CONSUMER BEHAVIOR OF INSTANT NOODLES MAGGIPRESENTED TO:DR. ALI ASKARI(Course Supervisor)

SUBMITTED BY: GROUP 4BENISH KHAN (08)FARAH NAZ (18)IQRA GHAFOOR (24)SANA IQBAL (53)TALAL SHOAIB (37)ZAINAB FARRUKH (72)

MARKETING RESEARCHCourse no:MBA IIIDATE OF SUBMISSION: 24-05-2014Karachi University Business SchoolUniversity Of KarachiS.No. Topics Page No.1. ACKNOWLEGEMENT42. EXECUTIVE SUMMARY53. KNORR:84. MARKET SCENARIO AND CHALLENGES:165. MARKETING AND PROMOTION STRATEGIES BY MAGGI AND KNORR:166. EVOLUTION IN COMMUNICATION177. LITERATURE REVIEW188. HYPOTHESES:219. RESEARCH PROCESS:2110. METHODOLOGY:2311. LIMITATION:2412. Descriptive Research2613. Quantitative Research2714. DATA ANALYSIS:3915. FINDINGS:3916. CONCLUSION:4017. RECOMMENDATIONS4018. References4219. BIBLIOGRPHY4320. APPENDICES4421. Annexure A Questionnaire4422. Annexure B Z table47

ACKNOWLEGEMENT

All glories and honours are for Almighty ALLAH, who bestowed us with profound perseverance and ability to accomplish this work.We would like to take this opportunity to thank and to express our profound gratitude and deep regards to our Professor Dr. Ali Askari for his exemplary guidance, support and constant encouragement throughout the course of this report.We also take this opportunity to thank all the group members and friends for their cordial support and cooperation without which working on this report would not have been successful.We are highly obliged to our teachers and all sentient beings for the valuable information provided by them in their respective fields. We are grateful for their cooperation during the period of our research.

Finally, we sincerely thank to our parents and family, who provide the advice and financial support. The product of this research report would not be possible without them all. This acknowledgement is a way where we can actually thank the people who have been instrumental in the making of this research report and without their contribution, working on this report would not have been successful.

EXECUTIVE SUMMARYThis report of marketing research is focusing on marketing and promotional strategies on the brand performance of two products based on customer experiences and how they are influenced by the performance. The brands on which we have conducted our research are from the instant noodles sector of Pakistan, these are Maggi and Knorr. By studying the Maggi in comparison to Knorr we are able to find out the factors that will affect the market share of Maggi. Our main objective of research is how the strategies play the vital role to increase the market share and brand image of Maggi as compare to Knorr which is also our research hypothesis. So by conducting questionnaire based interviews with the consumer of both the products we aim to pin point the most competitive marketing strategies. In our research we have collected primary data through surveys and developed the questionnaire to gather the data we needed to achieve our objective. For secondary data we have used websites and articles to get the right direction. We have summarized the respondents experiences and performances of both the brands in forms of charts, graphs and pivot tables. In the end we have analysed the results and suggested the recommendations. From our survey research, we have found that 48% of the respondents prefer Maggi noodles over other brands of instant noodles, and according to 86% of respondents Maggie noodles are affordable. Most of the respondents want increased quantity in packets. We have found that television advertisements are a major factor in purchase decision compared to other mediums. From our data analysis and interpretations, our recommendations for Maggi brand are that price and taste are the most important factors, so to launch different sizes of packets in all variants for those who cannot afford high prices, must be in action plan of Maggi. Maggie should bring innovation in product, packaging and pricing through investment in market research. They must also launch health awareness campaigns; publish health information etc. to educate the customers about benefits of healthy foods. Maggi should focus on the kids for its promotions and advertising activities like Knorr gang adventure. Maggi should focus on frontal strategies by improving their product quality and quantity and by effective promotion. From our survey research we have found that majority of consumers in Pakistan prefer Knorr and Maggi for instant noodles while rest of the brands have a very low relative market share like Shan's Shoop noodles and others.

INTRODUCTION:This report of marketing research is on the topic of Marketing and promotional strategies on the brand performance. It is the study of brand image and market share of two products based on customer experiences and how the marketing and promotional strategies have influenced their performance. The brands on which we have conducted our research are from the instant noodles sector of Pakistan, these are Maggi and Knorr.Maggie has been serving the market since 1992 in Pakistan, interestingly, Maggi in spite of being the pioneer in this category and the market leader in many countries internationally takes second place to Knorr which is the market leader with a 45% market share. Maggi presently has a 40% market share, with the remaining small percentage taken up by Shan Shoop and some other imported brands such as Indomie (From Indonesia) and others.TRENDSA noodle is not a traditional part of Pakistani cuisine, but showed rapid growth over the review period and became very popular because it is easy to prepare within minutes. Due to the busy lives of urban consumers, they prefer a quick and convenient meal which was provided by noodles. It continued to become popular among children and the younger generation as a mini meal with many flavours such as masala and chicken.The Brand Maggi is strongly established as a Family Brand with crisp brand equity in Pakistan market. The brand has always been known to have the first movers advantage in the portfolios like noodles, ketchups, soups, sauce, etc. The parent brand Nestle has been the strong symbol of family, shelter and warmth which brand Maggi has innovatively capitalized.PROSPECTSAs the economic conditions improve over the forecast period, noodles will continue to experience growth led by the increasing appeal among urban consumers and consumption among rural consumers. Due to wider distribution and marketing in smaller towns and villages, volume sales are expected to record steady growth as noodles is a quick and convenient snack, which most consumers are aware of and understand that it can be taken as a mini meal which needs less consumption time.PURPOSE OF STUDYThe purpose of this research is to find out the factors and variables that will affect the market share of Maggi. By studying the Knorr in comparison to Maggi and conducting interviews and questioners filling with the consumer of both the products we aim to pin point the most competitive strategies.STATEMENT OF PROBLEM:The research presented here addressed the problem of how to increase revenue and market share of Maggie Noodles in a competitive market of Pakistan.In 2013, Unilever Pakistan Ltd and Nestl Pakistan Ltd will remain as leading players in noodles, where Unilever Pakistan Ltd is set to lead with 45% value share and Nestl Pakistan Ltd will closely follow with 40% value share. The two companies offer a variety of flavors appealing to the local palate, and were available across retail outlets.RESEARCH QUESTION:Below is the research question:Will the marketing and promotion strategies play the vital role to increase the market share and brand image of Maggi as compare to Knorr?RESEARCH OBJECTIVE:The specific objectives of research are to answer the following questions: Role of strategies to increase the market share of Maggie What are the consumers attitudes towards instant noodles?

