CHAPTER 2

LITERATURE SURVEY

Dr.Mustiary Begum (2016) [1] paper has highlighted issues related to Maggi and how

consumer have changed their perception regarding Maggi after post ban. Researchers have taken

93 respondents and have done analysis with the help of simple analytical tool like graph and

tabular form. The study shows those consumers are ready to buy Maggi after it relaunch in the

market provided that they include healthy ingredient. However researcher has not mention about

the profile of the respondent like gender, age, and preference which has greater impact on

decision making secondly the area of study is not covered by researcher which contribute

towards decision making of noodle the test and preference differ in different state hence the

present study has tried to cover maximum possible factor which affect behavior of consumer.

SHABISTA BOOSHAN (2016) [2].Paper has highlighted impact of Maggi noodle on

the psyche of the Indian consumers. The sampling technique used is Stratification followed by

SRSWoR. The researcher has divided entire population of India into strata, according to the

target audience groups of Maggi Noodles. Then the stratum that holds people falling in the age

group of 18 – 24 years from middle class families was selected. After this the sampling method

of SRSWoR was applied in the stratum, where the survey questionnaire was randomly sent out

the consumers scattered all over India. The conclusion is based on the data collected immediately

after 5 months of Maggi relaunch. According to researcher 75% of the population was ready to

accept Maggi after its comeback. However, the study has taken sample size restricted to age

group of 18-24 years. The decision taken is based on this selected age group which may not give

proper outcome as children below 18 years consumed magi at large. Secondly the period selected

i.e. 5 month was too early to give any decision on relaunch of Maggi. Thus the present study has
tried to cover all age group and quiet long period so that decision derived has impact to some

extent.

Ayushi Jain (2016) [3] the author has taken comparative study of Maggi and Patanjali

aata noodle. The said paper has highlighted growth of patanajali noodle due to Maggi ban. The

sample size was 100 respondents and restricted to Delhi region. Research shows that consumer

has accepted Maggi whole heartedly after its ban and also stated that Patanjali is most favored

due to its price.

Dr. Ramesh Sardar (2015) [4].the study is based on comparative analysis of Maggi at

international market and Indian market. Study is based on secondary data which highlighted the

preferences of Maggi at international market as compare to Indian market.

Dr.GOMATHI.D (2016) [5] The said study has taken overview of the status of Maggi

before and after ban in the market. Paper has highlighted scenario of Maggi in general .however

the specific period and the preferences of consumer is out of the scope of this study.

Neha Garg (2015) [6] Author has taken secondary source for the said study. Research

paper examines the root cause of the Maggi row. However the paper is based on secondary data

hence consumer preferences are out of the scope of the study. Consumer behavior is the main

criteria to study the impact of Maggi in India after its ban.

Shreeya Kaplay (2018) [7] attempt to find the perception of customers towards Maggi

instant noodles . Research was conducted in the city of Indore through survey conducting

method. Also secondary data was collected from various websites like website of DNA, Nestle

India ltd., FDA, etc. also from various newspapers like The Times of India, Business Standard,

Economic Times, Financial Express, The Tribune, etc were used. Using this information a
comparative study of customer preferences before and after ban of maggi instant noodles is

studied in this research paper.

Karthika (2016) [8] investigate Food Safety Regulators from Barabanki, a district of Uttar

Pradesh, India reported that samples of Maggie 2 Minute Noodles had unexpectedly high levels

of monosodium glutamate, as well as up to 17 times the permissible limit of lead. Maggie has

always insisted that its noodles are safe. study gives the major findings of a pilot survey

conducted among many consumers of Maggie to find out their attitude towards its relaunch after

the major controversies

Dr. A Sivakumar and Ms. S. Shyamala (2017)[9]This study focuses on perceptions of Brand

Image of Maggi Noodles before and after Re-Launch with Special Reference to Coimbatore

City. In May 2015, food safety regulations from barabanki, utttarpradesh, India reported the

samples of maggi 2 minutes noodles had unexpectedly high level of monosodium glutamate as

well as up to 17 times the permissible limit of lead. FSSAI ordered a recall of all nine approved

variants of maggi instant noodles and oats masala from India. Many states of India banned maggi

after the FSSAI decision. June, 2015 the central government of India banned nationwide sale of

maggi products. The nationwide ban was struck down by the Bombay high court. All the

samples of the maggi have been cleared with led much below permissible limit. Maggi come

back to the shelves in India from November 2015 after the high court order to nestle to

manufacture and sell the newly manufactured products. Data for the study has been collected

from the 200 responded from structured questionnaire and the statistical tool like percentage

analysis, chi-square, ranking analysis and ANOVA was used for analysis.

Saikat Banerjee(2017) [10]The study is based on a recent brand controversy linked with instant

noodle brand “Maggi” in India. The study examines impact on brand perceived quality,
credibility, trust and loyalty, and attitude about brand and company. Data have been collected

during July–October 2015 when the brand Maggi was banned in India due to quality-related

controversy. Results indicate that respondents, with higher post-controversy brand loyalty, hold

positive attitudes about brand. The interaction effect reveals that the relationship is significant

and positive. During controversy, consumers’ attitude about brand and company is not identical.

For a strong brand, consumers may have positive attitude but they become quite negative about

company.

. Jeon and Baeck (2016)[11] propagate that, during controversy, firms should improve their

marketing activity to reinforce particular brand associations that strongly related customers’

hold. Understanding the intensity and direction of reactions and attitude toward the product

brand (hereafter “brand”) and the company brand (hereafter “company”) may, in turn, help the

company to chart corrective actions to manage the impact of the controversy. Though the impact

of brand controversy may be measured by post-controversy financial performance of the brand,

researchers and practitioners may be interested to know the influence of brand controversy on

consumer’s post-controversy attitude about the brand and the company so that corrective actions

may be taken proactively and concurrently.

