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MBA-310 Assignment 1 Consumer Preference for Pran

Instant Noodles against Foreign Noodles in Bangladesh
Business Communication (University of Liberal Arts Bangladesh)

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Course Title: Communication Workshop

Course Code: MBA 310

Assignment 01
Topic: Consumer Preference for Pran Instant Noodles against
Foreign Noodles in Bangladesh

Submitted To:
Nafees Imtiazuddin
School of Business
University of Liberal Arts Bangladesh

Submitted By:
Name ID No.
Hira Mohammad Abdullah 172051017
Peerzada Ahmed Saqeb An Noor 172051069
Farin Asraf Sharna 172051031
Maisha Monira Zannat 172051088
Saima Shaika Alam 172051028
MBA 310 – Section 01
Fall 2017

University of Liberal Arts Bangladesh

Submission Date: 29-12-2017

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Table of Contents

Contents Page No.

Introduction 1

Scope 1

Objective of the Study 1

Research Methodology 1

Data Analysis 2-12

Findings 13

Recommendation 14

Conclusion 14

Annexure 15

ii

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Introduction:
Instant noodles are a favorite snack for the children and also the adults of Bangladesh. This
hassle free meal is loved by all for its great taste, its cheap price and the fact that it takes very
little time to cook. Because of its popularity Bangladesh is an attractive instant noodles market
with high growth potential.
The instant noodle market is intensified with players and dominated by Nestle Maggi and FU-
Wang Noodles. Pran Instant Noodles was also performing well until recently and this research is
undertaken to understand the market better and analyze factors that influence consumer
preference.

Scope:
The drive of the report is to bargain out the latent evidence for studying and portrayingcurrent
market scenario instant noodle and who are leading the instant noodles companies ofDhaka
Market. This report further emphasis on instant noodles shoppers’ expectations of various
offerings from noodles companies.

Objective of the Study:

1. To analyze and understand the market and the competition better.
2. To make the product more competitive by identifying factors that influence
customers’ choice.
3. To improve the product to better fulfil customer needs.

Research Methodology:
❖ Sample Size and its Selection:
50 respondents are selected by convenience sampling.
❖ Data Collection:
To collect Primary Data, following methods are used:
➢ Face to face survey questionnaire is designed to collect the data.

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Data Analysis:
I. Demographic Analysis:
A. Age of Respondents-

Age Percentage
Under 18 23%
18-25 27%
25-40 26%
Above 40 24%

Age of Respondents

Under 18
24% 23%
18-25
25-40
26% 27%
Above 40

B. Gender of Respondents-

Gender Percentage
Male 64%
Female 36%

Gender of Respondents

100%

Gender of Respondents
50% 67%
33%
0%
Male Female

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II. Customer preference for Pran Instant Noodles:

1. In your household, who do you thinks enjoys instant noodles?

Age Group Percentage

Children 57%
Young Adults 8%
Everyone 35%

Age Group

35%
Children
Young Adults
57% Everyone

8%

From the above chart we can see that, 57% percent of children in a family love to eat instant
noodles where young adults are only 8%. But 35% of respondents think that everyone loves to
eat Instant noodles.
This shows us that children are still the primary consumers of instant noodles in households.
Therefore, Pran must make the product more attractive to children. 35% responded “Everyone”,
it shows that some adults also like to have instant noodles. This is also useful as we can target
adults with small campaigns and see their response.

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2. How often do you have Instant Noodles in a week?

Time Percentage
2 times or less 69%
3-4 times 22%
5 times or more 9%

Time
80%
70%
60%

50%
40%
69% Time
30%

20%
10% 22%
9%
0%
3times or less 3-4 times 5 times or more

The chart shows that the 69% people eat instant noodles 3 times a week or less, which
shows that people love to eat instant noodles because noodles have features like low price
and easy to cook but they don’t like to eat it every day. Perhaps, this is because it becomes
monotonous if they eat more than 3 times a week.
This tells us that we should offer smaller combo packs with different flavors to keep people
interested and not bored.
22% responded that they eat 3-4 times a week and 9% said 5 times a week or more. This
means that our larger combo packs must still be kept available at stores for these groups.

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3. What brand of instant noodles do you prefer?