To identify the attributes where Maggie lags with respect to competition To evaluate customer expectations from instant noodles on certain parameters To find the gaps between customer preferences and present offerings of Maggie What marketing and promotion strategies will focus by Maggi to increase its market share and brand image than Knorr?All the survey questions would be able to contribute to answering these questions by revealing consumers attitude towards instant noodles: brand loyalty, satisfaction, preference and their purchasing routines.

HISTORY OF KNORR

Knorr is a German food and beverage brand own by company Unilever since 2000. Knorr was founded in 1838 by Carl Heinrich Theodor Knorr. Knorr headquarters is in Heilbronn. It is a Germany product previously sold under the Lip top brand are now being absorbed into the Knorr product line, with annual sale topping dollar 3 billion. Knorr is Unilever biggest selling brand. The Knorr brand offers a wide range of soups, stock cubes, sauces, and make meal time a nutritious, easy and enjoyable experience for everyone.Knorr discover new ways to make their meal memorable, with new ideas and clear product. During the 20 century, they have launched several new and exciting products throughout the world - Knorr soupy noodles in India, Knorr stock pots in South Africa, Knorr soup across Europe America. The success of Knorr food can be summarized by describing its quality food that embraces sustainability.

KNORR:Great flavour is at the heart of the Knorr brand. Thats why Knorr go the extra mile to work with some of the best chefs around the world to develop authentic and nutritious meal solutions.Established as early as 1873, Knorr was created with the purpose of providing high quality dried soups. Carl Heinrich Knorr, born in 1800, created the company from knowledge acquired during his time as a wholesaler of agricultural goods. He died 2 years after the company was founded but his legacy lives on as Knorr is known today for chef men ship and great tasting food.Knorr came to Pakistan in 1992 with the launch of Knorr Chicken Cubes. In the passing years Knorr introduced multiple Savoury and Meal Maker categories. Knorr believe that cooking delicious and nutritious food should be in every womans reach. It is this love and passion for flavor, that drives us to go the extra mile to ensure each dish you create, delivers great taste.

CUBES: Chicken Cubes Pulao Cubes

KETCHUPS: Tomato chili garlicNOODLES: Soupy Noodles Chicken Delite Soupy Noodles Mast Masala Noodles Chicken Noodles Chatpatta Noodles Sizzler Noodles Jalapeno Noodles Lemon Chili Noodles Chin Chow Noodles Hot & SpicySOUPS: Chicken Corn Soup Hot & Sour Soup Chicken Ginger Soup Cream of Chicken Soup Cream of Tomato Soup Chicken Mushroom Soup Chicken Yakhni

HISTORY OF MAGGI

Maggiis an internationalbrandof instantsoups,stocks,bouillon cubes, ketchups,sauces,seasoningsandinstant noodles. Owned byNestlsince 1947, the original company was founded inSwitzerlandin 1872 byJulius Maggi.The brand is known forMaggi noodles,Maggi cube, andMaggi-Wrze (seasoning sauce).Company History:The original company came into existence in 1872 inSwitzerland, whenJulius Maggitook over his father's mill. He quickly became a pioneer of industrial food production, aiming to improve the nutritional intake of worker families. Maggi was the first to bring protein-rich legume meal to the market, and followed up with a ready-made soup based on legume meal in 1886. In 1897,Julius Maggifounded the company Maggi GmbH in the German town ofSingen, where it is still based today.In 1947, following several changes in ownership and corporate structure, Maggi's holding company merged with the Nestl Company to form Nestl-Alimentana S.A., currently known in its francophonehome base as Nestl S.A.Today, Maggi is known throughout the world for its dry soups, seasoning sauce and instant noodle dishes. In New Zealand, Maggi Onion Soup mix is often combined with reduced cream to create an onion dip for potato chips that has come to be generally accepted as a Kiwi favorite.Background:In the last 20 years we have just asked 2 minutes of your time. The Brand which clearly comes to mind on first recall is Maggi Noodles. Maggi Noodles is manufactured by Nestle under instant noodles portfolio. It was introduced with Maggi 2 Minute Noodles in Pakistan in 1992 when the only place to get noodles was Chinese restaurants. Maggi undoubtedly has been the lifeline of many teenagers when in home or away from home. Maggi, as a brand, has seen many competitions in its Lifecycle. The brand has also diversified itself with launch of product ranges like soups, tomato sauce, seasoning, cup noodles, various flavours of Maggi noodles like Atta, rice, maize grains etc.

MARKET SEGMENTATIONMarket segmentation is a process of dividing market into different groups according to their needs, behaviour and characteristics.Following are the basis of market segmentation:1. Geographic: Dividing the market into different geographical units such as nations, state, regions, countries, cities or neighbourhoods. Maggi operates globally.2. Demographic: Dividing the market into groups based on age, gender, family size, family life cycles, income, education, religion, occupation and race.Factors: Age: They focus on all age groups but are a bit more inclined to children and teen agers. Income: Maggi caters to all income groups. But Nestle believes that the lower class cannot afford their products, so Maggi noodles are offered to the middle and upper class. Occupation: youngsters such as teenagers, children and students are the main group of people who preferably consume Maggi noodles.3. Psychographic: Dividing a market into different groups based on social class, time expenditure, life style or personality characteristics. Factors: Time expenditure: Maggi claims that it is a ready to eat and two minute cook meal. Mostly customers prefer Maggi because of its limited time expenditure. Social class : upper-upper class, middle upper class ,lower upper class, upper-middle class, middle-middle class can easily afford prices of Maggi products.

TARGET MARKET:As Nestle believe that the lower class cant afford the products of Nestle because of their low income and considerably high prices. So the products of Nestle are not offered to the lower class but it is offered to the middle and upper class.The upper and middle class can afford the products of Nestle because the prices of Nestle products are within the range of their approach.PRODUCT POSITIONING:Product positioning is all about positioning of the product in the minds of consumers. Nestle used heavy advertising to do this. Also the name of Nestle was enough for the consumer to understand the quality of the product.

