PROJECT REPORT

SUBMITTED FOR THE DEGREE OF B.COM HONOURS IN

ACCOUNTING AND FINANCE UNDER THE UNIVERSITY OF
CALCUTTA

TITLE OF THE PROJECT

A COMPARATIVE ANALYSIS OF CUSTOMER PREFERENCES OF
SELECTED INSTANT NOODLES

SUBMITTED BY
 NAME OF THE CANDIDATE: RAKTIM SAHA
 REGISTRATION NO: 141-1121-0300-13
 ROLL NO: 1141-61-0162
 NAME OF THE COLLEGE: ACHARYA GIRISH CHANDRA
BOSE COLLEGE
 COLLEGE ROLL NO: 196

SUPERVISED BY
 NAME OF THE SUPERVISOR: PROF: PAMPA KUNDU
 NAME OF THE COLLEGE: ACHARYA GIRISH CHANDRA
BOSE COLLEGE

MONTH AND YEAR OF SUBMISSION: FEBRUARY 2016

ANNEXURE- i

SUPERVISOR’S CERTIFICATE

This is to certified that Mr. RAKTIM SAHA student of B.Com Honours in accounting
and finance in ACHARYA GIRISH CHANDRA BOSE COLLEGE under the University
of Calcutta has worked under my supervision and guidance for his project work and
prepared a project report with the title A COMPARATIVE ANALYSIS OF
CUSTOMER PREFERENCES OF SELECTED INSTANT NOODLES which he is
submitting in his genuine and original work to the best of my knowledge.

Signature:……………………………….
Place: KOLKATA Name: PROF. PAMPA KUNDU
Date: Designation: Lecturer in Commerce
Name of the College: ACHARYA GIRISH
CHANDRA BOSE COLLEGE
ANNEXURES- ii

STUDENT’S DECLARATION
I hereby declare that the Project Work with the title A COMPARATIVE ANALYSIS
OF CUSTOMER PREFERENCES OF SELECTED INSTANT NOODLE
PRODUCTS submitted by me for the partial fulfilment of the degree of B.Com Honours
in Accounting Finance under the University of Calcutta is my original work and has not
been submitted earlier to any other University/Institution for the fulfilment of the
requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any work done by others or by me however, extracts of any literature
which has been used for this report duly acknowledged providing details of such
literature in the references.

Signature:………………………..
Place : Kolkata Name: RAKTIM SAHA
Date : Address :- 44, K M GHOSH RD,KOL- 83

Registration no:- 141-1121-0300-13

Roll no :- 1141-61-0162
 Acknowledgement

In order to complete a project like this one needs intellectual nourishment, professional
help and constant encouragement from many quarters.

First of all I would like to express my sincere gratitude to the Principal –DR. ASIT
KUMAR SARKAR and Head of the Dept.- PROF. SANJAY ROY,ACHARYA
GIRISH CHANDRA BOSE COLLEGE for giving me the platform and opportunity to
do a project and providing me with an enriching experience, with the right blend of
theoretical as well as practical exposure.

I would like to extend my sincere thanks to my collage guide, PROF. PAMPA KUNDU
for not only facilitating me to take a meaningful project but also, providing the necessary
academic and professional guidance right from the “definition of the work content” till
the project completion. He has been very kind and co-operative during the entire duration
of my completion of this project.

Last, but not the least, I would like to thank all others who in one way or another have
helped me so much along the way.

RAKTIM SAHA
 Abstract

India is the world’s fifth-largest consumer of instant noodles. The instant noodles market in India
has been growing, mainly driven by urbanization and changing lifestyle. In addition, many
international instant noodle brands have entered the Indian market in recent years and shaken up
the industry that had been dominated by a monopoly for almost 30 years. In order to gain insight
into India’s evolving instant noodles market, ICI has conducted a survey with more than 800
respondents to find out their consumption behaviours and preferences.

 The main objective is to study and analyze consumer preference regarding noodles
brands like (Maggi, Yippee, Knorr, Chings).
 According to the above study Maggi is a market leader in noodles category with high
brand loyalty.
 TABLE OF CONTENT
TOPIC PAGE NO
1. BODY OF THE REPORT 1-4

1.1.INTRODUCTION 1

1.2.LITERATURE REVIEW 2
1.3.OBJECTIVES OF THE STUDY 3
1.4.RESEARCH AND METHODOLOGY 3
1.5.LIMITATIONS OF THE STUDY 4
1.6.CHAPTERISATION 4