Brand Percentage
Pran Mr. Noodles 36%
Nestle Maggi 34%
FU-Wang Noodles 30%

Brand

30%
36%
Pran Mr.Noodles
Nestle Maggi
FU-Wang Noodles

34%

This chart shows that the favorite brand of respondents is Pran Mr. Noodles with 36 % and then
Nestle Maggi with 34% and followed by Fu-Wand Noodles with 30%.
This shows how close the competition is and even though Pran Mr. Noodles came out on
top, it was only by 2% and also this is more likely an optimistic view of things due to the
size of the sample.
So what we must take from this is that there is intense competition in the market and that
there is no one dominant brand.

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4. Which of the influences your decision most when buying instant

noodles?

Influence to Purchase Percentage

Price 14%
Nutrient Content 57%
Brand 29%

Influence to Purchase

Brand 29%

Nutrient Content 57%

Series 1

Price 14%

0% 10% 20% 30% 40% 50% 60%

It shows nutritive value of the noodles is the most important factor for the customers with 57%,
second most important factor is Brand with 29%, and third is Price with 14%. It shows that the
customers are very much concerned about their health, that’s why they are conscious about
nutrition.
Clearly people are more worried about what they eat today and they carefully check ingredients
for potentially undesirable ingredient. We can use this to our advantage and make more
informative packing and advertisements to reach these health conscious consumers.

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5. Which of these features do you like the most about Instant

Noodles?

Features Percentage
Flavour/Packets 3%
Taste 37%
Easy to Cook 60%

Features

3%

Flavour/Packets
37%
Taste
60% Easy to cook

From the above chart it shows that 60% of the respondents think that people love to have Instant
noodles, because it is very easy to cook. Though people take it as snacks they don’t want to give
much time for it, and since it takes only 2-3 minutes to cook, it is very convenient. But 35%
respondents think they love instant noodles because of its taste. Only 3% responded that they
chose the noodles according to flavor.
This means that introducing new flavors are not as attractive as we thought and that the product
itself must be improved in order to attract consumers.

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6. How often do you have Pran Mr. Noodles?

Time Percentage
Never 4%
Few times a Month 54%
Few Times a Weak 42%

Time
60%

50%

40%

30%
54% Time
20% 42%

10%

0% 4%
Never Few times a month Few times a weak

We can see here that Pran Instant Noodles is quite popular with 42% of respondents consuming
it a few times a week and 54% have it a few times a month, and only 4% said they never have it.
This tells us that Pran needs to retain its current customers who are having Pran noodles a few
times a week, but what is more important is to focus on the huge group that eats Pran Instant
Noodles only a few times a month and find a way to make them eat more frequently.

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7. Which of these new flavours would interest you the most if

introduced?

Flavours Percentage
Beef 42%
Shrimp 51%
Korean Kimchi 7%

Flavours

7%

42% Beef
Shrimp
Korean Kimchi
51%

Although previously we have seen that the flavour of the instant noodles is least important to the
respondents, it could still be beneficial to introduce a new flavour.
According to the data, beef flavour is most popular with 51% votes and Shrimp flavour is the
second favourite with 42% vote. Thus, releasing a new flavour could get new people who have
not tried before excited.

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8. Which of these promotional offers is the most attractive to you?

Offers Percentage
Increased Quantity 39%
Gifts 24%
Price Cut 37%

Offers

Price Cut 37%

Gifts 24%
Offers

Increased Quantity 39%

0% 10% 20% 30% 40% 50%

Both “increased quantity” and “price cut” were almost equally famous with 39% and 37%
respectively. 24% of the respondents said they prefer gifts as a promotional offer.
This is interesting because it shows that each promotional offer is more attract to a different
group of consumers. And even though “gifts” were the least popular, it still received a substantial
24% votes.
This shows us that all three of these offers must be kept in mind and pursued.

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9. Where do you see Pran Mr. Noodle’s promotions?

Promotional media Percentage

TV 30%
TV & Newspaper 8%
TV, Newspaper & Store 62%

Promotional Media
70%

60%

50%

40%

30% 62% Promotional Media

20%
30%
10%
8%
0%
TV TV & Newspaper TV, Newspaper &
Store

People responded that they see Pran Mr. Noodle’s promotions most on TV, Newspaper and store
with 62% and followed by TV with a 30% and TV and Newspaper with an 8%.
This tells us that people saw Pran Mr. Noodle’s promotions mostly on the TV and in stores. This
means that people did not see the promotions on the newspaper and thus they are ineffective.

