WITH REFERENCE TO THE NOODLES BRAND

“MAGGI’’ AND “TOP RAMEN’’

INTRODUCTION

• Brand Equity is defined as “The commercial

value that derives from consumer perception of

the brand name of a particular product or

service, rather than from the product or service

itself”.

• Brand equity refers to the value of a brand.

DIMENSIONS OF BRAND EQUITY

Customer based brand equity is defined as the value that

consumers associate with a brand (Aaker 1991).

CUSTOMER BASED

BRAND EQUITY

DIMENSIONS

BRAND

LOYALTY

PERCEIVED

QUALITY

BRAND

ASSOCIATION

BRAND

AWARENESS

OBJECTIVES OF THE STUDY

• To analyse the various dimensions of Brand

Equity with reference to two brands of noodles

“Maggi” and “Top Ramen” on a comparative

basis.

• To examine relationship among the four

dimensions of Brand Equity with reference to

two brands of noodles “Maggi” and “Top

Ramen”.

METHODOLOGY

• Study Area - The study covers Female college students in Chennai city .

• Sample Size - 50 respondents

• Sampling Method Used - Convenience Sampling

• Data Sources - The study is based on primary data that has been collected using a structured questionnaire.

• Questionnaire- The structured questionnaire consists of twelve sub factors measured by thirty-six statements

• Statistical Tool Used- Weighted Mean and Correlation techniques are used to analyse the data collected using

MS Excel and SPSS 20.0

• Level of significance- Tests are carried out at 5% and 1% level of the significance.

LIMITATIONS OF THE STUDY

• Due to paucity of time sample size has been

restricted to 50

• The study is made only with respect to two

noodles brand “Maggi” and “Top Ramen”

