INTRODUCTION

In this research, I have surveyed the customer’s preference towards Instant noodles,
which is consumed by people of all the ages in India. During this research I have interacted with
the people of Bhilai. After this research I came to know how people perceives Noodles on the
variables like price, quality, packaging, variety, health, promotional activities etc. I also came
two know how much people of different ages prefer Noodles and which segment of it. In this
research I have surveyed that whether price fluctuation and non-availability of their desired
segment of Noodles make them to switch to other brands. I have tried to explain the research
and facts based on the data collected through the survey.

Instant noodles are sold in a precooked and dried noodle block, with flavoring powder and/or
seasoning oil. The flavoring is usually in a separate packet, although in the case of cup
noodles the flavoring is often loose in the cup. Some instant noodle products are seal packed;
these can be reheated or eaten straight from the packet/container. Dried noodle blocks are cooked
or soaked in boiling water before eating.

The main ingredients used in dried noodles are usually wheat flour, palm oil, and salt. Common
ingredients in the flavoring powder are salt, monosodium glutamate, seasoning, and sugar. The
dried noodle block was originally created by flash frying cooked noodles, and this is still the
main method used in Asian countries, but air-dried noodle blocks are favored in Western
countries.

Instant noodles were invented by Momofuku Ando (born Go Pek-Hok) of Nissin Foods in
Japan.[1] They were launched in 1958 under the brand name Chikin Ramen. In 1971, Nissin
introduced Cup Noodles, a dried noodle block in a polystyrene cup (It is referred to as Cup
Ramen in Japan). Instant noodles are marketed worldwide under many brand names.

Ramen, a Japanese noodle soup, is sometimes used as a descriptor for instant noodle flavors by
some Japanese instant noodle manufacturers (as Indomie use Mie goreng as a descriptor for
their Indomie range). It has become synonymous in America for all instant noodle products.

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COMPOSITION

There are three key ingredients in wheat based noodles: Wheat flour, water, and salt. Other than
the three main ingredients, USDA regulations allow instant noodles to contain palm oil,
seasoning, sodium phosphates, potato starches, gums, and other ingredients. Knowing the
composition of instant noodles is crucial to understanding the physical chemical properties of the
product; therefore, the function of each ingredient listed above is specified below.

Flour

Noodles can be made from different kinds of flours, such as wheat flour, rice flour, and
buckwheat flour, depending on the various types manufacturers want to make. For instant
noodles, flours which have 8.5-12.5% protein are optimal because noodles must be able to
withstand the drying process without breaking apart, which requires a higher amount of protein
in flour, and during frying, high protein content can help decrease the fat uptake. Gluten, which
is made up of gluten in and gilding, is the most important wheat protein that forms the
continuous viscoelastic dough of noodles. The development of gluten structures and the
networking between gluten and starches during kneading is very important to the elasticity and
continuity of the dough.

Water

Water is the second most important raw material for making noodles after flour. The hydration of
dough determines the development of gluten structure, which affects the viscoelastic properties
of dough. The water absorption level for making noodles is about 30% - 38% of flour weight; if
the water absorption level is too high, hydration of flour can not be completed, and if the water
absorption level is too low, the dough will be too sticky to handle during processing. For instant
noodles, dehydration is an important step after noodles are made because water can offer a
hospitable environment for microorganisms. Depending on dehydration methods, USDA has
regulation on moisture content of instant noodles: for instant noodles dehydrated by frying,
moisture content cannot exceed 8%, and for those dehydrated by methods other than frying,
moisture content cannot exceed 14.5%.

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Salt

Salt is added when making the flour dough to strengthen gluten structures and enhance the
sheeting properties of dough, and it can make the noodles softer and more elastic. Salt also offers
the basic salty flavor of noodles and can cover some of the off-flavor generated by flour and
processing. Another function of salt is to slow the activities of enzymes, such as proteolytic
enzymes, which could interrupt the gluten structures, and microbial growth. Alkaline salt, such
as sodium and potassium carbonates, could be added to noodle dough to enhance the yellow
color of the product if needed because flavonoid pigments in flour turns yellow at alkaline pH
levels, and the increase of pH could also influence the behavior of gluten, which could make
noodle dough even tougher and less extensible (for some noodles, such as Japanese ramen, this is
wanted). For making fresh noodles, the amount of salt added is 1-3% of flour weight, but for
instant noodles, due to the longer shelf life, it requires higher salt content.

Oil

Frying is a common dehydration process for producing instant noodles. Therefore, oil becomes
an important component of instant noodles. According to USDA regulation, oil-fried instant
noodles should not have fat content higher than 20% of total weight, which means theoretically,
amount of oil uptake during frying process could go even higher. Therefore, the high fat content
of instant noodles is always the reason why consumers who is pursuing healthy diets would not
buy this product. Palm oil is always chosen as the frying oil for instant noodles due to its heat
stability and low cost. However, overall, due to the high fat content and low moisture content,
instant noodles are highly susceptible to lipid oxidation, and relatively high amount of
preservatives are added. Hence, to avoid the generation of off flavors and health risking
compounds, some instant noodles were dehydrated by ways other than frying to reduce the fat
content. According to USDA, un-fried instant noodles should have fat content lower than 3%.

Starches

Potato starches are commonly added in instant noodles to enhance gelling properties and water-
holding capacities of noodles. Gelling properties could enhance the elasticity and chewiness of

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instant noodles, and water holding capacities could improve the smooth and shiny look of
noodles after cooking and shorten the cooking time.

Polyphosphates

Polyphosphate is used in instant noodles as additive to improve starch gelatinization during

cooking (rehydration) to allow more water retention in the noodles. Normally 0.1% of flour
weight phosphate compounds are added to water before mixing and making the dough.

Hydrocolloids

Hydrocolloids such as guar gum are widely used in instant noodles production to enhance water
binding capacity during rehydration and shorten the cooking time. Gums are dispersed in water
before mixing and making noodles dough.

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Production

The main ingredients in instant noodles are flour, starch, water, salt and/or a salt substitute
known as kansui, a type of alkaline mineral water containing sodium carbonate and
usually potassium carbonate, as well as sometimes a small amount ofphosphoric acid.

Specific types of noodle can be made from a mix of wheat flour and other flour such
as buckwheat. There are variations to the ingredients used depending on the
country of origin in terms of the salt content and the flour content.