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10. Where do you see Pran Mr. Noodles is available for purchase?

Availability Percentage
Local Stores 12%
One-Stop Stores 6%
Both 82%

Availability
90%
80%
70%
60%
50%
40% 82% Availability
30%
20%
10%
12%
0% 6%
Local Stores One-Stop Stores Both

82% responded that they found Pran Mr. Noodles available in both local stores and one-stop
stores. 12% said they found it only in local stores and 6% responded that they only found it in
one-stop stores.
This is a very positive finding as it means that people are noticing Pran Mr. Noodles in both their
local stores and the bigger one-stop stores. This means if new products or promotions are
released then people will come across them.

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FINDINGS
1. Children are still the primary consumers of instant noodles in households. Therefore,
Pran must make the product more attractive to children. But Pran should also target
adults with small campaigns and see their response.
2. People love to eat instant noodles because noodles have features like low price and
easy to cook but they don’t like to eat it everyday.
3. There is intense competition in the market and that there is no one dominant brand.
4. People are more worried about what they eat today and they carefully check ingredients
for potentially undesirable ingredient.
5. Introducing new flavors are not as attractive as thought before and that the product itself
must be improved in order to attract consumers.
6. Focus on the huge group that eats Pran Instant Noodles only a few times a month and
find a way to make them eat more frequently.
7. Although previously seen that the flavour of the instant noodles is least important to the
respondents, it could still be beneficial to introduce a new beef or shrimp flavour.
8. Promotional offers are generally liked with price cuts being most popular.
9. People saw Pran Mr. Noodle’s promotions mostly on the TV and in stores.
10. People are noticing Pran Mr. Noodles in both their local stores and the bigger one-stop
stores.

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Recommendation:
After the conducted study following recommendations could be sited for Pran Mr. Noodles
Brand.
1. Although children are the main target market, Pran should still target adults with small
campaigns and see their response.
2. Price cuts and increased quantity are the favorite offers and should be offered from time to
time.
3. Introduce a Beef flavor for a limited time to see customers’ response.
4. Advertise products by depicting attributes related to health like Nutrition values, % of
Vitamins, Proteins etc.
5. Make different size combo packs available to suit different customers.
6. Advertise more on TV and use attractive store displays.

Conclusion
The assurance and protection of food quality has always been important to consumers.
Governments over many centuries have endeavored to provide for the safety and wholesomeness
of food by legal provisions. Though commercial brands of noodles samples were varied in their
quality characteristics but all noodles samples fulfilled the requirement of Bangladesh Standards
and Testing Institution (BSTI) standards. However, this study was useful in differentiating the
quality characteristics among the Commercial brands noodles. So public perceptions to judge the
quality and safety of commercial brands of noodles is erroneous might be due to lack of
familiarity to evaluate quality.

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Annexure:

QUESTIONNAIRE ON CUSTOMER PREFERENCE FOR PRAN MR. NOODLES

Name: Age:

Gender: Phone No.

1. In your household, who do you thinks enjoys instant noodles?

(a) Children (b) Children & young adults (c) Everyone

2. How often do you have Instant Noodles in a week?

(a) 2 times or less (b) 3-4 times (c) 5 times or more

3. What brand of instant noodles do you prefer?

(a) Pran Mr. Noodles (b) Nestle Maggi (c) Fu-Wang Noodles

4. Which of the influences your decision most when buying instant noodles?

(a) Price (b) Nutrient content (c) Brand

5. Which of these features do you like the most about Instant Noodles?

(a) Flavour packets (b) Taste (c) Easy to cook

6. How often do you have Pran Mr. Noodles?

(a) Never (b) Few times a month (c) Few times a week

7. Which of these new flavours would interest you the most if introduced?

(a) Beef (b) Shrimp (c) Korean kimchi

8. Which of these promotional offers is the most attractive to you?

(a) Increased quantity (b) Gifts (c) Price cut

9. Where do you see Pran Mr. Noodles promotions?

(a) TV (b) TV & newspaper (c) TV, newspaper & stores

10. Where do you see Pran Mr. Noodles is available for purchase?

(a) Local stores (b) One-stop stores (c) Both

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