4PS OF MARKETING:1. Product2. Price3. Place4. promotion1. PRODUCTS :A product is anything that can be offered to the market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas.NOODLES:MAGGI 2-Minute Noodles: It is one of the largest and most loved foodbrands that defines Instant Noodles in pakistan. MAGGI Noodles is as tasty as ever and even provides essential nutrientsfor all stage of your life. With the goodness of Protein and Calcium,MAGGI Noodles is available in 4 delectable flavours.MAGGI NOODLES are available in four delicious flavours: Chicken, Chatkhara, Masala and Lemon Chaska.

MAGGI VEGETABLE ATTA NOODLES: An offering that exemplifies Taste Bhi Health Bhi, MAGGI Vegetable AttaNoodles 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.These quick to cookinstant noodlesare tasty.Maggi noodlerecipeswhich include vegetables go terrific with this variant. Packed in these Maggiinstant noodlesare dried real vegetables and fiber needed to make digestive processes smooth.

SOUPS:MAGGI HEALTHY SOUPS:MAGGI was the pioneer of Instant Soups. 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.MAGGI Healthy Soups contain real vegetables, are low fat, low cholesterol and free from synthetic colours. These superior healthy soups are now available in an enhanced range of12 delicious variants:Healthy Style RichTomato- Vegetable- CreamyChicken- MasalaNoodlesChinese Style Hot&SourVegetable SweetCornVegetable SweetCornChicken OrientalThaiNoodlesChef Style- CreamofMushroom- TangyTomatoVegetable SweetnSourTomatoNoodles

SAUCES:MAGGI SAUCES: MAGGI has a host of variants like: -TheRichTomatoSauce. -The uniqueHot &Sweet Tomato ChilliSauce and OrientalChilli Garlic sauce.Lip-smacking tastes and vibrant packaging make MAGGI Sauces true to its slogan -It's different!

CUBES:MAGGI MAGIC CUBES:MAGGI Magic Cubes enhance the taste of your everyday dish, making it special for the entire family. Available in two variantsVegetarian Masala & Chicken

2. PRICE:Price of the companys product is considered as one of the 4 Ps of marketing. It is the most important aspect for any company in terms of decision making as it directly affects the sales and profit of the company.As we talk about Maggi, it is very popular now a day in all over the world and its main customers are children and youngsters. As we know that MAGGI Noodles price is not very high, but there are so many competitors in the market so company cannot set price different from their competitors. One advantage of the company is that noodles packets are available in different size.Current Maggi price is Rs.20/- only.3. PLACE:Place refers to the location where the products are available and can be sold or purchased. Physical Distribution of Maggi noodles: To keep up with the growing trends in the Noodles sector, an intensive dealer-distributor network is desired. Maggi has a well-established distribution network.

Maggi Distribution Network:

Maggi Factory

Factory Warehouse

Distributors

Wholesalers

Retailers

End Consumers

Thus from the chart it can be said that the distribution network is well spread almost everywhere in Pakistan, as it is easily available in all local stores, retail store etc.4. PROMOTIONPromotion refers to the various strategies and ideas implemented by the marketers to make the end - users aware of their brand. Promotion includes various techniques employed to promote and make a brand popular amongst the masses.Promotion of Maggi is done through the following ways:AdvertisingPrint media, Television, radio and social media are effective ways to entice customers of MAGGI and make them aware of the brands existence.Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic areas, crossings, railway stations, bus stands attract the passing individuals towards a particular brand.Taglines also increase the recall value of the brand amongst the customers.Word of mouthOne satisfied customer brings ten more customers along with him whereas one unsatisfied customer takes away ten more customers. Thats the importance of word of mouth. Positive word of mouth about Maggi goes a long way in promoting brand amongst the customers.Sales promotionThe company also adopted sales promotion activity in order to achieve following mentioned objectives. To introduce new products To attract new customers and retain the existing ones To meet the challenge of competitionVarious Tools used Exchange schemes Price-off offer Coupons Scratch and win offer Money Back offerSeveral initiatives were also taken by Maggi Noodles or Retailers sales promotion. This can be as follows Maggi was distributed free in schools and offices to promote trial Return gifts on empty packs Maggi fun book and stickers with funky animal facts.Public relation The company also Organized Maggi school quizzes and sketching. Different pages on Face book, twitter and other social links also promote and increase customer relationships.MARKET SCENARIO AND CHALLENGES: Major challenge is to maintain and increase the market share of Brand Maggi in increasing market with varied new entrants having strong market presence in other product variants. To be increasingly viewed as the most preferred snack by new generation Change of consumer taste from taste to health conscious Chicken Flavor is the leading flavor in instant noodles in Pakistan All new players have also introduced Masala flavor in their brand Chatpatta or Masala is the second favored flavor followed by other flavors Knorr Soupy Noodles claim to be healthy snack between meal for children Need for elaborate Market research for Maggi Brand on attributes like Brand Image, Preferred Price, Taste, packaging, Health, Availability, Ingredients, product variety etc.

MARKETING AND PROMOTION STRATEGIES BY MAGGI AND KNORR:Hot snacks, in particular instant noodles, have become a booming product category in Pakistan, positioned as they are as the cheapest way for children to consume calories in a healthy meal option.In Pakistan, the category was created by Maggi (Nestl) when the brand launched in 1992; Unilever then followed with Knorr in 1993. Since then the category has seen steady growth and is currently valued at over Rs 1.6 billion, with a volume size of 7500 plus tons. Knorr accounts for a 45% share of the market; Maggi is the second biggest playerfollowed by Shoop (Shan Foods), a new entrant in the category.Responding to the opportunity, both the major players (Knorr and Maggi) have been active lately. Knorr recently launched two new flavours Chin Chow and Hot and Spicy. This is in keeping with Knorrs strategy of launching two new flavours every alternate year to keep the brand dynamic. (In addition to these new flavours, Knorr has a premium product line with a single variant called Soupy Noodles and a bestselling range with two constant flavours: Chicken and Chatpatta.) Instant noodles are an exciting proposition for children. Variants really help us maintain the excitement and drive instant noodles as top of mind for children.The magic of Knorr Noodles tells its success story when its aroma floats from every kitchen onto our dining tables putting smiles on every face. Chatpatta and Chicken flavours are a favourite throughout Pakistan. Over the years, Knorr has added more superb and mouth-watering variants like Chicken Jalapeno, Lemon Chilli, and Chicken Sizzler to its Instant Noodles family. These have resonated very well among children and mothers. In 2012, the brand launched a smaller noodle pack at a lower price point to reach out to more consumers. Maggi promises a product with the right combination of iron, protein and carbohydrates.