2. CONCEPTUAL FRAMEWORK 5-7

2.1. CONSUMERS PREFERENCES 6

2.2.CONSUMERS PREFERENCE REGARDING NOODLES 6-7

IN INDIA
3. PRESENTATION OF DATA ,ANALYSIS AND 8-26
FINDINGS
3.1.COMPANY PROFILE 9-11

3.2.DATA ANALYSIS AND PRESENTATION 12-25

3.3.FINDINGS 26

4. CONCLUSIONS AND RECOMMENDATIONS 27-29

4.2. CONCLUSIONS 28

4.3. RECOMMENDATIONS 29

5. BIBLIOGRAPGY 30-31

6. QUESTIONNAIRE 32-34
 TABLE OF CHARTS & GRAPHS

TOPIC PAGE NO
TABLE 1:- AGE WISE CLASSIFICATION 12
TABLE 2 :-GENDER WISE CLASSIFICATION 13
TABLE 3 :-BRAND WISE CLASSIFICATION 13
TABLE 4 :-TYPE OF NOODLES 14
TABLE 5 :-REASON FOR PREFERING PACKET 15
NOODLE
TABLE 6 :-SOURCE OF NOODLES 16
TABLE 7 :-PACK SIZE OF NOODLES 17
TABLE 8 :-FACTOR INFLUENCING OF NOODLE 18
TABLE 9 :-INFLUENCING PURCHASING DECISION 19
TABLE 10:-FLIMSTAR INFLUENCING OF NOODLE 20
TABLE 11 :- CONSUME OF NOODLE 21
TABLE 12:-CONSUMER CHOICED FOR A NEW BRAND 22
TABLE 13 :-WAY OF CHANNELS 23
TABLE 14:- CONSUMER PREFERENCES FOR SALES 24
PROMOTION
CHAPTER 1 :INTRODUCTION
1.1 BACKGROUND OF THE STUDY

The word noodle is derived from the German language word Nudel (noodle). In 1958,
Momofuku Ando a invented "CHICKEN RAMENTM", the world's first instant noodle product.
His achievement brought a revolution in culinary culture. In 1971, he developed "CUP
NOODLE®", the world's first cup-type noodle product. That seed sown by Momofuku Ando has
grown into an industry that supplies 91.6 billion servings annually to consumers throughout the
world.

The noodle is a type of food, made from any of a variety of doughs, formed into long thin
ribbons, strips, curly-cues, waves, helices, pipes, tubes, strings, or other various shapes,
sometimes folded. They are usually cooked in a mixture of boiling water and/or oil.

The largest category within noodles in India is instant noodles. Due to high retail sales growth
during the review period, new players have entered instant noodles. A national level player
Glaxo Smith Kline Consumer Health has entered instant noodles with Horlicks Foodles. In early
2009, Capital Foods introduced Smith & Jones Instant Noodles in two flavors: Masala and
Curry. The latest national player to introduce products in instant noodles is Hindustan Unilever,
which extended its Knorr brand with Knorr Soupy Noodles. Meanwhile, the leading player
Nestlé India expanded its offering under Maggi, introducing Maggi Rasile Chow, targeting low-
income consumers. Thus, instant noodles have witnessed a high level of activity in 2009 with
new brand innovations. Below Exhibit 1, shows the national trends in Instant Noodles demands
from year 2007 to 2011.

1
1.2 LITERATURE REVIEW

Misra Pranesh (2011) presented that monopoly is not always good. Competition is essential for
stimulating growth development is a lonely and tortuous task. Maggi was launched in
instantnoodle category way back in early 1980s. Today it dominates the category with around
85% share, but thecategory has growth to a mere 1300 crore INR in 30 years. Not a huge
category for a country with over a billion mouths to feed. Compare this with the high
competition category like the consumer and household durables, automobile, two wheelers,
mobile and other categories. The growth rate of 15% yearly is thanks to arrival of serious
competition from organized players.

China Research & Intelligence (2009)conclude that Instant food become more and more
necessity in fast pace ages. Instant noodle and rice etc. are featuredas the merits of low price and
convenience but the demerits of high-calorie and nutrition shortage. In China, the major
consumers of instant noodle can be divided into two categories: one is travelers and the other is
single youths, suchas university students and so on.The reason that Chinese consumers choose
instant noodle is that it is hard for them to find more decent instant food. Although the
manufacturers of Chinese instant noodle are constantly innovating, they fail to fill the
consumers` needs of taste and health.

Bhusan Ratna (2010) depicted that Maggi instant noodles, foods major Nestlé’s flagship brand
that has dominated the Indian instant noodles market for nearly three decades, is losing market
share on a monthly basis to newer entrants such as GlaxoSmithKline's (GSK) Horlicks Foodles,
Hindustan Unilever's (HUL) Knorr Soupy noodles, Big Bazaar's Tasty Treat, Top Ramen and
several other smaller players, according to data by market research firm Nielsen.

