Post on 19-Mar-2023
“A STUDY ON CUSTOMER SATISFACTION TOWARDS
INSTANT NOODLES”
Project Report Submitted to
UNIVERSITY OF CALICUT
In partial fulfilment of the requirement for the award of the degree of
BACHELOR OF COMMERCE
Submitted by
ALHA KABEER (CCATBCM088)
Under the supervision of
Ms. SHINY A. O.
DEPARTMENT OF COMMERCE
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
MARCH 2022
CHRIST COLLEGE (AUTONOMOUS),
IRINJALAKUDA
CALICUT UNIVERSITY
DEPARTMENT OF COMMERCE
CERTIFICATE
This is to certify that the project report entitled "A STUDY ON CUSTOMER
SATISFACTION TOWARDS INSTANT NOODLES " is a bonafide record of
project done by ALHA KABEER, Reg. No. CCATBCM088, under my guidance
and supervision in partial fulfilment of the requirement for the award of the
degree of BACHELOR OF COMMERCE and it has not previously formed the
basis for any Degree, Diploma and Associateship or Fellowship.
Mr. K.J. JOSEPH Ms. SHINY A.O.
Co- Ordinator Project Guide
DECLARATION
I, ALHA KABEER, hereby declare that the project work entitled “A STUDY
ON CONSUMER SATISFACTION TOWARDS INSTANT NOODLES “is a
record of independent and bonafide project work carried out by me under the
supervision and guidance of Ms. SHINY A.O., Assistant Professor, Department
of Commerce, Christ College, Irinjalakuda.
The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.
Place: Irinjalakuda ALHA KABEER
Date: CCATBCM088
ACKNOWLEDGEMENT
I would like to take the opportunity to express my sincere gratitude to all people who
have helped me with sound advice and able guidance.
Above all, I express my eternal gratitude to the Lord Almighty under whose divine
guidance; I have been able to complete this work successfully.
I would like to express my sincere obligation to Rev Dr. Jolly Andrews, Principal-in-
Charge, Christ college Irinjalakuda for providing various facilities.
I am thankful to Prof. K. J. .JOSEPH, Co-Ordinator of B.Com (Finance), for providing
proper help and encouragement in the preparation of this report.
I am thankful to Ms. SIJI CL Class teacher for her cordial support, valuable information
and guidance, which helped me in completing this task through various stages.
I express my sincere gratitude to Ms. SHINY A.O, Assistant Professor, whose guidance
and support throughout the training period helped me to complete this work
successfully.
I would like to express my gratitude to all the faculties of the Department for their
interest and cooperation in this regard.
I extend my hearty gratitude to the librarian and other library staffs of my college for
their wholehearted cooperation.
I express my sincere thanks to my friends and family for their support in completing
this report successfully.
TABLES OF CONTENTS
CHAPTER NO.
CONTENTS
PAGE NO.
LIST OF TABLES
LIST OF FIGURES
CHAPTER 1
INTRODUCTION
1-5
CHAPTER 2
REVIEW OF
LITERATURE
6-10
CHAPTER 3
THEORETICAL
FRAMEWORK
11-14
CHAPTER 4
DATA ANALYSIS
AND
INTREPRETATION
15-33
CHAPTER 5
FINDINGS,
SUGGESTIONS &
CONCLUSION
34-36
BIBLIOGRAPHY
ANNEXURE
LIST OF TABLES
TABLE NO.
TITLE
PAGE NO.
4.1
Table showing gender
wise classification
16
4.2
Table showing the
consumer’s choice to eat
Instant Noodles
17
4.3
Table showing frequency
of purchasing Instant
Noodles
18
4.4
Table showing response
towards price of Instant
Noodles
19
4.5
Table showing the
occasions for purchasing
Instant Noodles
20
4.6
Table showing the
number of Instant
Noodles packets
purchase in a week
21
4.7
Table showing the most
favourite model of
Instant Noodles that first
comes to your mind
22
4.8
Table showing which is
the most effective
23
promotional offers for
Instant Noodles
4.10
Table showing the factors
effecting the purchase of
Instant Noodle
25
4.11
Table showing medium
of advertisement
influencing the purchase
of Instant Noodles
26
4.12
Table showing customer
satisfaction towards
packaging of Instant
Noodles
27
4.13
Table showing
availability of Instant
Noodles in the market
28
4.14
Table showing Instant
Noodles not only for kids
but also for adults
29
4.15
Table showing Instant
Noodles is a luxury
purchase or a necessity
30
4.16
Table showing
respondents feeling when
they eat Instant Noodles
31
4.17
Table showing how the
respondent rates Instant
Noodles
32
4.18
Table showing
satisfaction towards
Instant Noodles
33
LIST OF FIGURES
FIGURE NO.
TITLE
PAGE NO.