Noodle production starts with dissolving the salt, starch, and flavoring in water to
form a mixture which is then added to the flour. The dough is then left for a period
of time to mature, then for even distribution of the ingredients and hydration of the
particles in the dough, it is kneaded. After it is kneaded, the dough gets made into
two sheets compounded into one single noodle belt by being put through two
rotating rollers. This process is repeated to develop gluten more easily as the sheet
is folded and passed through the rollers several times. This will create the stringy
and chewy texture found in instant noodles. When the noodle belt is made to the
desired thickness by adjusting the gap in the rolls, it is then cut right away. Wavy
noodles are made in a slow paced conveyor belt and are hindered by metal weights
when coming out of the slitter which gives the noodle its wavy appearance. If the
strands are to be molded into other shapes, liquid seasoning could be added as well.
Once the noodles are shaped, they is ready to be steamed for 1–5 minutes at 100 °C
(212 °F) to improve its texture by gelatinizingthe starch of the noodles. When
steaming, the addition of water and heat breaks up the helix structure and
crystalinity of amylose. Amylose begins to diffuse out of the starch granule and
forms a gel matrix around the granule.

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Next, noodles can be dried in one of two ways: by frying or by hot air drying. Fried
instant noodles are dried by oil frying for 1–2 minutes at a temperature of 140–
160 °C (284–320 °F). The frying process decreases the moisture content from 30–
50% to 2–5%. Common oils used for frying in North America consist of canola,
cottonseed and palm oil mixtures, while only palm oil or palm olein are used in Asia.
Air-dried noodles are dried for 30–40 minutes in hot air at a temperature of 70–
90 °C (158–194 °F), resulting in a moisture content of 8–12%. The heat from either
drying process will further add to the porous texture of the noodles by gelatinizing
the starch even more. More than 80% of instant noodles are fried as it gives more
evenly dried noodles than hot air drying which can cause an undesired texture in
finished noodles, and also taking longer time to cook. However, with fried noodles,
the oil content is about 15–20% and decreases the shelf life of the noodles due to
oxidation whereas in hot air-dried noodles it has only 3% oil content maximum.

Before packaging with seasoning, the noodles are cooled after drying, and their
quality of moisture, color, and shape are checked. Packaging of the noodles include
films impermeable to air and water. There are two forms of packaged instant
noodles, one in a bag with the provided seasoning in small sachets inside, or in a cup
with seasoning on the top of the noodles. There are a variety of flavors to the
noodles depending on which ones are added to the seasoning. Such flavors include
beef, chicken, pork, shrimp, oriental, etc. In instant noodle cups, soy protein and
dehydrated vegetables and meats are often added for further flavor.

The shelf life of instant noodles ranges from 4–12 months, depending on
environmental factors. Their stability comes from the high sodium content with low
moisture, and low water activity. Instant noodles can be served after 1–2 minutes in
boiled water or soaked in hot water for 3–4 minutes.

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Physical properties

Noodles from instant ramen noodle soup are continuous viscoelastic gluten matrix
evenly mixed with starch granules, salt, gums, and other additives and
preservatives. There are three key ingredients in making the noodle dough, which
are wheat flour, water and salt. After mixing, kneading, compounding, and rolling, a
continuous viscous noodle dough sheet is made and cut by roll slitters. The
conveying belt which transports noodle dough sheet moves slower than the rotation
speed of blades on the slitters; therefore, noodle dough sheet could be pressed
multiple times up and down and produce the unique wavy form of instant noodles.
After slitting, noodle dough sheets undergo steaming and frying, which triggers
starch gelatinization to increase the water retention during cooking in boiling water
to shorten the cooking time of instant noodles.

“Elasticity”

Even though, dry instant noodles could not show any sign of elasticity, cooked
instant noodles generally have higher elasticity than other types of noodles when
they are cooked, and the unique wavy form also differentiates instant noodles from
other common noodles like udon or flat noodles. The wavy form of instant noodles
sometimes creates random spirals after noodles are cooked, which can give a unique
springiness to the noodle strands. The wavy form of instant noodles are formed
when noodle dough sheet are being cut by rotation slitters. As mentioned above, due
to the difference between the velocity of conveying belt and blades rotation, noodle
dough sheets could be pressed by blades multiple times within certain area, and that
creates the unique wavy form of instant noodles. During pressing by heavy blades,
the continuous gluten structure is ruptured at certain points and could not return to
its original shape, but the rest of gluten structures are strong enough to

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keep it hanging; therefore, wavy noodle strands are formed and maintained during
processing. Other than the physical springiness, the selection of ingredients also
ensures the high elasticity of instant noodles. Instant noodles require wheat flour
with high protein content to make sure noodle strands could not be broken during
processing, which will make a more viscoelastic noodle dough and result in more
elastic noodles. Furthermore, potato starch is a key ingredient in instant noodles,
which has characteristics of low gelatinization temperature, high viscosity, and
rapid swelling. Therefore, the addition of starch could also increase the elasticity of
noodles. High salt content in instant noodles also increase the elasticity of noodle
strands. Salt, dissolved in water as ions, could strengthen the interaction between
gluten structures which can also increase the elasticity of noodles.

Short cooking time

The initial purpose of inventing instant noodles was to shorten the cooking time of conventional
noodles. Therefore, a short cooking time could be regarded as the most decisive characteristic of
instant noodles. Instant noodles are cooked in boiled water; therefore, enhancing water retention
is the major method to shorten cooking time.

Starch gelatinization is the most important feature in instant noodles that can enhance water
retention during cooking. Two key steps in instant noodle processing served the function to
trigger starch gelatinization, which are steaming and oil-frying. Starch gelatinization occurs
when starch granules swell in water with heat, amyloses leak out of starch granules, which could
bind to water and increase the viscosity of gluten matrix. Steaming offer an optimal condition for
the gelatinization of potato starches. After steaming, rapid oil-frying vaporize the free water, and
gelatinization still goes on until all the free water is dehydrated. During frying, water in noodle
strands migrate from central region outwards to replace the surface water that is dehydrated
during frying. Therefore, a porous sponge structure in the noodle is created due to vaporization.
During migration of water, it carries thermal energy from oil to surroundings and bound water to
offer the heat for finishing starch gelatinization. Furthermore, the heat transfer during

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evaporation protects instant noodles from burning or being overcooked during
frying.[9]Moreover, as a common additive, guar gum can not only increases the elasticity and
viscosity of noodles to enhance the mouth feel, it can also increase the water binding ability of
noodles when cooking in boiling water. Hydrocolloids could bind large amount of water, the
more water they bind, heat will transfer faster to the center of noodles.

Nutritional value

A serving of Indamines Mi go ring, with fried egg and vegetables. Instant noodles need
additional ingredients such as egg and vegetables to add nutritional value.