2
 1.3. OBJECTIVES OF THE STUDY

The objective of the study is the analysis of performance of Instant Noodles in India.

 To study and analyze consumer preference regarding noodles brands like (Maggi,
Yippee, Knorr, Chings).
 To study the taste, preferences, views of respondents.
 To provide suggestion to noodles company.

1.4.RESEARCH METHODOLOGY
The study mainly based on secondary and primary data both. Primary data has been collected
with the help of a structured questionnaire and secondary data has been collected from different
standard books, journal, articles to use for the purpose of the study. The secondary collected
from 50 respondents to supplement secondary data.

1. Internet
2. Magazines and news paper
3. Deferent books and
journals.
Primary
Data
Research

Methodology Secondary 1.The primary data is collected

Data from 50 different respondents .Out
of them 40% is men and 60% is
women.

2. They were from different age

groups of 10-20 and 20-30.

3
1.5. LIMITATIONS OF THE STUDY

1. The data is based on mainly primary and secondary data. If there is any problem relating
to the questionnaire, the study will give us a wrong output.
2. During the period of survey people(respondents) were reluctance in sharing there views
and opinions about
3. Time constrain was the main factor which restricted in gaining more knowledge about
the instant noodles industry and its function.
4. Limited exposures to different fields restricted in collection of data to a certain extant

1.6.CHAPTER PLANNING

The study based on 6 chapter mainly-

1. Introduction
2. Conceptual frame work
3. Presentation of data analysis and findings
4. Conclusions and recommendations
5. Bibliography
6. Annexures

4
 CHAPTER: 2

CONCEPTUAL FRAMEWORK

5
2.1 CONSUMER PREFERENCES : -The underlying foundation of demand, therefore, is a
model of how consumers behave. The individual consumer has a set of preferences and values
whose determination are outside the realm of economics. They are no doubt dependent upon
culture, education, and individual tastes, among a plethora of other factors. The measure of these
values in this model for a particular good is in terms of the real opportunity cost to the consumer
who purchases and consumes the good. If an individual purchases a particular good, then the
opportunity cost of that purchase is the forgone goods the consumer could have bought instead.
We develop a model in which we map or graphically derive consumer preferences. These are
measured in terms of the level of satisfaction the consumer obtains from consuming various
combinations or bundles of goods. The consumer’s objective is to choose the bundle of goods
which provides the greatest level of satisfaction as they the consumer define it. But consumers
are very much constrained in their choices. These constraints are defined by the consumer’s
income, and the prices the consumer pays for the goods. We will formally present the model of
consumer choice. As we go along, we will establish a vocabulary in order to explain the model.
Development of the model will be in three stages. After a formal statement of the consumer’s
objectives, we will map the consumer’s preferences. Secondly, we present the consumer’s
budget constraint; and lastly, combine the two in order to examine the consumer’s choices of
goods.

2.2 CONSUMERS PREFERENCE REGARDING NOODLES IN INDIA :-

INSTANT NOODLE MARKET IN INDIA The instant noodles category in India was created by
Nestlé with the introduction of their Maggi brand in mid-1980s. The brand name “ Maggi ”
almost became a synonym for the instant noodles category itself. During the 1990s and 2000s,
Maggi faced little competition. Despite the entry of players like Top Ramen in 1991, Ching’s
Secret in 1996, and Wai Wai in 2005, Maggi continued to retain its dominant position .
However, in the past few years, consumer goods giants ITC (Sunfeast Yippee!) and Hindustan
Unilever Limited (Knorr Soupy Noodles) foray into this lucrative market with differentiated
product offerings.

6
Kar Sayantani (2011)said that the year 2010 marked the end of the instant noodle market as we
know it. For two decades, consumers had a single brand of noodles to dig into –Maggi- giving
Nestle over 85% share of the market. Players such as Indo-Nissin’s Top Ramen, Capital Foods’
Ching’s secret and Smith & Jones and CG Food’s Wai-Wai tried to make a dent but failed to
take up more than 10-15 & of the 1300 crore INR Market. Three new entrants have thrown their
hats into the ring over the last one year: Hindustan Uniliver, GlaxoSmith Kline and ITC with
Knorr soupy noodles, Horlicks Foodles and Sunfeast Yippee! respectively. Yippee! Comes in
round stacks, as opposed to the usual rectangular ones to ensure longer noodles strands. Also it
resists clumping when served. While Knorr soupy noodles and Horlicks Foodles have opted for
the color green, ITC has differentiated Yippee! with a generous dollop of red mixed with yellow
in its packaging.