MAGGI NOODLES also introduced two new noodle variants to delight our consumers who have increasingly been asking for new and tasty flavours: Karara and Bar-B-Q.Although Maggi and Knorr offer similar products, their marketing strategies diverge in their choice of audiences. Maggi is committed to addressing mothers, while Knorr believes in talking directly to children. Along with ATL advertising, both brands are trying to engage consumers in different ways. Maggi is reaching out through door-to-door sampling and consumer valued Maggi promotions, while Knorr has been running an English-language animated series called Knorr quest for the noodle pot to encourage healthy snacking since 2010. The dramatic story telling, compelling characters with celebrity voiceovers and exciting animations in each of the episodes make Knorr Noodles a distinctively fun brand for children.In 2012, this was changed to Knorr Noodle gang Kay adventures and while the characters remain the same the series is in Urdu to appeal to kids in the lower SECs in small towns and rural areas. This along with the launch of smaller packs suggests that instant noodles will soon be more than a choice snack for the urban child.EVOLUTION IN COMMUNICATIONBrand Maggi has changed its communication from convenience factors i.e.Bas 2 Minute to Taste Bhi Health Bhi to stress on health factors along with taste and convenience.There was a shift from women to children as their consumers.To increase the Point of Purchase Sales, Maggi innovated in Shelf placing by placing Maggi in lower shelves to increase the visibility by Kids who accompany their mothers to shopping.Maggi was positioned as snacks for between meals to boost sales and attract new customers without changing their conservative food habits during meal time.Maggi also introduced contests for posting best recipes to be made with Maggi.

LITERATURE REVIEWBRAND IMAGEBranding is the entire effect that creates the memorable identity. The success of a product or service is based on being perceived as unique. It is to make consumer believes you offer something exceptional. It has to plant itself in the hearts and minds of customers. In other words, your brand is your image as seen from the outside. Your brand is who you are i.e. your strength, your integrity and your reputation. (Stine.n.d.)

Nine Branding Principles includes:i. Keep it simple: one big and focused idea is best.ii. Word of mouth: it is the way most brands are build.iii. Focused brands are more powerful: for this, you have to define your brand.iv. Differentiation is key: somehow, some way you must be different.v. The first brand advantage: in a category, it has a huge advantage.vi. Avoid sub brands at all cost: it loses uniqueness.vii. Perception versus quality: quality is important but not as critical as the perception of quality. It really should not be an illusion.viii. Be consistent and patient: building a strong brand takes time.ix. Write out your brand definition.

PERCEIVED VALUE AND CUSTOMER ATTITUDE:The maintenance of a portfolio of satisfied and faithful customers provides to the company an improvement of its economic and competitive situation in the markets as well as an increase in the effectiveness of the strategic operations developed (Ravald and Grnroos, 1996; Yang and Peterson, 2004). In this sense, loyal customers increase the volume of sales of the company (Gwinneret al., 1998) and reduce the communication costs of attracting new customers (Payne and Frow, 2005).Perceived value is defined as the result of the comparison between perceived benefits and sacrifices by the customer (Zeithaml, 1988; McDougall and Levesque, 2000).Perceived value might have an influence on customer attitude, (Swait and Sweeney, 2000).STRATEGIES FOR ACHIEVING AND SUSTAINING GROWTH:

Far too many companies fail to achieve their growth targets in revenue and profitability. However, the probability of achieving profitable growth is heightened whenever an organization has a clear growth strategy and strong execution infrastructure. One without the other impairs the probability of success describes why and prescribes strategies related to increasing the probability of success ,customer focused growth and executing growth strategies involving organization capabilities, leadership, performance management.(liabotis, 2007)

COMPETITIVE ADVANTAGES

Market leaders those have strong brand image on consumer mind also depend upon uniqueness, they also have some differential features from the rest of the competitors. (Stine.n.d.)Some authors suggest brand equity helps make any product different from competitors offerings, creates positive images in consumers minds, and helps organizations to prevent present market share erosion during price and promotional wars and also by giving a firm time to respond to competitive threats. (Tuominen, 1999). This is very important for product to make itself as a brand then they have to make strategies and create perception among customers that there are no other products and services in the market like you. (Stine, n.d.)In todays highly competitive environment the goal of each organization is to defeat competition and win new customers. Individuals who are holders of knowledge represent a tool for the generation of innovations. Thanks to their personal creativity, their knowledge, skills and abilities it is possible to generate new innovative ideas that will help organizations to achieve a competitive advantage. The 21st century is based on knowledge, information and innovative economy. Organizations success depends on employees knowledge, experience, creative activity and qualification and emphasis is placed on continuous learning and research and development. Organizations can gain competitive advantage only by managing effectively for today while simultaneously creating innovation for tomorrow.In developing the firms marketing strategies and plans for its products and services, the manager must carefully analyze the competition to be faced in the marketplace. This may range from direct brand competition (which can also include its own brands) to more indirect forms of competition, such as product substitutesAn important aspect of marketing strategy development is the search for a competitive advantage; something special a firm does or has that gives it an edge over competitors. Ways to achieve a competitive advantage include having quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution. Competitive advantage can also be achieved through advertising that creates and maintains product differentiation and brand equity. (Belch & A. Belch, 2003)

Author also suggests that there is no place for standardization; each project is unique. Its characteristic features include flexibility, openness to changes, searching for information and resources in the external environment, anticipation, creativity, experimenting and informal communication. (Hana, 2013)According to Tidd et al. (2006) innovation contributes to achieving a competitive advantage in several aspects. The most important characteristics of innovations include: A strong relationship between market performance and new products. New products help maintain market shares and improve profitability. Growth also by means of non-price factors (design, quality, individualization, etc.). Ability to substitute outdated products (shortening product lifecycles).

