Title: Consumer's risk relieving strategy towards branded food outbreak: the case of Maggie noodles in India

Authors: V. Moovendhan; Satish Kumar; Kothari Mayank

Addresses: Vellore Institute of Technology (VIT), Vellore, India ' Institute of Finance and International Management, Bangalore, India ' Institute of Finance and International Management, Bangalore, India

Abstract: This research aimed at various risk relieving strategies adopted by consumers of Maggie 2 Minute noodles in the post food scare reported in the recent past in India. Despite being a speculation of the major scare over the alarming level of MSG and lead in Maggie's 2 Minute noodles, the product is continuously patronised by the consumer. The survey-based research using structural equation modelling (SEM) technique was employed to test the significance of seven risk relieving strategies identified from the literature. The research finds that the consumers are still purchasing Maggie 2 Minute noodles due to the high brand image associated with the product which is followed by product quality. The price was found to be the least risk relievers among the consumers.

Keywords: consumer risk reliving strategy; branded food scare; consumer perceived risk; Maggie noodles food outbreak in India.

DOI: 10.1504/IJICBM.2019.100305

International Journal of Indian Culture and Business Management, 2019 Vol.18 No.4, pp.405 - 419

Available online: 20 Jun 2019 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article