SL NO COUNTRY YEAR 2007 YEAR 2008 YEAR 2009 YEAR 2010 YEAR 2011

TOTAL UNIT 94,950 91,580 92,180 95,840 98,200

1. CHINA,HONG 45,810 42,530 40,860 42,300 42,470

KONG
2. INDONESIA 14,990 13,700 13,930 14,400 14,530

3. JAPAN 5,460 5,100 5,340 5,290 5,510

4. VIETNAM 3,910 4,070 4,300 4,820 4,900

5. USA 3,900 3,950 4,080 3,960 4,030

6. REPUBLIC OF 3,220 3,340 3,480 3,410 3,590

KOREA
7. INDIA 1,230 1,480 2,280 2,940 3,530

8. THAILAND 2,220 2,170 2,350 2,710 2,880

9. PHILIPPINES 2,480 2,500 2,550 2,700 2,840

10. BRAZIL 1,500 1,690 1,870 2,000 2,140

7
CHAPTER: 3PRESENTATION OF DATA ANALYSIS AND
FINDINGS

8
 3.1 COMPANY PROFILE

Maggi is a popular noodles company in India. Maggi was the first to bring
protein-rich legume meal to the market, and followed up with a ready-made soup based on
legume meal in1886. In 1897, Julius Maggi founded the company Maggi GmbH in the German
town of Singen, where it is still based today.

In 1947, following several changes in ownership and corporate structure, Maggi's holding
company merged with the Nestlé company to form Nestlé-Alimentana S.A., currently known in
its francophone homebase as Nestlé S.A.

Nestle India Limited is the market leader in Indian Noodle Market with it‘s Maggi Brand of Noodles which
was pioneer brand launched in 1983 in the packaged food market of India. It took the challenge
and established Maggi in Indian market considered to be conservative and typical about food
consumption. It appropriate realization of target segment, effective positioning and effective
promotion and sales made Maggi to Noodles in India as Xerox it to photocopier.

In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in2003.
Maggi Noodle is Market leader with around 80% market share in Noodles/Pastaand Maggi
Sauce is market leader with almost 37% of market share in 2005 in 1.8billion market of India.In
2005 Maggi was the highest spender in the Promotion and Sales in the Indian MarketingNoodles

9
 Yippee has created a new milestone in Indian noodles market.ITC has launched
noodles brand Sunfeast Yippee in the Indian market in 2010. Indian noodles segment has now
become a huge market worth Rs1200crore. Yippee! had started giving market leader Maggi
some sort of competition. Yippee! noodles are available in five different variants; namely,
Classic Masala, Magic Masala, Chinese Masala, Tricolor Pasta (Creamy Corn) and Tricolor
Pasta (Masala)

10
 After GlaxoSmithkline Consumer Healthcare’s (GSKCH’s) entry into the noodles
segment, global FMCG major Hindustan Unilever Ltd (HUL) too has entered the category. The
company has launched ‘Knorr Soupy Noodles’ in Karnataka, Andhra Pradesh, Kerala and Tamil
Nadu. The product will be launched in a phased manner across India. Business Standard had first
reported HUL’s plans to enter the noodles category in February.

Knorr is a Germanfood and beveragebrand owned by the English-Dutch company Unilever

since 2000, when Unilever acquired Best Foods, except in Japan where it is made under license
by Ajinomoto. It produces dehydrated soup mixes and condiments. It was known as Royco in
Indonesia, and as Continental in Australia. Knorr Soupy Noodles is a product of Hindustan
Unilever and has turned out to be a popular brand in India of late. Knorr is famous for its unique
range of soups in India and is the leading brand for the same but has earned accolades for its
unique combination of noodles and soup, that is, Knorr Soupy Noodles. Knorr noodles range
consists of Mast Masala Soupy Noodles, Knorr Chinese Noodle Hot Spicy, Knorr Chinese
Noodle Schezwan, Chinese Noodles and Fried Rice.

Ching’s Secret was formed in 1996 which specializes in a range of products in

Indian Chinese cuisine. Ching's Secret launched India ke Hunger Ki Bajao, a global fund raising
drive to fight hunger amongst underprivileged school children in India. The campaign was
launched on 26th May. Ching's Secret initiative seeks donation for The Akshaya Patra
Foundation's mid-day meal programme, which currently serves 1.4 million children across
[6]
schools in India. India Ke Hunger Ki Bajao has helped raise more than Rs.1.8 crores in
donations so far.
11
 3.2 DATA ANALYSIS AND PRESENTATION

3.2.1 DATA ANALYSIS AND GRAPHICAL REPRESENTATION BASED ON SURVEY

Type of data: Primary

Data Analysis
Data collection method Questionnaire
Secondary sources Data has been collected from both internal and
external sources such as personal records,
annual reports, published articles, websites
Data analysis technique Qualitative
Data analysis tool .Bar chart , Pie chart