DATA ANALYSIS

WEIGHTED MEAN-BRANDAWARENESSS.NO STATEMENTS MAGGI TOP

RAMEN

BRAND RECOGNITION 3.83 3.28

1 I am aware of all the products offered by this brand 4.02 3.22

2 I have an excellent opinion on this brand 3.30 3.26

3 I can recognize this brand among other competitive brands 4.16 3.36

BRAND RECALL 4.11 3.12

4 I don’t have difficulty in imagining this brand in my mind 4.08 3.52

5 I can easily recall the slogan of this brand 4.00 2.76

6 I know how this brand logo looks like 4.24 3.08

BRAND FAMILIARITY 4.36 3.78

7 This brand is always available in the market 4.18 3.62

8 I have used this brand personally before 4.36 3.70

9 I have seen advertisements of this brand 4.56 4.04

WEIGHTED MEAN-BRAND ASSOCIATION

S.NO

STATEMENTS MAGGI TOP

RAMEN

PERCEIVED VALUE 3.45 3.27

1 Compared to alternative brands, this brand charges low price for its products

3.28 3.48

2 Among brands of instant noodles I consider this brand a good buy

3.84 3.22

3 Considering what I pay for this brand, I get much more than my money’s worth

3.22 3.10

BRAND PERSONALITY 3.94 3.45

4 This brand has a personality 4.08 3.56

5 This brand is interesting 3.94 3.60

6 I have a clear image of the type of person who would use this brand

3.80 3.20

ORGANISATIONAL ASSOCIATION 3.72 3.42

7 I trust the company which makes this brand 3.48 3.42

8 I like the company which makes this brand 3.92 3.48

9 The company which makes this brand has credibility 3.78 3.36

WEIGHTED MEAN-PERCEIVED QUALITYS.NO STATEMENTS MAGGI TOP

RAMEN

PERCEIVED QUALITY 3.05 3.36

1 The products offered by this brand are of high quality 3.18 3.42

2 No other brand can beat this brand in terms of quality 2.80 3.30

3 This brand maintains consistency in terms of its quality 3.16 3.38

LEADERSHIP 3.69 3.09

4 In comparison with alternative brands this brand is a leading brand

3.92 3.20

5 The products of this brand are growing in popularity 3.66 3.14

6 Compared to alternative brands this brand is innovative 3.50 2.94

PACKAGING OF PRODUCT 3.41 3.43

7 This brand’s product are neatly packed 3.94 4.04

8 The packaging of the products of this brand are different from that of its competitors

3.24 2.96

9 Products of this brand contains all the necessary true details of its contents on their package

3.06 3.30

WEIGHTED MEAN-BRAND LOYALTYS.NO STATEMENTS MAGGI TOP

RAMEN

EXPERIENCE 3.64 3.47

1 I have thoroughly enjoyed using this brand 3.96 3.46

2 This brand does not pretend to be something it is not 3.20 3.50

3 My past experiences with this brand makes me to expect it, to keep its promises

3.76 3.44

SATISFACTION 3.20 3.50

4 This brand delivers what it promises 2.86 3.64

5 This is one of the best brands I have ever bought 3.44 3.36

6 This brand has always satisfied me with regard to price, quantity, quality and also taste

3.30 3.50

BEHAVIOURAL AND ATTITUDINAL LOYALTY 3.49 3.28

7 This brand is always special to me and I would recommend this brand to others

3.58 3.50

8 Whenever possible I buy this brand on a regular basis 3.48 3.40

9 Even if many alternative brands arise I would surely stick on to this brand

3.40 2.94

WEIGHTED MEAN-BRAND EQUITY DIMENSIONS

S.NO BRAND EQUITY DIMENSIONS MAGGI TOP RAMEN

1 BRAND AWARENESS 4.10 3.93

2 BRAND ASSOCIATION 3.70 3.38

3 PERCEIVED QUALITY 3.38 3.29

4 BRAND LOYALTY 3.44 3.42

INTERCORRELATION-RELATIONSHIP

AMONG BRAND EQUITY

DIMENSIONS- MAGGI

Interpretation: In case of brand “Maggi” there is a perfect correlation between Perceived quality and brand association and the correlation value is significant at 99% confidence level. In case of interrelationship among other dimensions of brand equity the correlation values are not significant.

Correlations

brandawareness brandassociation perceivedquality brandloyalty

brandawareness

Pearson Correlation 1 .577 .588 -.366

Sig. (2-tailed) .608 .600 .762

N 3 3 3 3

brandassociation

Pearson Correlation .577 1 1.000** -.971

Sig. (2-tailed) .608 .008 .153

N 3 3 3 3

perceivedquality

Pearson Correlation .588 1.000** 1 -.968

Sig. (2-tailed) .600 .008 .162

N 3 3 3 3

brandloyalty

Pearson Correlation -.366 -.971 -.968 1

Sig. (2-tailed) .762 .153 .162

N 3 3 3 3

**. Correlation is significant at the 0.01 level (2-tailed).

INTERCORRELATION-RELATIONSHIP

AMONG BRAND EQUITY

DIMENSIONS-TOP RAMEN

Interpretation: : In case of brand “Top Ramen”among all the four dimensions of brand equity the correlation values are not significant at 95% confidence level.

Correlations

brandawarness brandassociation perceivedquality brandloyalty

brandawarness

Pearson Correlation 1 .133 .816 -.994

Sig. (2-tailed) .915 .392 .069

N 3 3 3 3

brandassociation

Pearson Correlation .133 1 -.465 -.239

Sig. (2-tailed) .915 .692 .846

N 3 3 3 3

perceivedquality

Pearson Correlation .816 -.465 1 -.749

Sig. (2-tailed) .392 .692 .462

N 3 3 3 3

brandloyalty

Pearson Correlation -.994 -.239 -.749 1

Sig. (2-tailed) .069 .846 .462

N 3 3 3 3

FINDINGS AND CONCLUSION

• Prior to the ban, Maggi ruled India’s instant noodles market not just with its ubiquity in the remotest corners of India but also with its popularity as a quick-fix meal.

• Even after lot of controversies Maggi is still preferred by customers among other brands of noodles.

• Customers have felt satisfied with Maggi noodles due to its Familiarity, Perceived value, Organisational association, Personality and Leadership in the market.