4.1
Table showing gender
wise classification
16
4.2
Table showing the
consumer’s choice to eat
Instant Noodles
17
4.3
Table showing frequency
of purchasing Instant
Noodles
18
4.4
Table showing response
towards price of Instant
Noodles
19
4.5
Table showing the
occasions for purchasing
Instant Noodles
20
4.6
Table showing the
number of Instant
Noodles packets
purchase in a week
21
4.7
Table showing the most
favourite model of
Instant Noodles that first
comes to your mind
22
4.8
Table showing which is
the most effective
promotional offers for
Instant Noodles
23
4.10
Table showing the factors
effecting the purchase of
Instant Noodle
25
4.11
Table showing medium
of advertisement
influencing the purchase
of Instant Noodles
26
4.12
Table showing customer
satisfaction towards
packaging of Instant
Noodles
27
4.13
Table showing
availability of Instant
Noodles in the market
28
4.14
Table showing Instant
Noodles not only for kids
but also for adults
29
4.15
Table showing Instant
Noodles is a luxury
purchase or a necessity
30
4.16
Table showing
respondents feeling when
they eat Instant Noodles
31
4.17
Table showing how the
respondent rates Instant
Noodles
32
4.18
Table showing
satisfaction towards
Instant Noodles
33
2
1.1 Introduction
The instant food products originated in Japan with instant noodles and had its
beginning in India in the eighties but now a day we can easily found it in the
kitchen shelves of every Indian household. Demand for instant food products has
been increased due to modernization of home where many factors contribute like
food preparation, increasing number of working woman, changing in food
habits, breaking up of traditional joint family system, increase in urbanization,
rise in per capita income, change in life styles and increasing level of affluence
in the middle income group. As every human being needs food to perform
activity, food is the basic requirement of any person but due to changing lifestyle
and consumers are spending less time for planning, storing and cooking food.
Modern homes also don’t offer the necessary facilities for processing the food.
Thus, the food i.e. these instant foods gained instant acceptance. There are the
many kinds of instant foods available in market like: canned food items, instant
mix products, table relishes dairy products.
The word instant itself reflects quick means a type of food which we can cook
quickly. Instant noodles are simple, fast and convenient to cook. It occupied a
considerable shelf space in stores and supermarket in India. Now food companies
are providing number of varieties in instant noodles. Market of instant noodles
increasing day by day not only in India although overall world reason is simple
cost effective and easy to cook. Manufacturer offers different variety of instant
noodles.
According to Philip Kotler, consumer satisfaction is defined as, “personal
feeling of pleasure resulting from comparing a product’s pursued performance
in relation to his/her expectations”. Consumer satisfaction information,
including surveys and ratings, can help a company determine how to best
improve or change its products and services. An organization’s main aim is to
satisfy its consumers. This applies to industrial firms, retail and wholesale
businesses, government bodies, service companies, nonprofit organizations, and
every subgroup within an organization. One of the basic needs of human beings
is food. Nowadays people think that preparing food is a tough task. People are
3
searching for new ways for speeding up the food preparation process. With the
help of modern technology people found out instant food and readymade food
for their own convenience. Instant food means Foods that are ready to eat with
no or minimal preparation. These food products are typically, commercially
prepared food assigned for ease of consumption, sold as hot or ready to eat
dishes.
1.2 Statement of the problem
Proposed study is to identify consumer satisfaction on instant noodles. The
changing lifestyle of people made a drastic change in the food processing
industry. People are more focused on less time taking activity for consumption
patterns. The study is mainly conducted to find out the consumer satisfaction on
instant noodles.
1.3 Scope of the study
The study gives an insight into the important determinants on purchasing
frequency of instant noodles. Consumer attitude has always a scope for research
studies. Since the attitude and perceptions of buyers keep on changing with
passage of time, result in continuous and regular study. The study will be useful
for the producers, marketers etc. The study is also significant to take necessary
steps to make the health issue awareness on the instant food products.
1.4 Significance of the study
Consumer behavior is comparatively a new field of study. It is an attempt to
understand and predict human actions with regards to purchase or buying
decisions. With the entry of multinationals and home companies spring up their
act the confectionary market is booming.
4
1.5 Objectives of the study
• To find out the consumer satisfaction on instant noodles.
• To find out the consumer preference depends on the price, quality, brand
images and advertisement.
• To study the health issue awareness of consumer on instant noodles.
1.6 Hypothesis
1. There is no significant difference in satisfaction level towards instant
noodles on basis of demographic variables.
2. There is no significant difference on perception towards different noodles.
1.7 Research design
A Research design is the procedures for collecting, analyzing, interpreting and
reporting data in research studies. In simple words it is a framework or blueprint
for conducting research.
1.7.1 Nature of study
The nature of the study is descriptive and analytical in nature and follows an
exploratory study. It has a loose structure and it is mainly concerned with
discovering new avenues for future research.
1.7.2 Nature of data
In this study both primary and secondary data are used. Primary data is collected
from respondents by administering structured questionnaires. Secondary data is
collected from office, library, journals, magazines, newspaper, annual reports
and earlier related studies etc.
1.7.3 Sources of data
A data source is allocation where data that is being used originated from. A data
source may be the initial location where data is born or where physical
information is digitized, however even the most refined data may serve as source.
5
1.7.3.1 Primary data
Primary data is the firsthand data information. It is collected through structured
questionnaire method. The questionnaire contains different sections and each
section concentrates on aspect that effect satisfaction of consumers.
1.7.3.2 Secondary data
Secondary data is collected from different publishes sources of websites,
periodicals, journals etc.