Instant noodles are often criticized as unhealthy or junk food. A single serving of instant noodles
is high in carbohydrates and fat, but low in protein, fiber, vitamins and minerals.

Sodium

The CDC and the National Academies Institute of Medicine called that assumption into
question. The CDC found that while Americans still consume too much salt, it is "no longer a
significant health hazard", and that reducing salt below the recommended level could be
hazardous to one's health. The National Academies Institute of Medicine performed a 5-year
study on nearly 29,000 participants, finding "no relationship between salt and a person's health",
saying that consuming up to between 1 and 3 TSP has no adverse effects to health. However, the
study recognizes that further study on sodium levels below 1 TSP would be necessary to
conclude if levels below 1 TSP would reduce cardiovascular problems, but "The evidence on

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health outcomes is not consistent with efforts that encourage lowering of dietary sodium in the
general population to 1,500 mg/day."

Frying oil

Another concern regarding the consumption of fried foods, including instant noodles, is the
possible presence of oxidation products, including acryl amides and aldehydes resulting from
poor maintenance of the oil. If the cooking oil is not maintained at the proper temperature or
changed as often as necessary (see gutter oil), these oxidation products accumulate toxins and are
present in the foods. Proper production standards are defined and promoted by World Instant
Noodles Association to mitigate these risks after incidents of instant noodle contamination in
developing Asia.

Lead

Lead contamination in Nestlé's Maggi brand instant noodles made headlines in India, with some
7 times the allowed limit, with several Indian states banning the product as well as Nepal. On
June 5, 2015, Food Safety and Standards Authority of India (FSSAI) orders banned all nine
approved variants of Maggi instant noodles from India, terming them "unsafe and hazardous" for
human consumption"

Instant noodles are a popular food in many parts of the world, undergoing changes in flavor to fit
local tastes. In 2015 the World Instant Noodles Association (WINA) noted 52 countries
consumed 97.7 billion servings which China (and Hong Kong) consumed 40.43 billion
and Indonesia consumed 13.20 billion servings, both countries dominated world's instant noodle
consumptions by almost 55 percent.[25]

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 COMPANY PROFILE

Instant noodles were invented by Taiwanese-Japanese inventor Momofuku Ando in Japan. It was
first marketed on 25 August 1958 by Ando's company, Nissin, under the brand name Chikin
Ramen. Ando developed the production method of flash frying noodles after they had been
made, creating the "instant" noodle. This dried the noodles and gave them a longer shelf life,
even exceeding that of frozen noodles. Each noodle block was pre-seasoned and sold for 35 yen.
Initially, due to its price and novelty, Chikin Ramen was considered a luxury item, as Japanese
grocery stores typically sold fresh noodles for one-sixth their price. Despite this, instant noodles
eventually gained immense popularity, especially after being promoted by Mitsubishi
Corporation.

In 1971, Nissin introduced Nissin Cup Noodles, instant noodles in a polystyrene cup, to which
boiling water is added to cook the noodles. A further innovation added dried vegetables to the
cup, creating a complete instant soup dish.

According to a Japanese poll in the year 2000, "the Japanese believe that their best invention of
the twentieth century was instant noodles."] As of 2010, approximately 96 billion servings of
instant noodles are eaten worldwide every year. China consumes 42 billion packages of instant
noodles per year – 44% of world consumption – Indonesia, 14 billion; Japan, 5.3 billion,
Vietnam 4.8 billion, USA 4 billion. Per capita, South Koreans consume the greatest amount of
instant noodles, 69 per capita per year.

PRODUCT PROFILE

The Key Players in the market of Instant Noodles -

1. Sun feast yippee

2. Maggie
3. Nor soupy Noodles
4. Chings Secret

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SUNFEAST YIPPEE-

THE BIRTH OF YiPPee!

YiPPee! was born out of the need for better noodles. With the blending expertise
of Aashirvaad atta to create a round noodle block, a choice in masala and a special scientific
process that does not allow lumping; We do just that!
Sep 2010
YiPPee! is launched

YiPPee! Classic masala and Magic masala were first launched in Bangalore

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Dec 2010
First YiPPee! Ad
End of 2010
YiPPee! expands to the rest of India after its success

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Oct 2013

YiPPee! launched India’s first Tricolor pasta in Bangalore

Jul 2016
YiPPee! enters 600cr club
We believe in customer satisfaction to all ends and hence have gained your trust.
- AC Nielsen July'16

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Aug 2016

YiPPee! launches new Power Up Atta Noodles

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ITC entered the instant noodles segment with the launch of Sun feast Yippee! in 2010. The
sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been
leveraged to create a delightful noodle block. The block being round in shape does not need to be
broken while cooking, providing really long & slurry noodles. A special scientific process
ensures that the noodles does not lump even 30 minutes after cooking.

Yippee! instant noodles is available in three lip smacking variants - Classic Masala, Magic
Masala and Chinese Masala. Classic Masala is the Classical Indian Masala flavour with a perfect
blend of spices. Magic Masala is a special masala created by ITC with spices and also has five
different types of dehydrated vegetables. Chinese Masala is a unique combination of Chinese and
MasalaFlavours.
Yippee is the second popular noodle brand in India, which has been produced by Sunfeast.
Yippee made its way into the Indian market in the first decade only. People started loving it.
Yippee is also having a tough competition among each other and also became a competitor of
Maggie. Yippee noodles are available in five different variants; classic masala , magic masala ,
Chinese masala , tricolor pasta, tricolor pasta masala (creamy corn ). Yippee is also playing such
a great role in India, children are now becoming a lover of yippee. They want to take it every day
by ignoring their side effects. Yippee has also made its high craze in India and giving a profit to
the Sun feast company by becoming a second best choice in noodles for the Indian people as
well as outside in the country.

Sunfeast is on its way to become a megabrand. This challenger biscuit brand launched in 2003,
within a span of 7 years, has presence in categories like biscuits,pasta and now in noodles.
Sunfeast made its first brand extension in 2005 when it launched Sunfeast Pasta Treat and
created the pasta category in the Indian market.

In September 2010 , the brand launched its noodles brand extension- Sunfeast Yippee. Indian
noodles segment has now become a huge market worth Rs 1200 crore . Maggi is the market
leader with a whopping 70% market share ( Business Standard). A huge market with one major
market leader is definitely an attractive one. That is one of the reason why so many players have
recently launched their brand in this segment.

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Sunfeast ( ITC) is a worthy player to take on the might of Maggi. ITC is a company that is not
averse to taking risk and have a huge cash reserve to fight a marketing war with Nestle.