Table 1: Age wise classification

DATA ANALYSIS
SERIA AGE NO OF PERCENTA
L RESPONDE GE (%) AGE
NO NTS
1 BETWEEN 22 44% BETWEEN 10 -20 BETWEEN 20 -30
10-20
BETWEEN 30 -40 ABOVE 40

2 BETWEEN 13 26%
20-30
12%

3 BETWEEN 9 18%
30-40 44%
18%
4 ABOVE 40 6 12%

TOTAL 50 100% 26%

INTERPRETATION : According to the above it is concluded that a survey was made

 Among 50 respondents out of which 22,13,9,6 belong to age group of 10-20,20-30,30-40
and above 40 respectively

12
 Table 2 : Gender wise classification
DATA ANALYSIS
SERIAL GENDER NUMBER PERCENTAGE
NO (%) GENDER
1 MALE 22 40% NUMBER PERCENTAGE %
50
2 FEMALE 28 60%
28
22

40% 60% 100%

TOTAL 50 100%
MALE FEMALE TOTAL

INTERPRETATION : According to the above analysis it is concluded that a survey of 50

respondents was carried out,of which 22 are male,28 are female.

Table 3 : Which brand of noodle you prefer most ?

DATA ANALYSIS
SERIAL NO BRANDS NO OF PERCENTAGE(
PREFERED RESPONDEN %) NO OF RESPONDENTS PERCENTAGE( %)
24
TS 25
20 13
1 MAGGI 24 48% 15 10
10 3
YIPPEE 13 26% 5 48% 26% 20% 6%
2
0
MA YIP KN CHI
3 KNORR 10 20% GG EE OR NG
I R S
4 CHINGS 3 6% 1 2 3 4
NO OF
24 13 10 3
RESPONDENTS
TOTAL 50 100% PERCENTAGE(
48% 26% 20% 6%
%)

INTERPRETATION: There are many brand available in the market. But the market
leader in India are Maggi and Yippee.
According to the survey made of 50 respondents :-
1. 48% of the respondents prefer Maggi as major brand for instant noodles and
yippee ranking soon after with 26% preference level.
2. Knorr and Chings shares preference level from customers of 20% and 6%
respectively.

13
 Table 4: Which type of instant noodles do you prefer?

Serial Type No of Percentage(%)

no respondents
TYPE OF NOODLES

1 Packet 25 50%

2 Cup(bowl) 8 16% 34%

1 packet
50%

16% 2 cup(bowl)

3 No 17 34% 3 no preference
preference

Total 50 100%

INTERPRETATION: The instant noodles are available in the market in different type like
packet & cup(bowl)

According to the survey made of 50 respondents :-

 According to the survey the result shows a report where 30% are favour of
packet type noodles.
 16% people prefer cup(bowl) type noodles
 34% candidates don’t have any preference.

14
 Table 5: Why do you prefer packet noodles?

DATA ANALYSIS

SERIA OPTION NO OF PERCENTAGE( OPTIONS

L NO S RESPONDENT %)
S
1 Easier to 18 36%
purchase 20%

2 Faster/Mor 12 24% 36%

e
convenient
3 Easier to 10 20%
store 20%

4 Cheaper 10 20%

24%
Total 50 100%
1 Easier to purchase
2 Faster/More convenient
3 Easier to store
4 Cheaper

INTERPRETATION: According to the survey we can know the reason why 50% people prefer
packet noodles-
According to the survey made of 50 respondents :-
 According to the survey 36% people prefer packet noodles because of easier to
purchase.
 12% people are favour of faster/more convenient.
 20% candidates prefer packet noodles coz its easier to store.
 20% respondents like for cheaper.

15
 Table 6 : Where do you normally buy noodles from?

DATA ANALYSIS

SL SOURCES NO OF PERCENTAGE(%)
NO RESPONDENTS SOURCES OF
NOODLES
1 DEPT. 23 46%
STORES
10%
2 SUPER 7 14%
MARKET

46%
3 RETAIL 15 30% 30%
STORES

4 OTHERS 5 10%

14%

TOTAL 50 100%

1 DEPT. STORES 2 SUPER MARKET

3 RETAIL STORES 4 OTHERS

INTERPRETATION:According to the above analysis it is concluded that-

According to the survey made of 50 respondents :-

 46% of the respondents having a buying habit of chocolates from Departmental Stores.
 14% of the respondents prefer going to Super Market.
 30% of the sample size shows a buying pattern from Retail Store.
 10% are consuming from other stores

16
 Table7 : Which pack do you purchase?

DATA ANALYSIS

SL PACK NO. OF PERCENTAGE(%)

NO. SIZE RESPONDENTS PACK SIZE OF
1 SMALL 29 58% NOODLES

2 BIG 8 16%

3 FAMILY 13 26%
1 SMALL
PACK 26%

2 BIG
TOTAL 50 100%
58%
16% 3 FAMILY
PACK

INTERPRETATION:The noodles are available in the market in different pack size-

According to the survey made of 50 respondents :-

 According to the survey the result shows a report where 58% are in favour of Small Pack
size.
 According to the survey the result shows a report where 26% are in favour of Family
Pack size.
 And the remaining are in favour of Big size packs which are 16%

17
Table8: What are the factors which drives you to prefer a particular brand over the other
brands noodles available in the market?