1.8 Sample design
The sample design provides the basic plan and methodology for selecting the
sample.
1.8.1 Nature of population
Population simply means a collection of humans. Demography is the social
science, which entails the statistical study of human populations. In this study
randomly selected people of Irinjalakuda municipality.
1.8.2 Sample unit
Sample unit selected in order to collect data from peoples of Irinjalakuda
municipality.
1.8.3 Method of sampling
A sampling method is a procedure for selecting sample members. The sampling
method used to select the respondents was simple random sampling. Simple
random sampling is a subset has an equal probability of being chosen.
1.8.4 Size of sample
Sample size means the number of individual samples measured or observations
used in survey or experiment. Sample size of 50 respondents comparing both
male and female from Irinjalakuda municipality.
6
1.9 Tools for analysis
Statistical tools used for the study including percentage analysis. Bar diagram
and Pie diagram and questionnaire are used for presentation of data.
1.10 Limitations
• The data collected from secondary source hence it is not 100%
accurate.
• Personal bias and prejudice may affect the study.
1.11 Chapterization
Chapter 1 Introduction:
This chapter includes introduction, statement of the problem, scope of the study,
significance of the, objectives of the study, research design, sample design, tools
for analysis.
Chapter 2 Review of literature:
This chapter contains conceptual review and empirical literature.
Chapter 3 Theoretical framework:
This chapter mentions industry profile and company profile.
Chapter 4 Data analysis and interpretation:
This chapter mention data, tables, figures and interpretation made of
questionnaire.
Chapter 5 Findings, suggestions and conclusions:
This chapter mentions the findings, suggestions made from the interpretation of
data analysis and conclusions of study and bibliography.
8
This chapter contains review of literature, it is divided into two parts first part
contains conceptual review about the topic consumer satisfaction, it includes
consumer behavior, factors influence consumer behavior, benefits of good consumer
and marketing mix. The second part contains empirical review about the studies
conducted earlier about this topic.
2.1 Conceptual review
“A person’s feeling of pleasure or disappointment when resulted from comparing a
product’s perceived performance or outcome against his/her expectation “Customer
satisfaction defined by Philip Kotler, All marketing starts with the consumer. So
customer is very important person to a marketer. Consumer decides what to
purchase, for whom to purchase, why to purchase, from where to purchase and how
much to purchase. In order to become a successful marketer he must know the liking
or disliking of the consumers. Gone are the days when the concept of market was
mainly the sellers market. Consumer satisfaction is the most important indicators of
consumer purchase intentions and loyalty. Consumer satisfaction is a measurement
tool that determines how products or services provided by a company meet
consumer expectations.
• Consumer
A Consumer is a person who decides on the purchase of a good or a service for
personal use, based on personal preferences, beliefs and needs or the influence of
advertising . The main goal of all commercial enterprises is to attract consumer or
clients and make them purchase what they have on sale.
• Consumer buying Behavior
Consumer buying behavior is the sum total of a consumer’s attitude, preferences ,
intentions , and decisions regarding the consumer’s behavior in the market place
when purchasing a product or service .
9
• The factors which influence consumer behavior
(a) Psychological ( Motivation , perception , learning , belief and attitudes)
(b)Personal (Age and life cycle stage, occupation, economic circumstances,
lifestyle, personality and self concept )
(c)Social ( Reference groups , family , roles and status)
(d) Cultural (culture , subculture , social class system)
• Marketing Mix
Each component of the market mix – product, pricing, promotion and place of
distribution – has a direct or indirect impact on the buying process of the consumer.
• Product
The special characteristics of the product, the physical appearances and the
packaging can influence the buying decision of a customer.
• Pricing
The priced charged on the product or services consumer by the customer effect the
buying behavior of customers. Marketers must consider the price sensitivity of the
target customers while fixing price.
• Promotion
The variable of promotion mix such as advertising publicity, public relations,
personal selling and sales promotion effect the buying behavior of customers.
• Place
The channel of distribution and the place of distribution effect the buying behavior
of the customers. The marketers makes an attempt to select the right channel and
distribute the product at the right place .
10
• Consumer satisfaction
Consumer satisfaction defined as a measurement that determines how happy
customers with a company’s products, service and capabilities. Customer
satisfaction information including surveys and ratings, can help a company
determine how to best improve or change its products and services.
• Benefit of Consumer satisfaction
(a) Increased consumer loyalty
Satisfied customer are more likely to stay with the firm for a longer period which
can significantly increase sales revenue and profitability over time.
(b)A strong competitive switching barrier
Existing customer will be less interested in competitive offers.
(c)Greater success of new products and line extensions
The firm will achieve greater success with new product launches as generally they
can target existing satisfied customers with a significant degree of success.
(d)Higher amount for average purchase
The firm will generally gain greater share of customer’s purchases in that product
category. Typically satisfied customers will increase their purchase quantity over
time.
(e)More stable sale revenue
It enhances new product success. Increase the sales revenue of the firm or
companies. Increase the cash flow into the firm.
11
2.2 Empirical Review
• Dr. S. shanmugapriya & V. srivarshini (2018) has been mention in their
research paper “Consumers preferences and satisfaction on instant product”
published in IJIRAH in volume 3 issue 1 2018, that with) help of modern
technology peoples that instant food is only food that reduces their time for
cooking preparation.