The Sunfeast brand already has built up sufficient equity in the biscuit business with its high
profile campaigns featuring Shah Rukh Khan . The brand also occupied good shelf space in most
of the large retail formats . Another aspect of the brand was its penchant for launching a series of
new products and flavors which helped gain lot of consumer liking in the biscuit business.
Looking at the strategy behind extending the biscuit brand into noodles, there are pros and cons
that has to be noted. The major advantage for ITC in extending the Sunfeast brand is that it may
have saved lot of money through this extension. Building a brand in a sensitive category like
food will take lot of investment and time. Since Sunfeast is already in food business, it makes
economic sense to launch noodles under this brand.

The disadvantage is the dilution of the equity of the brand in its core business- biscuits. Sunfeast
is not now a biscuit brand but an umbrella brand endorsing many food items. Hence the
personality of the brand has changed . This change has happened from 2005 itself when the
brand launched the Pasta Treat.

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In the branding of noodles, Sunfeast has adopted an endorsing structure where Sunfeast brand
will endorse the Noodle brand "Yippee " . The look of the brand says that it is going to be
positioned as a happy, vibrant, fun loving brand. I am yet to see any campaigns for this brand in
any of the channels. Retail shops are displaying the brand with some POP promotions but not
much on the message side.

-MAGGIE-

Maggie is an international brand of seasonings, instant soups, and noodles that originated in
Switzerland. The brand was acquired by Nestlé in 1947.

In India Maggi was launched in 1983. The bright red and yellow colours of the packet with the
brilliant blue ’2-minute Noodles’ printed on it has found a place on every kitchen

Over the years, Maggi has grown as a brand and positioned itself as a ’Fast to cook! Good to
Eat!’ food product.

Well the history of this brand traces back to the 19th century when industrial revolution in
Switzerland created factory jobs for women, who were therefore left with very little time to
prepare meals. Due to this growing problem Swiss Public Welfare Society asked a miller
named Julius Maggi to create a vegetable food product that would be quick to prepare and easy
to digest. Julius, the son of an Italian immigrant came up with a formula to bring added taste to
meals in 1863.. However in India(the largest consumer of Maggi noodles in the world!) It was
launched in 1980’s by Nestle group of companies.

After conducting an extensive research, the firm found that the children were the biggest
consumers of Maggi noodles. Quickly a strategy was developed to capture the kids segment with
various tools of sales promotion like pencils, fun books, maggi clubs which worked wonders for
it. No doubt the ads of maggi have shown a hungry kid saying ’’Mummy bhookh lagi hai’’ to
which his mom replies ’’Bas do minute!’’ and soon he is happily eating Maggie noodles. The
company could have easily positioned the product as a meal, but did not, as a study had shown
that Indian mentality did not accept anything other than rice or roti as meal.

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They made it a easy to cook snack that could be prepared in just two minutes.
The formula clicked well & maggi became a brand name.That’s precisely what is required in
making a product a brand The brand has grown to an estimated 200 crore & contributes to
around 10% of Nestle India’s top line.

KNOR SOUPY NOODLES-

Mr.Knorr began to experiment with drying vegetables and seasonings, preserving their
nutritional value and flavour. This led to the launch in 1873 of Knorr’s first dried soup range
across the European continent. This progressive breakthrough led to a series of improvements in
technique and development of new products. Innovation and creativity have been at the heart of
everything our chefs at Knorr create, whether it be the nutritious ‘Erbswurst’, or pea soup in
1889, or our pioneering Knorr European sauce mix in 1908.

Since 1838, our food philosophy has centered on a high quality, which we maintain in every one
of our products.

THEN THERE WAS BOUILLON

In 1912, we introduced a product that revolutionised the way women cooked at home; the Knorr
Buillion cube. For the first time, families could enjoy traditional, hearty, continental food using
delicious stock made from our Buillion cube.

Known today at the Knorr Stock Cube, this humble product was an instant success! In 1997, we
launched our instant soup powders that allowed younger and less experienced cooks to be fully
independent in the kitchen. With continued hard work and innovation, our team at Knorr created
a range of complete meal makers in 2007. A few years later, in 2010 we released our Soupy
Noodles, a hearty mix of soup, vegetables and noodles. Just another example of how, with
cupfulls of dedication and love; the team at Knorr endeavours to help you cook better meals
every day

In 1912, we introduced a product that revolutionised the way women cooked at home; the Knorr
Buillion cube. For the first time, families could enjoy traditional, hearty, continental food using
delicious stock made from our Buillion cube.

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Known today at the Knorr Stock Cube, this humble product was an instant success! In 1997, we
launched our instant soup powders that allowed younger and less experienced cooks to be fully
independent in the kitchen. With continued hard work and innovation, our team at Knorr created
a range of complete meal makers in 2007. A few years later, in 2010 we released our Soupy
Noodles, a hearty mix of soup, vegetables and noodles. Just another example of how, with
cupfulls of dedication and love; the team at Knorr endeavours to help you cook better meals
every day.

FLAVOURS OF THE WORLD

Knorr’s products are available in every country around the world; we pride ourselves on a
genuine understanding of local flavours. Our multi-cuisine approach enables us to provide you
with great tasting international favourites, helping you sample authentic flavours from cultures
far and wide.

In 1957, flagship Knorr brands like Bouillon and Soups were sold in only eight countries and by
the year 2000, Knorr products were sold in nearly ninety countries around the world. The same
year led to an important milestone; Knorr joined the Unilever family.

CHINGS SECRET-

Ching's Secret produces several kinds of noodles, including instant noodles.[ On 16 June
2015, a newspaper report stated that Ching's Secret noodles had failed a quality test administered
by a government agency. The agency had then initiated court proceedings against the company,
"for selling products that were found with hazardous chemicals. After the controversy, which
also affected other manufacturers, Ching's Secret stopped selling noodles on 25 June 2015

Ching's Secret runs India ke Hunger Ki Bajao, a fund raising drive which seeks
donations for the Akshaya Patra Foundation's mid-day meal programme, which serves 1.4
million children across schools in India. The campaign was launched on 26 May with a video
featuring Ranveer Singh.

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 LITERATURE REVIEW

The word noodle is derived from the German language word Nudel (noodle). In 1958,
Momofuku Ando 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 dough’s, 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 Maggie, 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.