DATA ANALYSIS

SL FACTORS NO. OF PERCENTAGE(%)

NO. RESPONDENTS FACTORS
INFLUENCING
1 FLAVOUR & 41 82%
TASTE

2 PACKAGING 3 6% 2%
FLAVOUR &
10% TASTE
3 PRICE 5 10% 6%
PACKAGING

PRICE
4 QUANTITY 1 2%
82% QUANTITY

TOTAL 50 100%

INTERPRETATION:A survey was carried out among 50 respondents. The above data analysis
shows satisfaction level of different consumers who differentiate their brands and buying pattern
according to the factors pertaining to each brand.

According to the survey made of 50 respondents :-

 According to the survey the result shows a report where 82% are in favour of Flavour and
Taste.
 6% of the respondents prefer Packaging.
 10% people prefer Pricing.
 And the remaining 2% people prefer Quantity.
18
 Table 9 : If your preferred brand is not avalible for repeat purchases then
what you will do for that product ?

DATA ANALYSIS
SL OPTIONS NO. OF PERCENTAGE(%)
NO. RESPONDENTS OPTIONS
1 POSTPONE 12 24%
YOUR
PURCHASE

2 SWITCH 17 34% 24%

OVER TO
42%
OTHER
BRANDS

3 SEARCH 21 42%
OTHER 34%
STORES

TOTAL 50 100%
POSTPONE YOUR PURCHASE
SWITCH OVER TO OTHER BRANDS
SEARCH OTHER STORES

INTERPRETATION: According to the above analysis it can be concluded that-

According to the survey made of 50 respondents :-

 24% of the consumer base will postpone their purchase if the product is not available
for repeat purchases.
 34% of the respondents will switch for other brands as they will not postpone their
purchase.
 42% will search other stores for availability of their preferred brand.

19
 Table 10 : Does personality like Amitabh Bachhan or Madhuri Dixit influence your
decision to buying a particular brand of noodles ?

DATA ANALYSIS
SL NO OPTIONS NO OF PERCENTAGE(%)
RESPONDE
NTS
OPTIONS
1 YES 12 24%

2 NO 20 40% YES

26% 24% NO
3 NOT 5 10%
COMPLETE NOT
LY 10%
COMPLETELY
4 DON'T 13 26% 40%
DON'T KNOW OR
KNOW OR NOT SURE
NOT SURE
TOTAL 50 100%

INTERPRETATION: According to the above analysis it can be concluded that-

According to the survey made of 50 respondents :-

 Buying behavior of any brand of noodles is 24% influenced by personalities.
 40% does not attach their consumption pattern to any personality featuring the brand.
 10% and 26% of the data size are not completely influenced or are not sure about
such influential factors when they prefer one noodles6 brand over the other
respectively.

20
 Table 11: Chose 1 of the following that best describes you:

DATA ANALYSIS
SL OPTIONS NO OF PERCENT
NO RESPONDE
NTS
AGE(%) OPTIONS
1 I USALLY 30 60%
CONSUME
INSTANT
NOODLES AS 1 I USALLY
QUICK SNACKS CONSUME INSTANT
NOODLES AS QUICK
SNACKS
2 I CONSUME 13 26%
INSTANT 14%
NOODLES AS 2 I CONSUME
MAIN MEALS INSTANT NOODLES
AND QUICK AS MAIN MEALS
SNACKS 26% AND QUICK SNACKS
60%
3 I USUALLY 7 14%
3 I USUALLY
CONSUME
CONSUME INSTANT
INSTANT
NOODLES AS MAIN
NOODLES AS
MAIN MEALS MEALS

TOTAL 50 100%

INTERPRETATION: According to the above analysis it can be concluded that-

According to the survey made of 50 respondents :-

 60% of respondents usually consume instant noodles as quick snacks
 26% people have instant noodles as main and quick snacks
 Remaining 14% people usually consume instant noodles as main meals

21
Table 12 : Suppose now there is a new brand instant noodles coming to the market , would
you be ready to try it?

DATA ANALYSIS
SL OPTION NO OF PERCENTA
NO S RESPONDE GE(%) OPTIONS
NTS

1 YES 34 68%

8%
2 NO 12 24%

24% 1 YES
2 NO
3 MAY BE 4 8%
3 MAY BE
68%

TOTAL 50 100%

INTERPRETATION: From the above analysis it is conclude that-

According to the survey made of 50 respondents-

 68% people are ready to try new brand of instant noodles if it will come in the market.
 24% people are not going to try the new product in the market.
 8% people may be try the new product.