• Mishra S & Singh M (2014) has written in their reserach paper “Fast food
consumption pattern and obesity among school going (9-13)year in Lucknow
district”, published in international Journal of Social Sciences 2014. Young
generation consumed fast food specially instant noodles because it is easy
and fast to prepare besides being hygienic and also convenient to eat, because
school going children trend has changed and the existence to these foods
fulfilled all the need of modern human being.
• Saritha Bahl (2012) has developed a model to understand determinants of
consumer behaviour regarding buying decision. The frequency of
consumers’s shopping for food products has been analysed among different
occupations. Efforts have been taken to know the attitude of the consumers
towards food product labels and their perception about food safety which has
also analysed.
• Gopal Das and Dr. Rohit Vishal Kumar (2009) impact of stock amenities
on Buyer’s behaviour. Indian journal of Marketing September, 2009.
• Indumathi et al (2007) in their study have revealed that occupation of the
women, income of the family and saving time while cooking are the most
influencing factors of spicy products. The authors say that most of the
consumers have purchase 200gm pack of powders and masala, while small
number of consumers prefer 100gm packets.
• Ranjith kumar (2007) concluded that the advertisement influences product
purchase for a non-durable product life masala powder, the main factor is the
quality. Consumers get more awareness and influence from the
advertisements. As there is an option for homemade preparation of masala
12
powder, the marketers should be highly competitive without sacrificing the
quality of the product.
• Ramasamy et al (2005) have concentrated on the buying behaviour that is
vastly influenced by awareness and brand image towards the product.
Television advertisement is the most important source of information
followed by display in retail outlet. Based on the opinion of consumers
accept, quality and price of the product as an important factor to purchase.
• Narayan Prasad Sapkota (2001) has conducted a study on “Consumer’s
attitude towards Wai-Wai instant noodles”. The specific objective of the
study is to taste the two types of consumers market of Wai-Wai noodles, to
obtain the consumer’s attitude of Wai-Wai with other brands and to improve
consumer’s attitudes towards Wai-Wai noodles.
• Rajendra Krishna Shrestha (1997) has conducted research study on “The
role of Advertising in Brand Choice and Product Poisoning, Specially in Case
of Noodles and Soft Drinks. The main objectives of the study are to analyze
the effectiveness of advertising on brand choice of consumer product,
evaluate the role of advertising in product positioning and the consumer
perspective and consumers responses to advertisement and other promotional
tools.
• Kamalareni and Nirmala (1996) in their study, have portrayed that most of
the instant food products. Most of the consumers regularly purchase at least
three varieties of food items and they suggest that the door to door
distribution of free sample is used as a main tool of sales promotion by the
instant food manufactures.
• Kumar et al (1987) examined various factors influencing the purchasing
decision making of different food products. Origin and brand of the products
were cross tabulated against age, gender and income. Results revealed that
age, education and income were the significant factors influencing in buying
decision. Consumers were attracted by the brand image than the origin of the
product.
14
Introduction
The global instant noodles market reached a value of US$ 47.08 Billion in 2020.
Instant noodles are made up of fine wheat flour with a mixture of alkaline salts.
Various additional ingredients are also added to the dough in smaller quantities such
as starch, edible oil, gluten and stabilizers like guar gum. Instant noodles are
precooked dried noodles which are dehydrated using one of the two processes,
namely flash or air frying. They are generally accompanied with a small sachet
comprising of the tastemaker. Instant noodles have gained popularity worldwide as
they are portable, quick to make and easy to store. Looking forward, the global
instant noodles market is expected to grow at a CAGR of 5% during 2021-2026.
India Instant Noodles Market is forecasted to grow at a CAGR of 5.6% during the
forecast period. The major factors driving the market are:
• Apart from the standard flavours, companies are coming up with new range
of tastes and flavours, such as chinese, mix of masalas etc.
• The consumers in India has become more health conscious and that has
opened an opportunity for the players to come up with a new segment of
healthier noodles. Instant noodles made from white flour was considered as
unhealthy and players are coming up with noodles made from atta.
• The concerns about the health is the major restraint of the market, the
unhealthy ingredients and the availability of other extruded snacks are
restraints of the market.
3.1 Industry profile
According to the World Instant Noodles Association, India is the fourth-largest
instant noodles market, globally, and accounted for 5.4 Bn servings in 2017.
Consistent growth, and an ever-growing consumer acceptance have made this
market a lucrative option for various players. The instant noodles market in India
was valued at INR 93.66 Bn in 2017, and is expected to expand at a compound
15
annual growth rate (CAGR) of ~5.6% during 2018-2023. Among the various
companies operating in the market, Nestle enjoys the highest market share (~60%),
followed by ITC. Owing to its high rate of market penetration, Nestle could retain
its popularity even after the ban on the marketing and sales of Maggi, because of the
presence of excessive levels of lead, by the Indian government, in 2015. Following
this, most companies focused on launching healthier versions of noodles using
vegetables, atta, and oats. The market is infested with several players, including
Nestle India Ltd. (Maggi), ITC Ltd. (Sunfeast Yippee Noodles), Hindustan Unilever
Ltd. (Knorr Soupy Noodles), GSK Consumer Healthcare Ltd. India (Foodles), Indo
Nissin Ltd. (Top Ramen), and CG Foods India Pvt. Ltd. (Wai Wai),among others.
