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Read the case below and refer books and news articles to answer the questions below the case from the consumer behaviour perspective Nestles Maggi: The consumer warfare In early June 2015, Paul Bulcke, Nestlé S.A.’s global chief executive officer, took an urgent flight to India, having been advised that one of the company’s highly popular brands, Maggi, was banned from its second- largest market. The issue was further aggravated when the ban spread to India’s neighboring countries, Singapore and Nepal. Food safety agencies of various developed countries, including the United Kingdom, soon became concerned. India’s food regulatory body, the Food Safety and Standards Authority of India (FSSAI), labelled Maggi as unsafe to human health after samples showed excess levels of lead and monosodium glutamate (MSG). Following considerable outrage over food safety fears in India, Nestlé withdrew the entire stock of the product that had been distributed at retail channels across the country. Nestlé persistently claimed that the product was safe. However, the decision to recall the product was made to retain consumer confidence, as noted in a press release issued by the company: The trust of our consumers and the safety of our products is our first priority. Unfortunately, recent developments and unfounded concerns about the product have led to an environment of confusion for the consumer, to such an extent that