Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

Brand Positioning and the Consumer Mind Case Study: Maggi Noodles 41 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals 55.1% of consumers do not purchase separate Maggi Masala sachets while 44.9% of them do. This indicates that almost half the consumers do enjoy putting Maggi Masala in other meals. Contrary to what is shown in the advertisement, most consumers take more than 5 minutes toprepare their Maggi Noodles. The Lead and MSG controversy affected the trust of mere 27% of consumers' poplulation.While 41% of them did not lose trust regarding the same, 32% of them were not sure. IV. R esult Maggi Noodles have successfully positioned itself in the minds of its consumers as a product that can be consumed by people of all age groups. It is enjoyed by consumers ranging from 15 years to even above 70 years (predominantly from 15 years to 30 years). Overall, they feel that the quality and the quantity of the product are good. It can be enjoyed with family and friends and also in solitude. Most consumers were unaffected by the Lead and MSG Controversy which indicates the love they have for the product. Most of them approximately take more than 2 minutes to prepare and they like to customize their meal with various ingredients. Some of them prefer to purchase separate Maggi sachets for their meals.