3.1.1 Market drivers
A growing millennial population, and increasing customers who are working-class
are driving the consumption of packaged food products, such as instant noodles, in
India. Also, the companies have recently introduced several products, which are
distinctive in terms of new flavours, healthy ingredients, and packaging. Depending
on these factors, consumption of instant noodles has been increasing at a
considerable rate in India, during the past few years.
3.1.2 Global Instant Noodles Market Drivers
• Growing urbanization and increasing disposable incomes have altered the
eating habits of the consumers. Due to the hectic lifestyle, the working
population now prefers affordable and quick meals, such as instant noodles,
which require minimal cooking. This shift in their eating habit has created a
great opportunity for the instant noodles market to flourish.
• Instant noodles are available in a wide range of flavours along with numerous
vegetarian and non-vegetarian variations. Moreover, the manufacturers keep
formulating with new flavours, colours, textures and seasonings/tastemakers,
according to regional tastes and preferences, in order to expand their
consumer-base.
16
3.1.2 Market challenges
A large part of the population comes from the middle or lower-middle class.
Therefore, price sensitivity plays a significant role in hindering the growth of the
instant noodles industry across the country. Most people in rural areas are unaware
of the various brands that are available unless they see them at their local store.
Hence, lack of a well-established distribution network acts as a challenge for the
instant noodles market in India.
3.1.3 Break up by Product Type
On the basis of product type, the market has been bifurcated into fried and non-fried
instant noodles. Currently, fried instant noodles represent the most popular product
type, accounting for the majority of the market share. As these noodles are flash
fried, they help in securing the flavour, improving the shelf-life and averting
bacterial growth.
3.1.4 Break up by Distribution Channel
On the basis of distribution channels, supermarkets/hypermarkets hold the largest
market share, representing the leading segment. They provide easy access different
brands, types and flavours of instant noodles. Supermarkets and hypermarkets are
followed by convenience stores, online stores, speciality stores and others.
3.1.5 Regional Insights
On a geographical front, China enjoys the leading position in the global instant
noodles market. Noodles have been an essential part of the Chinese cuisine owing
to which there has been a high demand for instant noodles in the region. China is
followed by Indonesia, Japan, India, Vietnam, United States, Republic of Korea,
Thailand and Saudi Arabia.
17
3.1.6 Competitive Landscape
The global instant noodles industry is fragmented due to the presence of a large
number of players in the key markets such as China and Indonesia. Some of the
leading players operating in the market are:
• Master Kong (Shenyang) Instant Noodle Foodstuff Co., Ltd
• Hebei Hualong Food Group
• Indofood Sukses Makmur
• Nissin Foods
• Nestle
• Acecook Vietnam Joint Stock Company
This report provides a deep insight into the global instant noodles market covering
all its essential aspects. This ranges from macro overview of the market to micro
details of the industry performance, recent trends, key market drivers and
challenges, SWOT analysis, Porter’s five forces analysis, value chain analysis, etc.
The report also provides a comprehensive analysis for setting up an instant noodles
manufacturing requirements, project cost, project funding, project economics,
expected returns on investment, profit margins, etc. This report is a must-read for
entrepreneurs, investors, researchers, consultants, business strategists, and all those
who have any kind of stake or are planning to foray into the instant noodles industry
in any manner.
19
Data analysis and interpretation
This chapter deals with data analysis and interpretation. Data interpretation
refers to the implementation of processes through which data is reviewed for
the purpose of arriving at an informed conclusion. Data had been collected
using questionnaire. Questionnaire had been distributed to the students of
Christ college Irinjalakuda. Sample had been collected using convenient
sampling technique .All the 50 respondents are selected at random.
This chapter is an attempt to find out the satisfaction level of customers
towards Instant Noodles on the basis of its price and promotional technique,
also analysis their opinion about Instant Noodles. Here percentage analysis
is used for data analysis and result are presented by way of graphs and
diagrams.
20
Table 4.1 showing gender wise classification.
Gender Number Percentage
Male 18 36%
Female 32 64%
Total 50 100%
(source: primary data )
From the above table we can understand that 36% of respondents are male and
64% of respondents are female .
Figure 4.1 showing gender wise classification .
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
Male Female
21
Table 4.2 showing the consumers choice to eat Instant Noodles.
particulars
No. of
person
percentage
yes
48
96%
No
2
4%
Total
50
100
(Source : primary data)
From the above table 96% of the respondents are like to eat Instant
Noodles. Among 4% are not interested to eat Instant Noodles.
Figure 4.2 showing no. of Instant Noodles eaters.
0 %
20 %
40 %
60 %
80 %
100 %
120 %
Yes No
no
. of
Cad
bu
ry
22
Table 4.3 showing frequency of purchasing Instant Noodles.
Particulars No. of frequency percentage
Daily 1 2%
Weekly 6 12%
Monthly 19 38%
Quarterly 24 48%
Total 50 100%
( Source: primary data )
Above the table showing the frequency of purchasing Instant Noodles
only 2% of respondents purchasing Instant Noodles daily , 12% of
respondents purchasing Instant Noodles weekly , 38% Instant Noodles on
monthly basis and 48% purchase quarterly .
