Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka

Abstract

Nestlé S.A. is the largest food company in the world, ranking 72 on the Fortune Global 500 in 2014. It is a Swiss transnational food and beverage company headquartered in Vevey, Vaud, Switzerland. I was appointed as an intern in the Sales department. In this three months long stay at Nestlé Bangladesh Limited I have been appointed into three different projects. Among these three projects I will be discussing in details about one of them. The project “Exploring consumer attitude for Maggi Seasoning among the low income segment in Dhaka” has been undertaken to have a better understanding of the consumer landscape, income, family size, expenditure on food, shopping pattern and the purchase points, which helps to clearly identify business gaps and opportunities, spot the drivers of the current business growth as well as develop potential long term strategic innovations. Therefore, at the first stage, Dhaka city was divided into six zones and each zone was visited and explored. The purpose was to identify the areas where the target customer (Sec: C&D) of Maggi Seasoning lives. 47 clusters were identified which provide a holistic picture of consumer landscape and buying points. In the second stage, to get the consumer insight and better understand their buying behavior 44 in-home interview was conducted, one from each cluster. These in-home interview provided important information regarding consumers such as their life style, consumption pattern, expenditure on food, shopping pattern, foods they consume etc. The information collected from the in‐home interview was analyzed thoroughly and recommendations were made upon the findings and observations. The recommendation part chalked out a marketing mix (product, price, place and promotion) for Maggi Seasoning in Bangladesh. The proposed recommendations will help to understand needs of the consumers and how Maggi can add value in their existing need gaps.