RESEARCH ON CUSTOMER SATISFACTION TOWARDS MAGGI NOODLES

ABSTRACT This study explores the customer satisfaction on Nestle Maggi noodles. Customer satisfaction refers to the satisfaction that customer display in searching for purchasing, using, evaluating and disposing of products and services that they expect, will satisfied their need. Customer are highly complex individual subject to a variety of psychological and sociological needs apart from their survival needs. Needs and priorities of different customer segments differ drastically. This study analysis the brand preference of Nestle Maggi noodles by customer. The study evaluates the quality of Nestle Maggi noodles availed by customer, the media influences in consummation, the effect of the pricing policy in customer satisfaction. This study attempts to measure customer satisfaction as well as contributing to the commercial efficiency by the way suggestion to improve its probability in long term business. Quick food style is catching up fast because of more number of working couples, domestic fuel crisis, non-availability of reliable domestic servant and breaking up of joint family system. Neither time nor patience to prepare the ingredients and wholesome food in the house itself, the high price of ingredients and ready mix are also a significant factor responsible for the spectacular increase in the demand for Maggi noodles product.Nestle was a global processed food manufacturer having its headquarters in Switzerland. The Indian Subsidiary Nestle India, began its operation in 1912 with the growing economic liberalization in India it tried to establish its business. Firstly, it was dealing in agriculture and dairy sector. In 1980 it launched brand Maggi in 80’s business environment, their priority was to position noodles as an Indian product. Therefore, they targeted the working women, Professionals living alone and children. They tried to communicate the positioning of brand Maggi as a tasty and healthy food, which was convenient to cook, consuming less time.The brand Maggi was targeted specifically according to various segmenting the east and south parts of India where rice was the major food item. They launched rice noodles to attract more customers in these areas. They added various segments such as dhal Atta, vegetable Atta and rice noodles. In traditional noodles it added variants like curry, masala, tomato, lemon masala and chilly chow as rice variants.