Yuan, Cui, and Lai (2016)[12] view that sincere apologies based on internal/dispositional

attribution are more effective to regain the respect of consumers and win them back. Internal

procedures should be shared with consumers if controversy is linked with quality and ingredient

of brands that may be seen specifically for food and technology-based products.

CHARLENE D. ELLIOTT (2009)[14]“Fun food is an overlooked, but increasingly

significant, category of food targeted to children in the supermarket. These supermarket products

emphasize foods’ play factor, interactivity, artificiality, and general distance from “regular”
foods: food is positioned as “fun” and eating as “entertainment”. The children are highly attuned

to fun foods and its packaging, offering savvy, if flawed, interpretations of how to determine the

healthfulness of a packaged good. I argue that the symbolic positioning of children’s food as fun

and fake creates several roadblocks in the quest to promote wholesome food habits in children,

and that the thematic of fun has unintended consequences that require careful consideration.”

The children mostly prefer this kind of packed food. They are not aware about the quality of

these products but attracted in the packing taste etc…

Dr WILMA (2015) [15] The lack of significant price difference between ultra- and less

processed foods suggests ultra-processed foods might provide time-poor consumers with more

value for money. The majority of packaged food available in New Zealand supermarkets is ultra-

processed and so also the unhealthiest. Most of the products were varieties of the same product.

For example 311 breakfast cereal products were available, of which 92 (29.6 percent) were

produced by two food manufacturers, Ozone Organics and Kellogg’s. These findings highlight

the need to improve the supermarket food supply by reducing numbers of ultra-processed foods

and reformulating products to improve their nutritional profile”

This is an article about the global market there are two types of processed food ultra processed

and less processed foods.Ultra processed food are less healthier than less processed food.so we

need to go forward with less processed packed foods.

SANJAY KUMAR (2015)[16]Indian consumers buying decisions about the packaged food is a

changing one based on the income level and demand level of customers. It is very difficult to

reach everywhere in Indian market because of the demographic variants. Retailer’s marketing

strategies and promotional activities will affect the packed food market.
Indian consumers buying decision is based on the various factors like income level, demand, and

retailer strategies etc…and the demographic structure of India limits company’s access of rural

markets.

Pughazhendi et al.(2012) [17] As per them in emerging markets advertisers use dominant

celebrities in ads to promote their product image. Single and multiple celebrity involvement in

ads affect buying Behavior in different ways. This study shows that consumer Behaviorand

attitude regarding brand, ads and purchase decision are positively affects by multiple celebrities.

Nitin J. Maniyal (2015)18] The youth of the 21st century are inclined towards the junk food, the

food that is tasty and easy to make although knowing its ill effects and its impact on health. After

Maggi Noodles was banned across the country and Nestle India Ltd withdrew stocks, it gave us

an opportunity to study what is the impact of Maggi Noodles on the youth, and study various

different factors connected to it through a survey. This Survey studies the consumption

frequency, its consumption after the ban and will it affect the sales once Maggi Noodles is Re-

launched.

Manvi Sharma Sood (2015) [19] Maggi gained publicity because if its remained in publicity for

its taste. If we recall Maggi is in popularity but because of different reasons, it is bringing

negative publicity to the product because of presence of monosodium glutamate (MSG) and

excessive limit of lead in its products as per the guide line of FSSAI (Food Safety Standards

Authority of India). This has shattered the trust of the consumers completely. As a result of this

Maggi was banned In India for five months which has resulted to a huge loss of Maggi in India.

The brand value has drop down and as a result the Bse and sensex of Nestle Maggi noodle also

drop down. The assessment shows the damage done by it to Nestle and how agin Nestle has

announced a re launch of Maggi

K.Srinivasan(2014) [20]Consumer behavior is important in helping to forecast and understand

for products as well as brand preference. The present paper highlights the study of consumer

behavior regarding instant food products among the consumers. The most dramatic change is the

change in consumer demographics and demand preferences. Hence , an attempt has been made to

analyse the consumer purchasing frequency for the instant food products. Further efforts have

also been made to know the consumer awareness towards products and to analyse factors

influencing the instant food products

Saritha Bahl (2012)[21] has develope a model to understand the determinants of

consumer behaviour regarding buying dicision. The frequency of consumer’s shopping for food

products has been analysed among different occupations. Efforts have been taken to know the

attitute of the consumers towards food product labels and their perception about food safety

which has also analysed.

Indumathi et al.(2007)[22] in their study have revealed that occupation of the women,

income of the family and saving time while cooking are the most influencing factors of spicy

products. The authors say that most of the consumers have purchase 200 gm pack of powders

and masalsa, while small number of consumers prefer 100 gm packets

Ranjith kumar (2007) [23]concluded that the advertisement influences product purchase

for a non-durable product like masala powder, the main factor is the quality. Consumers get

more awareness and influence from the advertisements. As there is an option for home made

preparation of masala powder, the marketers should be highly competitive without sacrificing the

quality of the product.

References

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Relaunch. Indian journal

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[2] BOOSHAN, S. (2016). Maggi muddle case and its impact on the psyche of the Indian

consumers (18 to 24 years). International Journal of Research in Applied, Natural and Social

Sciences, 4(9), p.1.

[3] Jain, A. (2016). A study on Maggi ban and simultaneous launch of Patanjali Atta noodles.

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[4] Sardar, 4. (2015). Maggi Stews in Lead and MSG Pot: Controversy over India’s favorite

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