This research is an effort to study one of the main functions of business like marketing research
which is “study of consumers’ preferences & it’s affecting factors towards selection of various
noodles of branded companies in BHILAI city”. Research includes contents on various topics
that affect the consumer’s decision regarding buying Noodles. Researchers have understood all
things about noodles industry, and then researchers have collected the history of noodles
industry, review literature & define objectives based on which whole research was carried out.
Researchers have visited various areas of BHILAI city and got relevant feedback from the
respondents.

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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, Glaxo

Smith 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.

ORIGINATION OF DIFFERENT TYPES OF NOODLES-

Argentina

In Argentina, instant noodles are gaining popularity and can be found in supermarkets in most
major cities . The brand is usually Sapporo Ichiban. The Marching brand can also be found
at Disco and Cato supermarkets. Due to the recent Chinese immigration wave, specialized
Chinese supermarkets offer a wide variety of instant noodle brands.

Australia

The most popular manufacturer of instant noodle in Australia is San Remo Macaroni Company,
whose Fantastic and Simon brands hold a 30% market share. Other brands
include Indamines, Indamines (fried Indonesian noodles served with or without broth), Maggie
Noodles, Nissin's Demean Ramen, and Nongshim's Shin ramyun served with broth. Instant
noodles are often referred to as "two-minute noodles" in Australia, a reflection of their
preparation time.

22
Bangladesh

Maggie is the most popular brand of instant noodle in Bangladesh. Instant noodles are a popular
snack. They are often combined with eggs and seasonal vegetables.

Brazil

Brazilian instant noodles of the Maggie brand, being cooked

For a long time, the main manufacturer of instant noodle was Nissin Miojo, to the extent that in
Brazil, the most common name for them is "miojo", which is a Nissin trademark. Manufacturers
call them "lámen", from Japanese ramen. Many other companies, such as Maggi and Nestlé, also
offer this product. There are many variants, such as "Lámen Cremoso", which has a creamy
sauce, and "Lámen Hot", which includes pepper, as well as yakisoba and spaghetti.

Canada

Instant noodles were first introduced into Canada at least as early as 1974, with Ramen noodles
as its Japanese originator. There are many brands available, including major brands from
companies such as Nissin Foods, Sapporo Ichiban,Mr. Noodles, Nongshim, and Knorr. In some
areas, these noodles are referred to simply by their brand names, though they are predominantly
referred to as "instant noodles". These brand-name packages generally only contain one flavoring
pouch. Some brands, mostly more expensive Korean, Japanese, Chinese and Thai brands,
include more flavoring and separate packets for dried vegetables, flavoring contained in oil, and
pepper, in addition to the soup stock. Korean brands such as Nongshim are readily available in
most large grocery stores, and in some major cities, brands imported from Europe are also
available.

23
In larger grocery stores and Asian markets in larger cities, a large variety of brands and
international flavors can be found, including noodles from such places as Thailand, Indonesia,
and India. Instant noodles from Grace, a Caribbean food company, are available in some places.
Due to the large South Asian population in some major cities, Maggi is also a popular brand.
Product formats include regular plastic wrapping and in various foam food containers.

China

A bowl of Chinese Toon Veggie Noodles issued by Weichuan Food Industries

A packet of Master Kong instant noodles

The market is focusing on higher-end products. The top three brands in this category dominate
more than 85% of the market; for the lower end, the leading five brands hold about 60% of the
market share. The dominant brands in the Chinese market are:

 Ting Yi (aka Master Kong or Kang-shi-fu, owned by the Taiwanese Tingyi (Cayman
Islands) Holding Corporation and managed with a Japanese strategic alliance partner Sanyo

24
 Food, the third-largest player in the Japanese market. Master Kong is the largest brand, with
a business scope extending to beverages (RTD) and bakeries.

 Uni-President (aka President or Tong-Yi, , a PLC listed in Taiwan. Like Master Kong, it
once had its own businesses in beverages and bakeries. However, the company recently
formed a JV partnership with Hwa-Long and Nissin to distribute beverages. Uni-President's
home market is Taiwan, but the company is now expanding aggressively in mainland China.

 Hwa-Long ( i.e. Chinese Dragon), a local company allied with Nissin. Because of that
relationship, Hwa-long has long been regarded as Nissin's agent in the world's largest
consumer market. Recently Hwa-long, Nissin, and Uni-President formed a partnership in the
beverage business in order to collectively compete against Master Kong.

 Bai-xiang ( i.e. White Elephant), a local company spin-off based on a former state-owned
enterprise, which still enjoys a strong local customer base. It is a leading brand in terms of
volume, and its products fall into the lower price range.

In 2014, instant noodles sales declined by 9.1 percent year-on-year, due to some lower-income
migrant workers shifted to more quality instant noodles from Korea, while Chinese instant
noodle companies lured the consumers with cheaper instant noodles. 40 billion packets of instant
noodles sold annually in China with about half portion of world's consumption per year.

Colombia

Instant noodles were introduced in 2010 by Nissin Foods of Japan. In September 13, 2013;
Nissin Foods opened its commercial office in Bogotá, investing US$ 6 million in its corporate
offices.

Denmark

Virtually all supermarkets sell instant noodles of some sort, but they tend to be Westernized and
come in foam containers, costing upwards of 5 kroner. Ethnic stores and specialty shops offer the
most popular alternative, Yum Yum, whose prices range from 3–4 kroner; "3 for 10" offers are

25
nearly universal. Its popularity has been sufficient to become a generic brand name. Mama,
another brand from Thailand, is the second most popular Eastern brand but has a much smaller
market share. Wai Wai, a brand from Nepal, is also available. Most Danish supermarket instant
noodles contain MSG as a flavor enhancer.

Germany

Instant soups have a long tradition in Germany, back to the 19th century, with, for example, the
inventions of Justus von Liebig, or Maggi products. Instant noodles as discussed here, however,
were relatively unknown in Germany until the 1990s, but they have since continually gained in
popularity.

There are two types of ramen in Germany: the first, generally called "Instant-Nudeln" (instant
noodles), tend to be a mild, Westernized version and come in flavors such as chicken,
vegetable, beef and button mushroom. The second type is called "Ramen" and is quite similar to
instant noodles as they are known in Asia. German "Ramen" was originally considered an ethnic
food and was only available in specialty stores. Since the mid-1990s, it has become available at
German supermarkets. The most popular brands are Yum Yum, Thai Chef, Nissin Cup Noodles,
and Maggi.

Hong Kong

Cantonese people have a long history of cooking yi mein, a noodle invented in the Qing Dynasty.
Modern instant noodles were publicly introduced as "Doll Noodles" in the late 1960s by Winner
Food Products Ltd, which was bought by Nissin in 1984. That term has since become
a synonym for instant noodles irrespective of brands in Hong Kong and it is usually taken as a
derogatory term for poor, busy and/or unhealthy lifestyles but these noodles have become a part
of daily life in Hong Kong.

