PERCEPTION OF BRANDED NOODLES AMONGST DELHI RESIDENTS- BEFORE AND AFTER MAGGI CONTROVERSY

Abstract

The instant noodles market in India is reeling under an unprecedented crisis with the banning of the country’s favourite 2 minute snack : Nestle’s Maggi . The reports of food regulators have confirmed the presence of lead and MSG in excess in Maggi. Maggi enjoys a fan following like no other and with the company claiming the noodles safe for consumption, there is a need to know whether decades old association with any brand changes consumers’ perception after discovery of health risk and has the perception of Maggi brand changed significantly after the controversy. Also, it is important to know what is the effect of Maggi controversy on its closest competitior’s consumer perception : ITC’s Yippee noodles. The findings show that consumer perception about Maggi has gone from good ( before controversy ) to bad ( after controversy). There has also been a significant dent on the perception of substitute noodles : Yippee.