COMPETITIVE STRATEGIES:Typically there are four types of market dominance strategies that a marketer will consider: There are market leader, market challenger, market follower, and market niches.The market leaderis dominant in its industry. It has substantial market share and extensive distribution arrangements. It is typically the industry leader in developing innovative new products and business methods. (Sheremata, 2004)Leaders are more likely to experience market share erosion and/or dethronement whenrelative to industry challengersthey are less competitively aggressive, carry out simpler repertoires of actions, and carry out competitive actions more slowly. Market share leaders are more profitable because they exploit economies of scale and market power, as well as first mover and reputational advantages. (Ferrier et al., 1999)Whereas, a market challengerin an organization is strong, but not a dominant position that is following an aggressive strategy for trying to gain a market share. It typically targets the industry leader.Challengers can successfully compete against dominant firms in network markets through innovation. However, the type of innovation a challenger should compete with depends on characteristics of the market and technology. (Sheremata, 2004)Market challenger can use following strategies to gain market share and to attack its competitors:

Frontal attack Flank attack Encirclement attack Bypass attack guerilla warfare

MARKETING AND PROMOTION STRATEGIES:

When any organization wants success of its particular product, then it must follow effective marketing strategies. The basic purpose of the marketing strategy is to provide unifying direction.It specifically provides directions to any attractive development areas that are off limits, it clearly specifies those areas where effort is to proceed and it adds any other direction appropriate and relevant to the firm. (Crawford, 1972).Author also suggest that, this is also necessary for the organization to introduce new and existing products with little modifications to attract new and existing customers more towards its product and when they also wants to increase customers satisfaction level. (Crawford, 1972)For any product to compete with other products, it is imperative to make effective advertising and marketing strategies, because customer becomes more influenced by advertisements and other promotion tools in this modern world. These changes in modern world are driven by advanced technology and creativity that led to rapid growth of competition and help introductory products to take place and then maintain their position in the market. (Belch & A. Belch, 2003)Advertising and promotion are an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The ability of advertising and other promotional methods to deliver carefully prepared messages to target audiences has given them a major role in the marketing programs of most organizations.Companies ranging from large multinational corporations to small retailers increasingly rely on advertising and promotion to help them market products and services. . (Belch & A. Belch, 2003)

HYPOTHESES:NULL HYPOTHSIS: The marketing and promotional strategies do not play any role to increase the market share and brand image of Maggi as compared to Knorr.ALTERNATE HYPOTHSIS: The marketing and promotional strategies play vital role to increase the market share and brand image of Maggi as compare to Knorr.Our research hypothesis is a two-tailed hypothesis.RESEARCH PROCESS:First we defined the research problem. Next we declared our research objective. The third step was to develop the questionnaire to gather the data we needed to achieve our objectives. Fourth we prepared and analyzed the results, determine the conclusions, and prepared the research report.DATA COLLECTION PLANPrimary data:Primary data is a type of information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. It is data that has not been previously published and is derived from a new or original research study and collected at the source such as in marketing.In our research we have collected data through surveys and used questionnaires as the tool to collect the data at different locations. Our survey is typically a consumers survey.Secondary Data:Secondary data is all the information collected for purposes other than the completion of a research project and its used to gain initial insight into the research problem. It is classified in terms of its source either internal or external.There are enormous amounts of data that are collected every day by government agencies, universities, private organizations, non-profits, think tanks, public opinion polls, and students. Some examples include the U.S. Census Bureau, organizational records, surveys, newspapers etc. In order to use secondary data for your research, you need to 1) Locate the data 2) Evaluate the data 3) Verify the data.We have used secondary data to save our time and get the right direction for our research from sources like websites and articles.

Population:Target population for our research process includes consumers of instant noodles with in Karachi city.Respondents are mainly the house wives and the students as; Instant noodles formed an important part of their menu specially in case of shortage of time They also like instant noodles because of convenience of preparation They consume noodles for snacks when they want to have a quick bite

Sampling Plan:Our sampling plan includes:a) Sampling frameb) Sample unitc) Sample sized) Sampling techniquea) Sampling Frame:A sampling frame is a collection of data from a sample; a technique is used when a population or data sample is too large to be studied. The sampling frame used is usually selected by a survey planner. It is a list of all those with in a population who can be sampled, and may include individuals, households or institutions. The method however doesn't take all accounts of the population into study either because of faulty frames or lack of an apparent frame to study.Our sample frame is Karachi for this particular research.b) Sampling Unit:The sampling unit is the basic unit containing the elements of the population to be sampled. It may be the element itself or a unit in which the element is contained.Sampling unit in our research are the students of Karachi University and the people visiting shopping malls located in Gulshan e Iqbal, North Nazimabad and Tariq road.c) Sample Size:Sample size is the number of observations used for calculating estimates of a given population. Sample size determinationis the act of choosing the number of observations orreplicatesto include in astatistical sample. The sample size is an important feature of any empirical study in which the goal is to makeinferencesabout a populationfrom a sample. In practice, the sample size used in a study is determined based on the expense of data collection, and the need to have sufficientstatistical powerOur sample size for this research is based on 105 consumers of instant noodles using Knorr and Maggie noodles.d) Sampling Method:Majorly two types of sampling techniques can be used; Probability sampling technique:A probability sample is one in which the sampling units are selected by chance and for which there is a known chance of each unit being selected. Non- Probability Sampling Technique:A non-probability sample is one in which chance selection procedures are not used. Samples are selected on the basis of convenience or judgment or by some other means rather than the chance.We select our sample using non-probability sampling method of Judgment and convenience sampling. We select number of individual from our personal judgment and convenience that we thought were knowledgeable about the topic. We recognized that the approach is not statistically valid, but we must balance that concern with our requirements for obtaining relevant data given the cost and time budgets of the project.RESEARCH APPROACHOur general approach was to target a number of individuals with specific questions that we believed would satisfy our research objective. The research team analyzed the results to identify potential opportunities and risks for the Maggie noodles and also understand the perception and expectations of a general customer from instant noodles.DATA GATHERING AND ANALYSISAs cleared from objectives of this study, the purpose of this research is how the strategies play the vital role to increase the market share and brand image of Maggie as compare to Knorr, so more emphasis has been laid on gathering such data that proved helpful for comparison among the companies performance.a) Data collection ToolFor the collection of data a survey is conducted by providing a well-designed questionnaire that contained Close ended and open-ended questions including multiple choice and dichotomous questions.b) Data Proceedings:We have summarized the respondents experiences and preferences of both the brands in form of Charts, graphs and Pivot tables.METHODOLOGY:The research was carried out in the form of a survey. This will include primary research in addition to secondary research as stated below. The survey research method was a descriptive research design. Each respondent was provided with Questionnaire. The sample was selected by a non-random sampling method. The survey will address thefollowing information area:Information Areas:The objective as spelt out can be elaborated into specific information areas to be studied. How do customers perceive Maggie as a stable brand, their perception ofnoodles and how do they associate themselves with Maggie? Are the consumers aware of Maggie Brand or they associate noodles with some other brand? Do they consider noodle as a healthy product? Which product from the entire basket of Maggie products do the consumers consider as the best-selling product for Maggie and to which the consumers frequently buy?LIMITATION: Respondents unavailability. Time pressure and fatigue on the part of respondents and interviewer. Courtesy bias. The project undertaken needs a lot of secondary data so the availability and precision of this data forms the major limitation as the biasness has to be minimized. The results and conclusions of the project cannot be generalized in all area of an organization. There was a shortage of time and resources for the functioning the operation.