Figure 4.3 showing purchasing of Instant Noodles.
Daily 2 %
Weekly 12 %
Monthly 38 %
Quarterly 48 %
Daily
Weekly
Monthly
Quarterly
23
Table 4.4 showing response towards price of Instant Noodles.
Particulars No. of response Percentage
Yes 28 56%
No 22 44%
Total 50 100%
(source : primary data )
Above table showing 56% of respondents are thinking that the price of
Instant Noodles is fair and 44% of respondents have the opinion
about price is not fair.
Figure 4.4 showing the respondents response towards price of
Instant Noodles.
0 %
10 %
20 %
30 %
40 %
50 %
60 %
Yes No
24
Table 4.5 showing the occasions for purchasing Instant Noodles.
Particulars Number Percentage
On celebration 12 24%
Usual basis 10 20%
Occasionally 28 56%
Total 50 100
(source : primary data)
Among 24% of respondents buying noodles on celebration , 20% are
usual buyers and 56% respondent are buying Instant Noodles
occasionally .
Figure 4.5 Graph showing the occasion for purchasing Instant
Noodles.
Sales
On celebration Usual basis Occasionally
25
Table 4.6 showing number of Instant Noodles packets purchase
in a week.
Particulars Number Percentage
Less than 5 43 86%
5 to 10 6 12%
More than 10 1 2%
Total 50 100%
(source: primary data)
While analysing the table 86% of respondents less than 5 packets in a
week, 12% of respondents buy 5 to 10 packets in a week and more than
10 packets purchase buy only 2% of respondents.
Figure 4.6 Represents the number of Instant Noodles packet
purchase in a week.
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
Less than 5 5 to 10 More than 10
26
Table 4.7 showing the most favourite model of Instant Noodles
that first comes your mind.
Particulars Number Percentage
Maggi 35 70 %
Indomie 3 6%
Knorr soupy 2 4%
Others
10 20%
Total
50 100
(source : primary data )
From the above table majority of respondent like Maggi Noodles it have
supported by 70% of respondents, 6% supports Indomie and 4% are
interested to eat Knorr soupy and 20% like to support other brands of
Instant Noodles .
Figure 4.7 Represents the most favourite model of Instant
Noodles that comes first in the mind.
Maggi
e Indomie Knorr
soupy other
27
Table 4.8 showing which is the most effective promotional offers
for Instant Noodles.
Particulars Number Percentage
Free gift 11 22%
Price discount 18 36%
Any other 21 42%
Total 50 100%
( source : primary data )
Above table shows 22% of respondent are attracted by free gift ,36% are
attracted by price discounting. Most of the respondents attracted by other
promotional tools like “buy one get one free” etc. therefore 42% of
respondent like other promotional methods.
Figure 4.8 showing which is the most effective promotional offers
for Instant Noodles.
Sales
Free gift
Price discount
Any other
28
Table 4.9 showing the number respondents who check the
ingredients before buying Instant Noodles.
Particulars Number Percentage
Yes 19 38%
No 31 62%
Total 50 100%
(source: primary data)
The above table shows 38% check the ingredients before buy the Noodles
and 62% not check the ingredients before buying.
Figure 4.9 Represent the graph showing the respondent who check
the ingredients and not.
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
Yes No
29
Table 4.10 showing the factors effecting the purchase of Instant Noodles.
Particulars
Number Percentage
Brand ambassadors 8 16%
Ingredients 16 32%
Advertisement 8 16%
Attractive display 18 36%
Total 50 100%
(source: primary data )
While analysing the table attractive display make more influence to buy Noodles
36% of respondent supported attractive display , 32% purchase Noodles on the basis
of its ingredients , 16% of respondents attracted with advertisement and brand
ambassadors .
Figure 4.10 Showing the factors effecting the purchase of Instant Noodles.
ambassadors 16 16 %
Ingredients 32 %
Advertisement 16 %
Attractive display 36 %
Sales
ambassadors 16 Ingredients Advertisement Attractive display
30
Table 4.11 showing medium of advertisement influencing the purchase
of Instant Noodles.
Particulars Total Percentage
Television 41 82%
Newspaper 3 6%
Brochure 1 2%
Displays 5 10%
Total 50 100%
(source : primary data)
The above table shows the medium of advertisement influence for purchasing
Noodles television is the most influenced medium it influenced by 82% of
respondents, newspaper is influenced by 6% of respondents, brochure is 2% and
displays have influenced by 10% of respondents.
Figure 4.11 Showing the influence of medium for the purchasing of
Instant Noodles.
10 %
82 %
6 % 2 %
SALES
Displays Television Newspaper Brochure
31
Table 4.12 showing consumers satisfaction towards packaging of Instant
Noodles.
Particulars Number Percentage
Agree 32 64%
Strongly agree 14 28%
Disagree 0 0
Strongly disagree 0 0
Neither disagree nor
agree
4 8%
Total
50 100%
(source : primary data)
Here the above table shows 28% of respondent total agree the packaging of Noodles
,64% are almost satisfied so they agreed the packing style, non of them have disagree
or strongly disagree with the packing 8%of respondent stand neutral base they have
neither disagree nor agree.