22
 Table 13 : Through which channel you get new instant noodles product information most
often?

DATA ANALYSIS

SL CHANNEL NO OF PERCENTAG
NO S RESPONDENT E(%) CHANNELS
S
1 TV 28 56%
2%

18%
2 NEWSPAP 12 24%
ER OR
MAGAZIN 56%
E 24%

3 HEAR 9 18%
FROM
OTHERS

4 OTHER 1 2%
WAYS
1 TV
TOTAL 50 100% 2 NEWSPAPER OR MAGAZINE
3 HEAR FROM OTHERS

INTERPRETATION: from the above survey we can know from which mass media generally
people gets new news most often.
According to the survey made of 50 respondents-

 56% people gets news of new product from Television.

 24% respondents come to know about new product from Newspaper or Magazine.
 18% people gets news from others.
 2% people gets news from other ways.

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 Table 14 : Which kind of sales promotion you are most interested in?

DATA ANALYSIS

SL OPTIONS NO OF PERCENTAG
N RESPONDENT E(%) OPTIONS
O S
0%
1 DICOUNT 22 44%

20%
2 GIFTS 18 36%
44%

3 EXTRA 10 20%
QUANTIT
Y
4 OTHERS 0 0% 36%

TOTAL 50 100%
1 DICOUNT 2 GIFTS
3 EXTRA QUANTITY 4 OTHERS

INTERPRETATION: Deferent peoples are interested in deferent promotions from the

company it may be discount, gifts, extra quantity, others-

According to the survey made of 50 respondents-

 44% people like to get more discount on a product
 36% people like to get gifts.
 20% people wants extra quantity.

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 3.2.2 SWOT ANALYSIS OF NOODLES INDUSTRY

STRENGH WEAKNESSES
 Market leadership  Overreliance on the mature
 Diversified portfolio of brand market and small no of
 Commitment in research and distribution
development

SWOT

OPPORTUNITIES Analysis THREATS

 Emerging market: India and  Loss of competitiveness
China rivalries that expand in to
 Increasing demand of healthier international market
variants of noodles  Increasing entries of private
 E-commerce labels
 Rising prices of major row
materials.

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3.3.FINDINGS

 Maggi is a market leader in noodles category with high brand loyalty.

 When it comes to the point of purchase of display Maggi again scores over the others
brands.
 Though ITC have increased their market share but they are unable to take the market
share of Maggi, they have taken the market share of Chings and Knorr.
 Maximum no of retailers says that they get proper credit facilities on Maggi while other
companies fail to do so.
 Now a day the biggest threat to Maggi is ITC Yippee,while other brands are almost
vanished from the market.
 Maggi has a unique relation with consumers.
 The Maggi has created a emotional attachments with consumers.
 Nestle is very aggressive towards its product quality.
 Though Chings could not take good market share in India right now but Chings has lots
of variation in their noodles.

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CHAPTER 4 : CONCLUSIONS & RECOMMENDATIONS

27
4.1. CONCLUSIONS

In 2015, Maggi got entangled in a major controversy when a few samples of Maggi were tested
and found 'unsafe and hazardous' for human consumption. The tests concluded that Maggi
contained much higher levels of monosodium glutamate (MSG) and lead than what was
permissible. The findings of the tests were followed by bands on Maggi in many states across
and outside India. Though Nestle denied the allegations that Maggi was 'unsafe and hazardous' to
human health, it pulled back all the stocks from across the country. Maggi had to undergo tests in
three government-accredited laboratories in Jaipur, Hyderabad and Mohali, as ordered by the
Bombay High Court prior to commencing sales in the market.
Now Nestlé is set to resume manufacturing Maggi instant noodles in the country after three
government-accredited laboratories found samples safe for human consumption. So Nestle is
trying to take their own place in the instant noodles market.

 Companies must focus more on sale of family size package by providing discount so that
customer purchases it more.
 Companies must improve their other factors for sale of its product other than price,brand
and taste.
 Chings and other brands have to work on their taste to compete in market against Maggi.
 Companies have to focus on availability of brand at each and every place so that
consumer don’t switch over to other brands.
 Companies should keep retaining their loyal customers by maintain their brand image and
quality.
 Companies have to focus on safety of instant noodles.

