a study on customer satisfaction towards

“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


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


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


packaging of Instant

Noodles

27

4.13

Table showing

availability of Instant

Noodles in the market

28

4.14


Noodles not only for kids

but also for adults

29

4.15


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


Instant Noodles

33

1

CHAPTER I

INTRODUCTION

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.

7

CHAPTER II

REVIEW OF LITERATURE

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.

13

CHAPTER III

THEORETICAL FRAMEWORK

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.

18

CHAPTER IV

DATA ANALYSIS AND INTREPRETATION

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.


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.


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.


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.


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%


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.


Agree 32 64%

Strongly agree 14 28%

Disagree 0 0

Strongly disagree 0 0

Neither disagree nor

agree

4 8%

Total

50 100%


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.


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.


Agree 31 62%

Strongly agree 13 26%

Disagree 0 0

Strongly disagree 4 8%

Neither agree nor disagree 2 4%

Total 50 100%


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.


Luxury 12 24%

Necessity 18 36%

Neither luxury nor

necessity

20 40%

Total 50 100%


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.


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.


A class 29 58%

B class 18 36%

C class 3 6%

Total 50 100%


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.


Yes 48 96%

No 2 4%

Total 50 100%


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

34

CHAPTER V

FINDINGS AND CONCLUSIONS

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.

BIBLIOGRAPHY

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.

http://www.academia.edu/

https://www.researchgate.net/

https://en.m.wikipedia.org/

https://www.foodnetwork.com/

https://www.instantnoodles.org/

ANNEXURE

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

o Satisfaction

o Not any satisfaction

16. How you rate Instant Noodles?

o A class

o B class

o C class

17. Are you satisfied with Instant Noodles?

o Yes

o No

a study on customer satisfaction towards

Documents

Transcript of a study on customer satisfaction towards