The Importance of “Consumer Type” in the Attribution of Crisis Responsibility: The Case of the Maggi Noodles Crisis in India

ABSTRACT

This study investigates a corporate crisis from the perspective of a consumer. Using in-depth interviews, it investigates the perceptions of mothers about the Maggi noodles lead crisis in India. The findings reveal three types of customers—the devotees, doubters and dropouts—who had different perceptions about the crisis and attributed different levels of responsibility to the corporation based on their attitude and affect toward the brand, attitude toward the corporation, attitude toward the regulatory institution, and levels of nationalism. The study recommends that corporate response strategies during a crisis should focus on the “customer type” and not just the “crisis type” in order to be effective. The theoretical implication and managerial implications for crisis and strategic communication are discussed.

Notes

¹ Baba Ramdev has a massive following in India and is known for teaching yoga and selling various products under the Patanjali brand.