RESEARCH

Descriptive Research

For the purpose of reaching to the right options with respect to the customers choices, we conducted a survey on 105 consumers, of which 63 were females and 34 males.The responses helped us formulate the right choices to put the questions for the respondents of the quantitative research.This research was carried out through a questionnaire (Annexure A). Our sample included 105 respondents. The main information parameters in the questionnaire were brand positioning, customer loyalty, pricing, quality and taste.The responses are as follows:Quantitative Research

1. Impact of attractive advertising on Maggi noodles

Do you think attractive advertisement may help Maggi to increase their sales?

May beAdvertisingdoes not helpAdvertising helps

Female13.56%8.47%77.97%

Employed7.69%7.69%84.62%

Housewife66.67%0.00%33.33%

Student10.81%8.11%81.08%

Unemployed16.67%16.67%66.67%

Male20.00%11.43%68.57%

Employed15.79%15.79%68.42%

Student25.00%6.25%68.75%

Figure 2Figure 1 Figure 1 shows that around 75% of consumers think that advertising the Maggi noodles brand effectively creates an impact on products sale. Figure 2, which shows the details according to the statuses of consumers, states that more than 80% of females who are employed or students perceive advertisement as an important factor in advertising the brand effectively. Similar patterns can be observed for males.2. Affordability

Do you think that prices of Maggi are affordable?

Not AffordableAffordable

Female25.00%75.00%

20,000 - 25,0000.00%100.00%

above 35,00050.00%50.00%

Male0.00%100.00%

20,000 - 25,0000.00%100.00%

25,000 - 30,0000.00%100.00%

30,000 - 35,0000.00%100.00%

above 35,0000.00%100.00

Figure 3

Since this was an open-ended question, so we found different responses. Majority of the respondents (as much as above 90%) said that Maggi noodles is affordable, A very few respondents said that Maggi is not affordable. From the bar chart above, we can easily conclude that males having higher income perceive Maggi as an easily affordable brand, while females having higher salary dont relate their incomes with their purchasing powers. So we can conclude that pricing may not be an issue for Maggi purchasers.3. Awareness of Maggis slogan

Do you know Maggis slogan?

Iska magic hi aurMitadobhook Taste bhi health bhi

Female17.95%2.56%79.49%

Housewife33.33%0.00%66.67%

19 to 2550.00%0.00%50.00%

26 to 300.00%0.00%100.00%

Student16.67%2.78%80.56%

19 to 2516.67%3.33%80.00%

26 to 300.00%0.00%100.00%

Under 1833.33%0.00%66.67%

Male26.67%20.00%53.33%

Student26.67%20.00%53.33%

19 to 2530.77%23.08%46.15%

26 to 300.00%0.00%100.00%

Under 180.00%0.00%100.00%

Figure 4

Figure 5Majority of male and female population is well aware of Maggi slogan as compared to slogans of other brands.4. Drive towards purchasing Maggi noodles

Why do you purchase instant Noodles?

Category% of Responses

Convenience11.88%

Hygiene11.88%

No Idea6%

Quality20%

Taste50%

Figure 6

It can easily be seen from Figure 6 that half of the respondents emphasized on the taste of the noodles, followed by quality (20%)5. Most purchase noodles brands

Which brand of instant noodles you purchase most?

Most purchased brands% of Responses

Knorr43.43%

Maggi48.48%

Other1.01%

Shan Shoop7.07%

Figure 7

From our survey research, we have found that majority of consumers in Pakistan prefer Knorr and Maggi for instant noodles, while rest of the brands have a very low relative market share like Shans Shoop noodles and others.Figure 7depicts that Knorr and Maggi have market shares almost somewhat similar to each other, unlike other brands such as Shans Shoop etc.6. Reason to purchase noodles

Figure 8

Why do you purchase noodles?

AvailabilityBrand ImageTaste

Female1.89%5.66%92.45%

19 to 252.44%7.32%90.24%

26 to 300.00%0.00%100.00%

30 or above0.00%0.00%100.00%

Male12.50%18.75%68.75%

19 to 2515.00%15.00%70.00%

26 to 300.00%37.50%62.50%

30 or above25.00%0.00%75.00%

Figure 9 Responses pertaining to this question suggest that majority of consumers in Pakistan emphasizes on taste of the noodles7. Do you know the price of a Maggi noodles pack?

Figure10

Figure 11

It can be seen in figure 10 that 75% of the consumers are aware of the price of Maggi noodles. Figure 11 shows the same pricing parameter but the data are further segmented according to different salaried consumers. It indicates that lower salaried males and females are aware of our brands price, while females having salaries ranging from 25,000 to 30,000 are totally unaware of prices, unlike their male counterparts, whose majority is aware of the prices. The figure also indicates that males having high income are indifferent in this matter.8. Ratings of different parametersIn this question, we asked a rating question from the respondents having the following parameters. The ratings were from 1 (least important) to 5 (very important). Respondents were asked to rate each parameter with different ratings. Brand Length of noodles Taste Variety of flavors Price Packaging Non-stickiness Ease of preparation Availability Health ingredientsWe have found the following patterns:Figure 12 Figure 13 Figure 14 Figure 15 Figure 16 Figure 17 Figure 18 Figure 19 Figure 20

It is evident from figure 12 that approximately 35% instant noodles consumers select Maggi because of its Brand image and for only 05 % consumers brand image is of least importance. Figure 13, exhibits that more than 35% consumers prefer Maggi because of its large range of flavors. It is clear from Figure 14, that the length of the noodle cake is not a critical parameter for the consumers in selecting noodles. From Figure 15, we found that price of the noodles is one of the most important parameter for most of the consumers. Figure 16, shows that for most consumers Packaging of the noodles pack is important as it attracts the consumer but it is also not a critical parameter for selecting noodles. Figure 17, shows that for majority of consumers Non stickiness of noodles is very important because of the reason that Maggi instant noodles dont get stacked to the pan or with each other; the consumers can enjoy full flavor and quantity of Maggi noodles. Figure 18, shows that many noodles consumers preferred magi instant noodles because of ease of their preparation. From figure 19, we found that as the market distribution of Maggi noodles is very high they are easily available in many cities of Pakistan, especially in Karachi, it is one of the most important parameter why people preferred Maggi noodles. Figure 20, shows that majority of instant noodles consumers dont give preference to the health parameters, for most of the consumers it is just important and many feels indifferent about the health ingredients of Maggi noodles.9. Suggestion to improve the quality of Maggi noodles.Since this was an open-ended question, so we have got the various responses ranging from taste to quality emphasis. A variety of respondents claimed that the taste of Maggi noodles is not up to the mark. Furthermore, they should also include a variety of flavours like Chatpatta etc. So many respondents claimed that Maggi should keep their taste and quality intact.