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4.2 RECOMMENDATIONS

 Consumers prefer a better distribution channel so that noodles are easily available at
every stores at their reach.
 Noodles should try to focus more on packaging and maintain a proper pricing strategy to
maintain its position in the market as per the survey.
 Maggi focus should be more on improving its brand value by enriching the flavour and
taste of its products.
 The main strategy of all companies to attract more customers is to focus more on
promotional offers like free gifts and samples and also should come up with some events
and games to increase its sales.
 Social media should be the main focusing point for all.
 Companies should come up with new variants of existing products and should innovate
better family packs as customers are in favour of it as per the survey.
 Last but not the least, major players in the market like Maggi, Yippee, Chings, Knorr
should try to focus on the health and nutrition part of its noodles as there is a rising
demand of healthier variants of noodles all across the market.
 Schools can also be targeted for making awareness among the kids because they are the
major consumer.

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Chapter 5 : BIBLIOGRAPHY

30
Websites: -
 WWW.NESTLE.IN

 WWW.MAGGI-CLUB.IN

 WWW.INDIANJOURNALOFMARKETING.COM

 WWW.CAREERDYNAMO.COM/MARKETING_JOURNALS.HTML

 WWW.WIKIPEDIA.COM

Newspapers and Magazines:-

 Economic times – “Brand Equity Supplement”

 Marketing Today Magazine

31
CHAPTER 6 : ANNEXURES

32
 QUESTIONNAIRE

Name: - Contact No:-

Please affix your visiting card with the questionnaire

Disclaimer: - The survey is conducted solely for the research work under the programme
of University of Calcutta being a student of ACHARYA GIRISH CHANDRA BOSE
COLLEGE, Kolkata as a part of my project and as such the responses generated will be
used strictly for academic purpose.
________________________________________________________________________
______

PART-1
Demographic information:-

 Name:
 Address:
 Phone No:
 Age Group: 10-20 | 20-30 | 30-40| Above 40
 Gender: Male / Female
 Marital Status: Married / Unmarried
 Educational Status: Under graduate / Graduate / Post graduate
 Employment Status: Employed / Unemployed / Self- employed

PART-2

1. DO YOU PREFER INSTANT NOODLES ?

YES NO

2. WHICH BRAND OF NOODLE YOU PREFER THE MOST ?

MAGGI YIPPEEKNORR CHINGS

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 3. WHICH TYPE OF INSTANT NOODLES DO YOU PREFER ?

PACKET (POUCH) CUP (BOWL) NO PREFERENCE

4. WHY DO YOU PREFER PACKET (POUCH) NOODLES ?

EASIER TO PURCHASE FASTER/MORE CONVENIENT EASIER TO STORE CHEAPER

5. WHERE DO YOU NORMALLY BUY NOODELS FROM ?

DEPT.STORES SUPERMARKET RETAILSTORES OTHERS

6. WHICH PACK DO YOU PURCHASE ?

SMALLBIG FAMILY PACK

7. WHAT ARE THE FACTORS WHICH DRIVES YOU TO PREFER A PARTICULAR

BRAND OVER THE OTHERS BRANDS NOODELS AVALIBLE IN THE MARKET ?

FLAVOUR & TASTE PACKAGINGPRICE QUANTITY

8. IF YOUR PREFERRED BRAND IS NOT AVALIBLE FOR REPEAT PURCHASES THEN WHAT
YOU WILL DO FOR THAT PRODUCT?

POSTPONE YOUR PURCHASE SWITCH OVER TO OTHERS BRANDS SEARCH OTHER

STORES

9. DOES PERSONALITY LIKE AMITABH BACHHAN OR MADHURI DIXIT OR DHONI

INFLUNCE YOUR DECISION TO BUYING A PARTICULAR BRAND OF NOODLE?

YES NO NOT COMPLETELY DON’T KNOW OR NOT SURE

10. CHOOSE 1 OF THE FOLLOWING THAT BEST DESCRIBES YOU :

I USALLY CONSUME INSTANT NOODLES AS QUICK SNACKS I CONSUME INSTANT

NOODLES AS MAIN MEALS AND QUICK SNACKS I USUALLY CONSUME INSTANT
NOODLES AS MAIN MEALS
11. SUPPOSE NOW THERE IS A NEW CHINES BRAND INSTANT NOODLES COMING TO THE
MARKET , WOULD YOU BE READY TO TRY IT ?

YES NO MAY BE

12. THROUGH WHICH CHANNEL YOU GET NEW INSTANT NOODLES PRODUCT
INFORMATION MOST OFTEN ?

TV NEWSPAPER OR MAGAZINE HEAR FROM OTHERS OTHER WAYS

13. WHICH KIND OF SALES PROMOTION YOU ARE MOST INTERESTED IN ?

DICOUNT GIFTS EXTRA QUANTITY OTHERS

34
35