Most supermarkets offer a vast choice, including brands from many different countries. Common
brands include Shin Ramyunof South Korea, Nissin and Demae Itcho of Japan, Sau Tao of Hong
Kong, Indomie of Indonesia, Koka of Singapore andMama of Thailand. Besides instant wheat
noodles, supermarkets also sell instant rice noodles and Cantonese egg noodles. Premium instant

26
noodles can also be found. Some of them are priced at more than HK$20 a pack.

Some noodles are also marketed as a snack which need not to be cooked; consumers ingest the
noodles directly out of the packaging similar to crisps. The most common brand for this is Fuku
and Baby Star.

Hungary

Hungary is 43rd in the world in the consumption of instant noodles according to the World
Instant Noodles Association (WINA), having consumed 20 million packages/cups of noodles in
2014.[29]

Thai President Foods, manufacturer of MAMA noodles, opened an instant noodles factory in
Hungary in 2013. The Hungarian factory's two production lines have a capacity of 4.5 million
noodle packs per shift per month. It produces "Thai Chef" and "Asia Gold" brand noodles for the
European market.[30]:33

India

A packet of Maggi instant noodles.

27
A packet of Ching's Secret instant noodles from India.

On June 5, 2015, the Food Safety and Standards Authority of India (FSSAI) banned all nine
approved variants of Maggi instant noodles from India, terming them "unsafe and hazardous" for
human consumption.[24] Although in November 2015, Maggi instant noodles made a return in the
Indian market after the ban was lifted.

Indonesia

A box of Indamines Mie goring

An early instant noodle in Indonesia was "Supreme", introduced in the 1970s by Indofood
Success Murmur, the largest instant noodle producer in the world. It later introduced two
additional brands – "Indamines" and "Sarema".

Currently, Indofood Sukses Makmur has a market share of about 70% of Indonesian instant
noodle production. In 1999, the figure was about 90%; their market share declined following the
introduction of "Mie Sedaap" by Wings Food in 2003.

Indonesians prefer noodles with a strong flavor. Popular flavors of Indonesian instant noodle
include Chicken curry, Onion and Chicken, Bakso (beef meatball), Gourmand Chicken Soto, a
traditional Indonesian chicken soup. In the past, Indamines tried to produce 30 different flavors
to reflect various traditional dishes of Indonesian cuisine, but the product line was discontinued
after disappointing results with only several popular variants remain in production. Strong local
preferences contribute to the low volume of sales of Japanese and other foreign instant noodles

28
in Indonesia; hot and spicy Korean noodles appeal most to these tastes and have the largest
market share among foreign instant noodles.

Most of the market share is owned by the product Indamines Mi goreng, A dry instant noodle
meant to replicate the traditional Indonesian dish Mie goreng, or fried noodles. Other variant of
popular instant noodles in Indonesia includes Mie Gelas, which is sized so it could be served in a
drinking glass, and Pop Mie, which is similar to Cup Noodles.

Although originally targeted for family at home as a simple ready to cook hot meal, today in
Indonesia instant noodles are also sold in warung (simple shop) commonly called warung
indomie, despite the brand served there not always Indomie, and also in convenience stores.
Indonesians tends to add additional ingredients to instant noodles to improve its nutritional value
and taste. Simple boiled Chinese green cabbage, boiled or fried egg, corned beef,
bottled sambal chili sauce, pepper and fried shallots might be added.

Japan

Japan is the country of origin of instant noodles. Instant noodles remain a "national" light food.
The average Japanese person eats 40 packs of instant noodles per year.[8]

After their invention by Momofuku Andō in 1958 ((Soy sauce) flavor), instant noodles became
very common in Japan. In the 1970s, makers expanded their flavors to include such examples
as (salt), miso, or curry. Beginning in the 1980s, makers also added dried toppings such as
shrimp, pork, or eggs. Today, instant noodles are divided into two groups: "traditional" cheap
(¥100 to ¥200) noodles with few toppings and expensive (¥200 to ¥350) noodles with many
toppings, which are often packed into a pouch. Various kinds of instant noodles are produced,
including ramen, udon, soba, yakisoba, andpasta.

Major makers in Japan are:

 Nissin Food Products , whose products include Chicken Ramen and Cup Noodles, has a
40.4% market share As of 2005.

 Tōyō Suisan under the brand name Maruchan, whose products include Akai
Kitsune and Midori no Tanuki, has a 19.2% market share.
29
 Sanyō Foods Sapporo Ichiban, has an 11.5% market share.

 Myōjō Foods Charumer, has a 9.9% market share.

 Acecook Super Cup, has an 8.3% market share.

Korea

(Shin Ramyun) by "Nong Shim" company from South Korea

In South Korea, instant noodles were first produced by Samyang Food in 1963 with technical
assistance from Myojo Foods Co., Japan which provided manufacturing equipment.[32][33][34] Its
quick and easy preparation and cheap price made it quickly popular. In South Korea, instant
noodles are more common than non-instant noodles; the word ramyeon (Korean: generally
means the instant kind. Most South Korean food stalls make instant ramyeon and add toppings
for their customers.

Ramyeon is typically spicy. Shin Ramyun ( literally "spicy") is the best-selling brand in South
Korea.[35] It has also become popular in China and the United States. The leading manufacturer
of ramyeon in South Korea is the Nong Shim ( literally "Farmer Heart") company, which exports
many of its products overseas.

In 2004, over 600,000 boxes of Shin brand Ramyeon were sent to North Korea as part of the aid
relief program when Ryongchŏn train station exploded, injuring many North Korean civilians.
However, insider sources state that most of it was sold in North Korean black markets, making

30
its way to Pyongyang, instead of distributed as aid. North Korean visitors to China also
frequently purchase South Korean ramyeon from Chinese stores, where Shin Ramyeon is known
as "Korean Tangmi Ramyeon".

Indigenous production of Ramyeon in North Korea began in 2000. The first Ramyeon brand was
"kkoburang guksu", which literally means curly noodles in Korean. Later, a joint venture by
North Korean and Hong Kong-based companies began producing "jŭksŏk guksu" (Korean:
which literally means "instant noodles". Ramyŏn are popular among North Korean elites who
live in Pyongyang and Nampo. In contrast to hot and spicy South Korean Ramyeon, North
Korean Ramyŏn has a much milder and brothier flavor.