DATA ANALYSIS: Statistical Analysisz-testingMaggi Brand ImageProduct Marketing StrategyPromotional Strategy

Formula Value0.710.420.44

Table Value at 5% sig.(2.tailed)-1.96-1.96-1.96

From the above testing, observed value for brand image is 0.71 which lies in the accepted region related to the table value of -1.96 so we accepts the null hypothesis that brand image of Maggi does not play any role as compared to Knorr. From the above testing, observed value for product marketing strategy is 0.42 which lies in the accepted region related to the table value of -1.96 so we accepts the null hypothesis that product marketing strategy of Maggi does not play any role in increasing market share as compared to Knorr.From the above testing, observed value for promotional strategy is 0.42 which lies in the accepted region related to the table value of -1.96 so we accept the null hypothesis that promotional strategy of Maggi does not play any role in increasing market share as compared to Knorr.FINDINGS: 48.48%ofthe respondents prefer Maggi noodles over other brands of instant noodles. According to 86% respondents Maggi noodles are affordable. According to 09% respondents Maggi noodles are unaffordable. 79.49% male and 53.33% female respondents are aware of Nestle Maggi slogan. 50%of respondents preferred Maggi noodles because of their taste 20% percent of the respondents purchase Nestle Maggi noodles for its quality 12%respondents buy Nestle Maggi noodles because of convenience to prepare them 12%respondents buy Nestle Maggi noodles because it is a hygienic product 06% of therespondents purchase nestle Maggi noodles whenever needed. Television advertisements are a major factor in purchase decision compared to other Medias. 77.97% female consumers and 68.57% male consumers believe that advertising helps attracting people more towards Maggi brand. 75% of consumers think that advertising the Maggi noodles brand effectively creates an impact on products sale 75% of the respondents are aware of price of Nestle Maggi noodles. The foremost influencer in purchase decision of the respondents is children. 35%respondents prefer Nestle Maggi noodles because of their property of non-stickiness. For 40% ofthe respondents a vast range of flavors is one of the most important parameter in choosing instant noodles. Most of the respondents want increased quantity of noodles in packets. They want a large noodle cake inside the noodles pack.CONCLUSION:Analysis ThemeInput for StrategyAction Plan

Price and Taste are the most important factors, as peoples disposable income is slowly decreasingDont compromise on either of themLaunch different sizes of packets in all variants in mainly sub-urban areas, for those who cannot afford high prices of chicken.

Consumers highly prefer quality and easy availabilityEnsure quality standards are met and increase availabilityIncrease incentives to keep the sales people motivated. Higher trade margin to increase visibility

Taste is the single-most important deciding factor in brand preferencesContinue promoting difference in tasteLaunch BTL activities. Target schools and colleges and cafeterias to develop the taste of consumers

Addition of new flavorsEnsure the addition of new flavors to retain consumers interest in the productKeep track of taste preferences of consumers. Come up with different sizes of packs in variants like Chatpatta, spicy, Thai flavors, Mexican flavors etc.

Health and hygieneNever compromise on health standardsContinue investing in technology and maintain the quality

Convenience is the keyOffer easier and more convenient solutionsConvenient packets: family size packs

Concepts are easily replicating in the industryContinue promoting difference in Taste and QualityBTL activities such as promotional campaigns at institutions cafeterias and canteens can be used for these

RECOMMENDATIONSFrom our data analysis and interpretations it is concluded that the current marketing and promotional strategies of Maggi is not effective and does not play any role in the brand image and in the market share as compare to Knorr.After the conducted study following recommendations could be sited for Maggi Brand.

Product line extension with variants for varied markets. To gain maximum leverage in terms of profit, the company should pay emphasis on teenagers. Advertising is the key to success. Targeting these segments will not only enhance the companys profit margins but also it will leverage the brand image of Maggi. Innovation in Product, packaging and pricing of Maggi Noodles through investment in market research. Launching health awareness campaigns, publish health information, sponsor health camps etc. to educate the customers about benefits of healthy and hygienic foods. To gain more market share and brand image Maggi also should emphasize on effective marketing and promotion strategies of products other than instant noodles like Maggi cubes, ketchups, soups etc. Maggi also should focus youngsters for its promotions and advertising activities, Maggi should launch kids program like Knorr gang adventure. Its sales promotion activities would also be increased by providing more incentives and gift items to children. Mostly customers prefer chicken flavor in instant noodles so Maggi must introduce new and exciting flavors range in chicken flavor. Must change its packaging. Maggi should focus on its packaging and provide more attractive packaging to its customers who would be more appealing to children and mothers. Maggi should increase the quantity of its packets and should also provide packets of different sizes to target families. Maggi should focus on frontal strategies by improving their product quality and quantity by effective promotion, advertisement and affordable pricing strategies. Maggi also should follow bypass strategies by improving their technologies as compared to Knorr so to achieve cost leadership strategies and save cost of manufacturing as far as possible. Maggi should also diversify their product range into unrelated products like introducing Chinese, Mexican or Italian spices range. (Condiments). Maggi should engage customers more, through evolving mediums like social networking sites, road shows, or moving hoardings with the ad of the product etc. This would enable the Maggi Brand Managers to listen to the reviews and views from their customers and improvise their marketing strategy. There must be extensive media advertising in order to increase the consumers familiarity with new product launches. Magi should also involve product demos and samplings for new products and flavors at busy places like malls and market places or residential complexes. It can increase product penetration by increasing its products available not only in supermarkets, hypermarkets and journal stores but also in small public stores and shops. Magi should implement General promotional strategies in order to increase brand visibility. It should also emphasize on events like, Online Maggi recipe Challenge and innovative entries must be compiled into e-cookbook. Launching Maggi goodies like Computer Wallpapers and Screensavers would increase Brand recall.