Figure 4.12 Showing the satisfaction level towards the packaging of
Instant Noodles.
Agree 64 %
Strongly agree 28 %
D 0 %
Strongly disagree 0 % neither dis nor
agre 8 %
32
Table 4.13 Showing availability of Instant Noodles in the market.
Particulars Number Percentage
Yes 44 88%
No 1 2%
Some times not 5 10%
Total 50 100%
(source : primary source)
Above table showing the availability of Instant Noodles in the market 88% of
respondent easily available Noodles in their region, 2% face difficulty for the
availability of Noodles and 10% have not available in some situation or some times
.
Figure 4.13 Shows the availability of Instant Noodles in the market.
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
Yes No Some times not
33
Table 4.14 showing Noodles not only for kids but also for adults.
Particulars Number Percentage
Agree 31 62%
Strongly agree 13 26%
Disagree 0 0
Strongly disagree 4 8%
Neither agree nor disagree 2 4%
Total 50 100%
(source : primary data)
The above table shows 62% of respondents have the opinion that Noodles is also for
adults, 26% strongly agree with this opinion , 8% strongly disagree with the opinion
they suggested Noodles is only for kids and 4% stand neutral in this opinion they
have neither agree nor disagree .
Figure 4.14 showing the opinion of respondents that Noodles not for kids
but also for adults.
Agree 62 %
Strongly agree 26 %
Strongly disagree 8 %
Neither agree nor
disagree 4 %
34
Table 4.15 showing Instant Noodles is a luxury purchase or a necessity.
Particulars Number Percentage
Luxury 12 24%
Necessity 18 36%
Neither luxury nor
necessity
20 40%
Total 50 100%
(source : primary data)
Above table showing the response towards the importance of Noodles in
their life, 24% have the opinion that it is a luxury product , 36% have the
opinion that it is a necessity and 40% have not much necessity and not much
luxury .
Figure 4.15 showing Instant Noodles is a luxury purchase or a necessity.
LUXURY NECESSITY NEITHER LUXURY NOR NECESSITY
31
Table 4.16 showing respondents feeling when they eat Instant Noodles.
Particulars Number Percentage
Happy 29 58%
Energy 3 6%
Satisfaction 16 32%
Not any satisfaction 2 4%
Total 50 100%
( source : primary data)
The above table 58% of respondents are happy to eat Noodles, 6% feel energetic
after eating Noodles, 32% feel satisfaction and 4% feel not any satisfaction.
Figure 4.16 showing the graphical representation of respondents after
eating Instant Noodles.
Happy 58 %
Energy 6 %
Satisfaction 32 %
Not any satisfaction 4 %
Sales
Happy Energy Satisfaction Not any satisfaction
32
Table 4.17 showing how the respondent rates Instant Noodles.
Particulars Number Percentage
A class 29 58%
B class 18 36%
C class 3 6%
Total 50 100%
( source : primary data)
The above table shows 58% of respondents rate Noodles as A class product, 36%
rates as B class product and 6% rate Noodles as a C class product.
Figure 4.17 showing the rating of Instant Noodles products.
A class 58 %
B class 36 %
C class 6 %
Sales
A class B class C class
33
Table 4.18 showing satisfaction towards Instant Noodles.
Particulars Number Percentage
Yes 48 96%
No 2 4%
Total 50 100%
( source : primary data)
Above table shows 96% of respondents are satisfied with Noodles and 4% have no
satisfaction towards Noodles.
Figure 4.18 shows the graphical representation of satisfaction towards
Instant Noodles.
96 %
4 %
Yes No
35
5.1 Findings
1.Most of the respondents are interested to eat noodles.
2. Majority of the respondents are usually buying instant noodles monthly or
quarterly basis.
3. Majority of the respondents responded the price of Instant Noodles
is fair.
4. Most of the respondent purchase less than 5 packs in a week.
5. Majority of respondents like to buy instant noodles
6. Majority of respondents not checking the ingredients before buying
Instant noodles.
7. Attractive display and television advertisement is the most influencing
factors and medium for purchasing instant noodles.
8. Majority of respondents satisfied with the packaging style of Instant Noodles
9. Majority of the respondent responded instant noodles is available
at any time in the market.
10. Majority of respondent have the opinion that instant noodles is not
only for kids but also adults.
11. instant noodles is neither luxury nor necessity purchase.
12.Most of the respondent will buy the same quantity discount facility is
available for instant noodles
13.Majority of the respondent rates instant noodles as A CLASS product.
14.Majority of respondents satisfied with instant noodles.
36
5.2 Suggestions
➢ More varieties should be introduced in Instant Noodles. The company need
to introduce more flavors in instant noodles.
➢ The company should maintain awareness among the instant noodles.
➢ The different varieties of advertisements through television media will
increase the marketability of instant noodles.
➢ They also fixed their products price that all kinds of consumers can afford it.
➢ Customer’s complaints should be welcomed and quick response to customers
complaint can bring a positive impression towards the company and product,
it will increase the popularity of instant noodles.