Malaysia, Singapore and Brunei

Vegetables and eggs with instant noodles

Maggi has practically become synonymous with instant noodles. All instant noodle of the same
type are referred to as 'maggi' regardless of the brand. Popular flavors include curry,
chicken, tom yum, and asam laksa. Both soup-based and dry variants are readily
available. Indomie, Nissin, Cintan and Mamee brands of instant noodles are also well loved by
Malaysians, Singaporeans and Bruneians.

Though instant noodles are usually eaten at home, they are also very popular as restaurant or cafe
meals, especially in Mamak shops similar to Hong Kong's "cha chan teng" cafes. These noodle
are usually stir fried with egg and fish cake, using minimum amount of monosodium glutamate.

31
In recent years, instant noodles manufacturers have tried to introduce low-MSG seasonings, as
well as new processes that do not require frying for the noodles, and have introduced new flavors
such aschilli crab and seafood.

Mauritius

The Apollo (brand name) noodle is very popular in Mauritius. Popular flavors include shrimp,
curry, chicken and vegetable. This Mauritian brand is today also widely available in some
Western markets like France.

Mexico

Instant noodles are very popular in Mexico, where they are often viewed as a snack-grade food.
Flavors such as lime and chiliare popular, often combined with shrimp. It is available in every
grocery store and convenience store through all the country. This kind of soup was introduced in
the 1980s by the Maggi Corporation as "Instant Maggi Ramen", marketed in a small plastic bag
with artificial flavors, but it did not become popular until cup noodles were introduced in 1990
by Maruchan. Due to this popularity, the instant noodles are often referred to simply as
"Maruchan". Today, many local brands such as "La Moderna" and "Herdez" have developed
their own cup noodles, along Nissin, which is also a newcomer. In the early 2000s, Maggi
introduced four instant noodles flavors, like tomato pasta or chicken with green tomatoes, but
they were soon discontinued.

Nepal

Packet of Wai Wai Quick Chicken Pizza of Nepal

32
Instant noodles are famous in Nepal. In the early 1980s, Gandaki Noodles (P.) Ltd.of Pokhara
city, introduced Rara, a white instant noodles named after the largest lake of Nepal. It was a fair
success among urban population. Then in around 1985, Chaudhary Groups(CG) entered the
market with Wai Wai. Wai-Wai noodles, a brown, spicy and precooked noodle, became a big hit
among the people. Over the years, its popularity has grown heavily and consist of a major part of
the dry foods sold in Nepal and are available in any part of the country. The Quality control
office of Nepal withheld Nepal quality marks for wai wai in 2012.

 Wai-Wai noodles, Golmol produced by CG. Wai Wai is popular in India too. CG has
established its factories in India.

 Mayos, Ru-Chee, Hurray produced by Himalayan Snax & Noodles Pvt. Ltd. (HSNPL)

 2pm, Rumpum by Asian Thai Foods Pvt. Ltd. (ATF)

 ABC, Muskan, Hits, Halchal, Baby by Smart Food and Snacks Pvt. Ltd. (SFS)

New Zealand

Various brands of instant noodle from Australia like Maggi, Trident, and Fantastic are sold
through both ethnic outlets and mainstream super-hypermarkets, including Yum
Yum and Indomie Mi Goreng

33
34
 RESEARCH METHODOLOGY

Research Methodology is the way to systematically solve the problems, in it we study the various
steps that are generally adopted in the study along with the logic behind them. It is a conceptual
structure within which study is conducted, it constitutes the blue print for the collection,
measurement and analysis of data. In the context of the study the methodology applied is as
follows:-

In this research I have conducted Descriptive Research to study the “Customer’s preference
towards Sunfeast yippee noodles in Bhilai”. Descriptive Research includes survey and fast
finding analysis of different kinds.

35
 RESEARCH OBJECTIVES

PRIMARY OBJECTIVE-

1. To understand customer’s preference towards Instant noodles.

SECONDARY OBJECTIVE-

2. To know the different brands of Instant noodles available in market.

3. To identify the most significant factors influencing their preferences.
4. To study how a new brand of Instant Noodles can breakthrough a monopoly market of
other brand.

HYPOTHESIS

H0: There is no significance relationship between the gender and preference of Instant noodles.

H1: There is significance relationship between the gender and preference of Instant Noodles.

36
Descriptive research includes surveys, facts, finding, enquiries, frequencies of shopping,
consumer preferences, comparison of variables, finding co relation in variables. It draws based
on survey the general characteristics of the target population.

RESEARCH PLAN

Descriptive
Research Design:

Survey
Research Method Used

Questionnaire
Research Technique Used

From Bhilai
Data Collection

Convenience
Sampling Plan

100
No. of samples collected

Item Number of Respondents

Measure
0-20 42

21-40 37
Age
41-60 20

>=60 1

37
RESEARCH METHOD USED:

Survey is done using structured questionnaires.

SAMPLING PLAN:

In this research study the sampling plan used is convenience sampling. In this type of
sampling the data is collected from the population whom is easily available.

38
 DATA ANALYSIS AND INTERPRITATION

Q.1 Gender ratio of the respondents?

Particular Respondent

MALE 40

FEMALE 60

NO. OF RESPONDET
MALE FEMALE

40%

60%

INTERPRETATION-

The PIE chart of the table shows that out of the 100 Respondents, 40 were male and 60 were
female.

39
Q2. Which of the following brand of instant noodles you prefer to purchase most?

Sunfeast yippee 40
Chings secret 20
Maggie 25
Knor soupy noodles 10
Thers 0

Preference
Sunfeast yippee Chings Secret Maggie Knor soupy noodles Others

0%

11%

42%
26%

21%

INTERPRETATION-

40% OF the customer prefer SUNFEAST YIPPEE and 25% prefer Chins secret 11%
prefer Knor soupy noodles and 26% of the customer prefer NESTLE MAGGI

40
Q3. Rate the brands according to your preference?

SUNFEAST YIPPEE 68

MAGGI 18
KNOR SOUPY 5
NOODLES
CHINGS SCERET 9

OTHERS 0

Preference
Sunfest yippee Maggi Knor soupy noodles Chings Secret Others

0%
5% 9%

18%

68%

INTERPRETATION

68% of people use sunfeast yippee so sunfeast yippee is most preferd brand.

41
Q4. What will you consider when you buy instant noodles?

Price 20
Offers 2
Advertisement 9
Variety 7
Nutrition 45
Packaging 5
Size 4
Availability 8

Reason for purchase

Price Offers Advertisement variety Nutrition packaging
6%

23%
2%
51% 10%

8%

INTERPRETATION –

Nutrition is the main reason for preference of Sunfeast Yippee over other brands as 51 %
of people prefer nutrition out of 100%.