ReferencesMolina, M. &saura, I. 2007. PERCEIVED VALUE, COSTOMER ATTITUDE AND LOYALITY IN RETAILING, Journal of Retail and Leisure Property, 7, 305-314.Ravald, A. &Grnroos, C. (1996). THE VALUE CONCEPT AND RELATIONSHIP MARKETING, European Journal of Marketing. 30 (1), 1930.Yang, Z. & Peterson, R.T. (2004). CONSUMER PERCEIVED VALUE, SATISFACTION AND LOYALITY, the role of switching costs. Psychology and Marketing. 21 (10), 799822.Gwinner, K.P., Gremler, D.D. &Bitner, M.J. (1998).Relational benefits in services industries: The customer's perspective Journal of the Academy of Marketing Science. 26 (2), 101114.Payne, A. &Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing. 69 (4), 167176.Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence.Journal of Marketing. 52, 222.McDougall, G.H.G. & Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing. 14 (5), 392410Swait, J. & Sweeney, J.C. (2000). Perceived value and its impact on choice behaviour in a retail setting. Journal of Retailing and Consumer Services.7 (2), 7788.

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BIBLIOGRPHY

1. Belch, M & A. Belch Advertising and promotion, an integrated marketing communication perspective,New York: The Mc graw Hill companies, 2003.2. Crawford, C 1972, Strategies for New Development, guidelines for a critical company problem.3. Ferrier, W., SMITH, K. & GRIM, C. (1999), The Role of Competitive Action in Market Share Erosion and Industry Dethronement: A Study of Industry Leaders and Challenger, Academy of management journal, 42 (4).4. Gwinner, K.P., Gremler, D.D. &Bitner, M.J. (1998).Relational benefits in services industries: The customer's perspective.Journal of the Academy of Marketing Science. 26 (2).5. Hanna, U 2013, Competitive Advantage Achievement through Innovation and Knowledge.6. Liabotis, B 2007,Three Strategies For Achieving And Sustaining Growth, IVEY BUSINESS JOURNAL7. Molina, M. &saura, I. (2007).Perceived Value, Customer Attitude and Loyalty in Retailing Journal of Retail and Leisure Property, 7.8. McDougall, G.H.G. & Levesque, T. (2000).Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing. 14 (5).9. Payne, A. &Frow, P. (2005).A strategic framework for customer relationship management. Journal of Marketing. 69 (4).10. Ravald, A. &Grnroos, C. (1996).Value Concept and Relationship Marketing. European Journal of Marketing. 30 (1).11. Swait, J. & Sweeney, J.C. (2000).Perceived value and its impact on choice behavior in a retailsetting. Journal of Retailing and Consumer Services.7 (2).12. Stine, G n.d, the nine principles of branding, Polaris Inc. branding solution.13. Shermata, W 2004, Competing through Innovation in Network Markets: Strategies for Challengers, Academy of management review, 29 (3).14. Tuominen, P 1999, Managing Brand Equity, Turku School of Economics and Business Administration.15. Yang, Z. & Peterson, R.T. (2004).Consumer Perceived Value, Satisfaction And Loyalty. The role of switching costs. Psychology and Marketing. 21 (10).16. Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing. 52.

APPENDICESAnnexure A Questionnaire

Thank you for taking the time to complete this surveyThis survey should only take about 8 minutes of your time. Your answers will be completely confidentialPlease tick () against the most appropriate answer.1) Which brand of instant noodles you purchase the most?

a. Shan Shoop

b.Knorr

c.Maggi

d.Other

2) Why do you purchase this brand?

a.Taste

b.Health

c.Price

d.Availability

e.Diverse Range

f.Brand Image

g.If Other, please specify

_______________________

3) What Factors drive you most towards your choice?

a.Convenience

b.Hygiene

c.Taste

d.Quality

e.No idea

4) Have u ever tried Maggi instant noodles?

Yes No

5) Which flavor of Maggi you prefer to buy?

a.Chicken

b.Chatkhara

c.Masala

d.Lemon Chaska

e.Karara

f.Bar-B-Q

6)Do you know Maggis slogan?

a.Mita do bhook

b.Taste bhi health bhi

c.Iska magic hi aur

7) From where (source of advertising and promotion) you came to know about Maggi brand?

a.TV ads

b.Face book promotion

c.Radio ads

d.Billboards

e.School programs

f.Word of mouth

g.Other source

8) Do you think attractive advertisement may help Maggi to increase their sales? (Yes/No/May be)9)Do you like to try new flavours? (Yes/No)

10)Why do you eat instant noodles?

a. Convenience

b. Cheap

c.Tasty

d.Time Saving

e.Other

11)Do you know the price of a Maggi noodles pack? (Yes/No)

12)Do you think prices of Maggi noodles are affordable? Why? Why not?

13)Rate the importance of the following while choosing a noodle, 1 means least important, 5 highly important

a.Brand 1 2 3 4 5

b.Length of noodles 1 2 3 4 5

c.Taste 1 2 3 4 5

d.Variety of flavors offered 1 2 3 4 5

e.Price 1 2 3 4 5

f.Packaging 1 2 3 4 5

g.Non-stickiness 1 2 3 4 5

h.Ease of preparation 1 2 3 4 5

i.Availability 1 2 3 4 5

j.Health ingredients 1 2 3 4 5

14)Who decides which brand of noodles to buy in your household?

a.Children

b.Parents

c.Housewife

15)The degree you like the Maggi noodles

a.I like them very much

b.Like them a little

c.Indifferent

d.Not really like them

e.Totally dislike them

16)How do you perceive Maggi noodles?

a.Good for health

b.Ready to eat

c.Junk food

d.Tasty/fun eating

17)What is your criterion to buy a noodle?

a.Brand loyalty

b.Price consciousness

c.Quality consciousness

d.Innovation

e.Market availability

f.Taste

g.Other, (please specify) ______________________

18)A Maggi noodle is purely a snack time dish?

a.Strongly agree

b.Partially agree

c.Disagree

d.Strongly disagree

19)Give your suggestion to improve the quality and taste of Maggi noodles.

Annexure B Z table

Standard Normal Probabilities

18