37
5.3 Conclusion
From this study all instant noodles brands of “INSTANT NOODLES” should take
necessary promotional activities to increases their demand by introducing new
flavor in small quantities of pack. Again variety of advertisement through television
media will increase the marketability of instant noodles. The satisfaction towards
instant noodles in Christ college Irinjalakuda were affected by brand, quality, flavor,
taste and source of awareness upon the consumer perception factors. Quality and
attractive display is the main motivational factor for the customers to buy the instant
and from these analysis the level of consumers satisfaction towards instant noodles
are good.
Journals/Periodicals
• Dr. S. shanmugapriya & V. srivarshini (2018) has been mention in their
research paper “Consumers preferences and satisfaction on instant product”
published in IJIRAH in volume 3 issue 1 2018.
• Mishra S & Singh M (2014) has written in their reserach paper “Fast food
consumption pattern and obesity among school going (9-13) year in Lucknow
district”, published in international Journal of Social Sciences 2014.
• Saritha Bahl (2012) has developed a model to understand determinants of
consumer behaviour regarding buying decision.
• Gopal Das and Dr. Rohit Vishal Kumar (2009) impact of stock amenities on
Buyer’s behaviour. Indian journal of Marketing September, 2009.
• Indumathi et al (2007) in their study have revealed that occupation of the
women, income of the family and saving time while cooking are the most
influencing factors of spicy products.
• Ranjith kumar (2007) concluded that the advertisement influences product
purchase for a non-durable product life masala powder, the main factor is the
quality. Consumers get more awareness and influence from the
advertisements.
• Ramasamy et al (2005) have concentrated on the buying behaviour that is
vastly influenced by awareness and brand image towards the product.
• Narayan Prasad Sapkota (2001) has conducted a study on “Consumer’s
attitude towards Wai-Wai instant noodles”.
• Rajendra Krishna Shrestha (1997) has conducted research study on “The
role of Advertising in Brand Choice and Product Poisoning, Specially in Case
of Noodles and Soft Drinks.
• Kamalareni and Nirmala (1996) in their study, have portrayed that most of
the instant food products.
• Kumar et al (1987) examined various factors influencing the purchasing
decision making of different food products.
Websites
http://www.academia.edu
https://www.researchgate.net
https://en.m.wikipedia.org
https://www.foodnetwork.com
https://www.instantnoodles.org
Books
• Alexander, R. S. (1960), “Marketing Definition”, A Glossary of Marketing
Terms, Chicago: AMA, USA.
• Francece, M. Nicolia, (1966) “Consumer Decision Process”, Englewood
Cliffs, Nj: Prentice Hall.
• James, F. Engel and Roger D. Blackwell, (1982), “Consumer Behaviour”
Holy-Sanndress International.
• Staton, W. J. and C. Futrell: (1988), “Fundamental of Marketing” 8th edition,
McGraw Hill International Edition Marketing Series.
• Wolf, K. Howard and Prem R. Pant (1999), “Social Science Research and
Thesis Writing” , 2nd edition, published by B.A. E. Pvt. Ltd. Kathamandu,
Nepal.
CONSUMER SATISFACTION TOWARDS INSTANT NOODLES /
QUESTIONNAIRE
This survey is conducted by ALHA KABEER of 3rd DC B.com A batch of Christ
college (Autonomous) Irinjalakuda, on a study of consumer satisfaction towards
Instant Noodles among students of same college .If you could sacrifice some of your
valuable time to fill the questionnaire , it would help in the completion of my study . I
assure you that the information will be only used for academic purpose.
Name of the student:
Email address:
Age:
Gender
o Male
o Female
o Others
1. Do you like to eat Instant Noodles?
o Yes
o No
2. How frequently do you purchase Instant Noodle?
o Daily
o Weekly
o Monthly
o Quarterly
3. Do you think that the price of Instant Noodles is fair?
o Yes
o No
o Other:
4. When do you purchase Instant Noodles?
o On Celebrations
o Usual basis
o Occasionally
o Other:
5. Approximately, how many Noodles packets would you purchase
in a week?
o Less than 5
o 5 to 10
o More than 10
6. When you think of Instant Noodles, which Noodles comes your
mind?
o Maggi
o Indomie
o Knorr soupy
o Others:
7. Which promotional offers attract you most?
o Free gift
o Price discount
o Any other
8. Do you check the ingredients before buying your Noodles?
o Yes
o No
9. Which of the factors affect your purchase?
o Brand ambassadors
o Ingredients
o Advertisement
o Attractive display
10. Which media of Advertisement influence your purchase?
o Television
o Newspaper
o Brochure
o Displays
11. Do you like packaging of Instant Noodles?
o Agree
o Strongly Agree
o Disagree
o Strongly Disagree
o Neither disagree nor agree
12. Do you think Noodles easily available in the market?
o Yes
o No
o Sometimes not
13. Do you think Instant Noodles is meant for kids as well as adults?
o Agree
o Strongly Agree
o Disagree
o Strongly Disagree
o Neither disagree nor agree
14. Do you believe that Noodles is a luxury purchase or necessity?
o Luxury
o Necessity
o Neither luxury nor necessity
15. what about your feel when you eat Instant Noodles?
o Happy
o Energy