A Descriptive Study and Analysis of Consumer Behaviour

A descriptive study and analysis of Consumer behaviour and market potential of Ready-to-cook foods in Mumbai with special reference to ‘Soya Noodles’.

Done By: Mansi JesraniRoll No.:29PGDM

Objectives• To understand the consumer buying behaviour

towards Ready to cook food.• To understand the factors responsible for

buying behavior of consumers towards ready to cook food.

• To analyze different competitors in the market and their market share.

• To study the market potential of Soya noodles ready to cook in the healthy segment.

Noodles market in India• Current instant noodles market is approx Rs.1400crore• Leader is Maggie with 90%+ market share .• Market growing 20-25% since last 3 years.• Other players:• GlaxoSmithKline Consumer Healthcare India (GSKCH) Ltd.

launching Horlicks Foodles, • ITC -Sunfeast Yippee• Capital Foods -Ching’s Hakka and Instant Noodles and Smith &

Jones• HUL’s - Knorr Soupy Noodles• Indo Nissin’s - Top Ramen • Chaudhary Groups - Wai Wai

TO UNDERSTAND THE CONSUMER BUYING BEHAVIOUR TOWARDS READY TO COOK FOOD.

Which noodles is prefferd most

Which packet size is preffered

How often noodles are boughtOften buy

Frequency Percent Valid Percent Cumulative Percent

Valid

Twice a week 17 18.1 18.1 18.1

once in a week 20 21.3 21.3 39.4

once in 2 weeks 25 26.6 26.6 66.0

once in month 32 34.0 34.0 100.0

Total 94 100.0 100.0

Source of information

Testing of hypothesis

TO UNDERSTAND THE FACTORS RESPONSIBLE

FOR BUYING BEHAVIOR OF CONSUMERS TOWARDS READY TO COOK FOOD.

TO ANALYZE DIFFERENT COMPETITORS IN THE MARKET AND THEIR MARKET SHARE.

TO STUDY THE MARKET POTENTIAL OF READY TO COOK SOYA NOODLES INTHE HEALTHY SEGMENT

If people are health conscious

If would buy healthier noodles?

Soya products

If no, What is the reasonIs soya products purchased?

If given option between maida and soya noodles

Preffered flavours

Need for purchase of noodles

Size of packet

Findings

• Most of the shopping is done by women• Maida noodles is liked but consumers are

accepting healthier noodles• Ready to cook noodles are eaten for snacking

purpose mostly.• TV and radio are the most preffered effective

source of information.

Suggestions

• Can be launched for the age group of 25-45 years.

• Healthy segment- targeting the health conscious initially.

• Initially launch small packets for better understanding.

• Consumers like curry flavour but are ready to try out new flavours.

THANK YOU