufficient samples feedback regarding its products.. Proper strategies must be developed and formulated before introducing new products into the market. This holds especially true for Maggi Pasta, where the product has been launched but the awareness is much less. Campaigning through sponsoring school educational events could the possible route to develop its consumer awareness. The brand image should be maintained and should not be diluted with other brand extensions.

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BIBLOGRAPHY BOOKS Marketing Management - Kotler Philip (1st edition reprint), Chapter 7, Page 183 Marketing Research Donald T.S (6th edition), Page 49 Marketing Research Beri G.C (3rd edition), Page 79 Marketing Research Boyd H.W (7th edition) Research Methods Donald C.R (8th edition), Page 120 Basic Marketing Pereaurt W.D (2nd edition), Page 450 Consumer Behaviour Della A.J (4th edition), Page 15 Consumer Behaviour Gupta S.L (2nd edition), Page 144 Consumer Behaviour Schiffman & Kanauk (3rd edition) , Page 306

JOURNALS 1. Aaker D A (1991), Managing Brand Equity, Frees Press, New York. Bo Rundh (2009), Packaging design: creating competitive advantage with product packaging, British Food Journal, Vol. 111, pp. 988-1002. 2. Cochen Wu, Yung-Chien Yen (2007), How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations, Journal of Product & Brand Management, Vol. 16, pp. 334341. 3. Hoyer W D and Brown S P (1990), Effects of Brand Awareness on Choice for a Common Repeat Purchase Product, Journal of Consumer Research, Vol. 17, No. 2, pp. 141-148. 4. Jacoby J and Kyner D B (1973), Brand Loyalty vs. Repeat Purchasing Behavior, Journal of Marketing Research, Vol. 10, No. 1, pp. 1-9. 5. Keller K L (2007), Strategic Brand Management- Building, Measuring and Managing Brand Equity, 2nd Edition, Prentice Hall of India, New Delhi. 81

6. Knox S and Walker D (2001), Measuring and Managing Brand Loyalty, Journal of Strategic Marketing, Vol. 9, No. 2, pp. 111-128. 7. Kotler P (2006), Marketing Management, pp. 256, 268, Pearson Education, New Delhi. 8. Krishnamurthi L and Raj S P (1991) An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity, Marketing Science, Vol. 10, No. 2, pp. 172-83. 9. Lau G T and Lee S H (1991), Consumers Trust in a Brand and the Link to Brand Loyalty, Journal of Market-Focussed Management, Vol. 4, No. 4, pp. 341-370. 10. Lau M, Chang M, Moon K and Liu W (2006), The Brand Loyalty of Sportswear in Hong Kong, Journal of Textile and Apparel, Technology and Management, Vol. 5, No. 1, pp. 1-13. 11. Laurent G, Kapferer J and Roussel F (1995), The Underlying Structure of Brand Awareness Scores, MarketingScience, Vol. 14, pp. 170-179. Oliver Koll, Sylvia von Wallpach (2009), One brand perception? Or many? The heterogeneity of intra-brand knowledge, Journal of Product & Brand Management, Vol. 18, pp. 338-345. 12. Raj S P (1985), Striking a Balance Between Brand Popularity and Brand Loyalty, Journal of Marketing, Vol. 49, Winter, pp. 53-59. WEBSITES [Link] [Link] [Link]

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ANNEXURE
QUESTIONNAIRE for Consumers
Name .. Occupation Age .. Gender 1. Rank the different brands according to your preference for snacks food ? Maggi Wai Wai Top Raman Others Chings 2. Have you ever eaten Maggi Pasta? Yes [Link] eat Maggi Pasta because of.. Taste Habit No Convenience of cooking Others.

4. Which flavour of Maggi Pasta you prefer? Masala Chicken Curry Tomato 5. Which pack size of Maggi Pasta you usually purchase? Chota Pack 180gm 90gm 360gm 6. You came to know about Maggi Pasta from Newspaper Advertisements Radio T.V Advertisements

Word of mouth Point of sale Others.

7. Do you remember any of the T.V advertisement of Maggi Pasta? Yes No

84

8. Does any celebrity inspired you to purchase Maggi Pasta? Yes No

10. Is Maggi Pasta easily available to you? Yes 11. From where do you usually purchase Maggi Pasta? Nearby Store Retail Store Wholeseller

No

12. How frequently you purchase Maggi Pasta? Every week Every month Every fortnight Occasionally 13. Other than Maggi Pasta which snacks would you prefer? Noodles Ready to serve vegetables Quick soups Others.. 14. If you are not able to get Maggi Pasta from the shop you have visited, then what would you like to prefer? Purchase from other shop Purchase its substitute Purchase Maggie pasta later 15. If you prefer its substitute product, then which product will you buy? Top Raman Wai Wai Chings Maggi Noodles 16. Tick the level of importance according your preference? Very Important Moderately Important Least Important Taste Quality Price 17. Any further suggestions ................................................

85

ANNEXURE
QUESTIONNAIRE for Retailers
Name .. Experience Age .. Gender 1. Rank the different brands according to your preference for snacks food ? Maggi Wai Wai Top Raman Others Chings 2. Rank the different brands according to your perception about consumers preference for snacks food ? Maggi Wai Wai Top Raman Others Chings [Link] think that a consumer purchases Maggi Pasta because of.. Taste Convenience of cooking Habit Others. 4. Which flavour of Maggi Pasta sells the most? Masala Chicken Curry Tomato 5. Which pack size of Maggi Pasta usually sells the most? Chota Pack 180gm 90gm 360gm 6. what do you think is more important in influencing the consumers choice? Newspaper Advertisements Word of mouth Radio Point of sale T.V Advertisements Others. 7. Do you remember any of the T.V advertisement of Maggi Pasta? Yes No 86

8. Do you think any celebrity can inspire consumers to purchase Maggi Pasta? Yes No 9. Is Maggi Pasta easily supplied to you? Yes 10. How frequently you order Maggi Pasta? Every week Every fortnight

No

Every month Occasionally

11. Other than Maggi Pasta which snacks you think consumers prefer? Noodles Ready to serve vegetables Quick soups Others.. 12. If your consumers are not able to get Maggi Pasta from your shop, then what they do? Purchase from other shop Purchase its substitute Purchase Maggie pasta later Purchase Maggie noodles 13. Have you ever got a complaint from a consumer regarding Maggi pasta? Yes No 14. Have you ever complained to Nestle stockist regarding Maggi pasta? Yes No 15. Any further suggestions ................................................ do

87