42
Q5. Which is the most preferred segment of Noodles?

Thrillin Curry 4

Cuppamania 5

Vegetable Atta 35

Plain Masala 40

Tomato 16

Different Segments of Yippee

Thrillin curry Cuppamania Vegetable Atta Plain Masala Tomato

4%
5%

16%

35%

40%

Interpretation –

In the most preferred segment of Instant Noodles Thrillin curry prefer 4% Cuppamania
prefer 5% Vegetable Atta prefer 35% Plain Masala prefer 40% Tomato prefer 16% so the
most preferd segment is plain masala.

43
Q6 Do you feel Instant Noodles is a healthy food?

Yes 55

No 45

Is Sunfeast Yippee Healthy food

Yess NO

45%

55%

INTERPRETATION –

55% of the consumers feel , Instant Noodles is a healthy food.

44
Q7 Where do you seek for information of instant noodles?

Sales advertisement from super market 19

TV Advertisement 69

Internet 6

Other 6

Information seeking
Sales advertisement from super market TV Advertisement

22%

78%

Interpretation –

78% of the consumers seek information from TV Advertisement and rest are seeking from
sales advertisement.

45
Q8 Which of the followings can attract you to purchase more instant noodles?

Lower price 71
Favour of spoke person 4
Improvement of nutrient 3
More choice of flavour 20
Other 2

Purchase Noodles
Lower price Favour of spoke person

5%

95%

INTERPRETATION-

95% of the consumer attract at lower price of the brand and 5% are attract due to spoke
person.

46
Q9 How often do you purchase instant noodles?

Less than once a week 73

Once a week 10
Twice a week 7
More than twice a week 10

Purchase
Less than once a week Once a week Twicw a week More than twice a week

1%

8%

11%

80%

INTERPRETATION–

Out of 100 respondents 80% are purchasing less than once a week 11% are purchasing
once a week 8% are purchasing Twice a week and 1% are purchasing more than twice a
week.

47
Q10. What will you consider when you buy instant noodles?

Convinience 5
Taste 60
Nutrient 3
Package 5
Flavour 10
Price 15
Others 2

Consideration of buying instant noodles

Convinience Taste Nutrient Package Flavour Price

5%
16%

10%

5%

3% 61%

INTERPRETATION –

Out of 100 respondent 61% of consumer consider Taste 10% consider convenience 3%
consider nutrient 5% consider package 5 % consider flavour and 16 % consider price.

48
Q11. Will you consider any brand difference when you buy Instant Noodles?

Yes 79

No 21

Chart Title
Yes No

21%

79%

INTERPRETATION-

Out of 100% respondent 79% of the consumer consider brand difference on buying
Instant noodles.

49
 CHI SQUARE ANALYSIS-

To prove the Hypothesis testing has been done in the 1st ques. of the questionare:

Q1. Which of the following brand of Instant Noodles you prefer to purchase most?

Chi square analysis on the relationship between Gender and preference of Instant Noodles.

GENDER SUNFEAST MAGGIE KNOR CHINGS OTHERS TOTAL

SOUPY SECRET
YIPPEE NOODLES

MALE 20 5 10 5 0 40

FEMALE 20 15 15 5 5 60

TOTAL 40 20 25 10 5 100

50
Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe

20 16 4 16 1

20 24 -4 16 0.666

5 8 -3 9 1.125

15 12 3 9 0.75

10 10 0 0 0

15 15 0 0 0

5 4 1 1 0.25

5 6 -1 1 0.166

0 2 -2 4 2

5 3 2 4 1.333

E 7.29

X2= Σ (Fo-Fe)2 / Fe =7.29

Number of degree of freedom

51
d.f.= (Row-1)(Coloum-1)

d.f.= (2-1)(4-1) = 3

Table value of X2 at 5% level of significant = 7.78

Result

Thus calculated X is less than the tabulated X . X calculated =7.29<X square=7.78. So we will accept
null hypothesis that is there is no difference significance relationship between gender and
preference of Instant Noodles.

52
 FINDINGS

In this research study of customer’s preference towards Sunfeast yippee in Bhilai from the data
tabulation I got the following findings:-

1. Sunfeast Yippee is the most preferred brand among consumers due its nutrition factor.
2. The most preferred segment of Instant Noodles is Plain Masala which comprises 40%
consumers & Vegetable Atta comprises of 35% of the consumers.
3. As 55% of consumers feels Instant Noodles as a healthy food and 76% of them want
more product ranges should be launched by Noodles.
4. 75% of the consumer seek information from TV advertisement.
5. 95% of the consumer attract at lower price of the brand and 5% are attract due to spoke
person.
6. 79% of the consumer consider brand difference on buying Instant noodles.

53
 RECOMMENDATIONS

1. Instant Noodles should concentrate on the promotional activities of its other segments
instead of Plain Masala and Vegetable Atta noodles.

2. Some more nutritional values should be added to Instant Noodles.

3. Instant Noodles should also concentrate on the purchasing of various brands of noodles in
more numbers of people for the age of above 35 as only children and youngster prefer it most.

54
 LIMITATIONS

1. Due to lack of time and unavailability of respondents sample of only 100 has been taken.
2. The sample taken of 100 respondents cannot be applied to the total universe.
3. Result is dependent on the accuracy of the data.
4. Some of the respondents did not turned out well while responding.

5.Generally respondents are biased to the questions raised, thus the result of the research will
have error and the very purpose of marketing research is lost. Therefore, took utmost care while
dealing with respondents

55
 CONCLUSION

With consumers today exposed to choices in terms of new categories, new

brands and new shopping options enabling them to seek more information in the crowded retail
environment; it is a major challenge for noodles manufacturing companies. Also the price
sensitivity is waxing and brand loyalty is waning. And the consumers, who once stuck to favorite
local noodles brands, are now, willing to try novice quality & branded products at an affordable
price. This requires use of promotional schemes which are the most essential in today’s market.
Though this could not guarantee brand loyalty by the customers but at-least the customers will
try the products and generate sales for the companies. Market usage of Knor soupy is
comparatively low with Maggi. So these brands need to promote their brands more and should
increase the usage of their brands by generating awareness campaign through various
promotional schemes. The effective advertising will be helpful to strongly position the brand and
increase the awareness. Marketers should focus more on quality and intensive distribution of
their branded noodles. They should also focus on taste of ingredients, promotional offers,
package and long length of noodles being important factors for preferring the noodles by
consumer.

56