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BRAND PREFERENCES AND LEVEL OF SATISFACTION IN CONSUMING

NOODLES AMONG WORKING WOMEN IN TIRUCHIRAPPALLI DISTRICT

Article in INTERNATIONAL JOURNAL OF MANAGEMENT · November 2020

DOI: 10.34218/IJM.11.11.2020.274

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International Journal of Management (IJM)
Volume 11, Issue 11, November 2020, pp.2909-2917, Article ID: IJM_11_11_274
Available online at https://iaeme.com/Home/issue/IJM?Volume=11&Issue=11
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: https://doi.org/10.34218/IJM.11.11.2020.274

© IAEME Publication Scopus Indexed

BRAND PREFERENCES AND LEVEL OF

SATISFACTION IN CONSUMING NOODLES
AMONG WORKING WOMEN IN
TIRUCHIRAPPALLI DISTRICT
Dr. T. Unnamalai
Head & Assistant Professor, PG & Research Department of Commerce, Government Arts &
Science College, Srirangam, Tiruchirappalli, Tamil Nadu, India

Dr. R. Gopinath
D.Litt. (Business Administration)-Researcher, Madurai Kamaraj University,
Madurai, Tamil Nadu, India

ABSTRACT
The changing life style and the economic conditions of the Indian population are the
driven force to the marketers to introduce more kinds of convenient foods in the market.
Different kinds of convenient foods are available in the market like Noodles, Pasdhasa,
Readymade Chapattis, and Paratos etc. In India working population of women has been
increased. In order to improve the work life balance, to reduce the stress level, spent
quality time with their family and professional achievement are some of the factors to
go for convenient foods like noodles and other ready to eat products. Now a day, there
has been an increase in Indian consumers' awareness and their health issues they are
interested to eat home made products. This is also another factor to choose convenient
products like ready to cook and eat. All aspects of convenience-driven benefits should
be at the forefront of marketing communication from the Ready to eat and ready to cook
manufacturers. Among all the noodles plays a vital role in the convenient food among
the youngsters’. Childers’ are more interested to eat noodles. With this background both
primary and secondary data have been collected for the study. Chi square test and
percentage analysis are used for this study. The study concludes that the usage of
noodles has been increased recent past and they planned to purchase noodles along
with their provision.
Key words: Women Employees, Consumer Perception, Customer Satisfaction, Women
Empowerment
Cite this Article: T. Unnamalai and R. Gopinath, Brand Preferences and Level of
Satisfaction in Consuming Noodles among Working Women in Tiruchirappalli District,
International Journal of Management (IJM), 11(11), 2020, pp. 2909-2917.
https://iaeme.com/Home/issue/IJM?Volume=11&Issue=11

https://iaeme.com/Home/journal/IJM 2909 editor@iaeme.com

 Brand Preferences and Level of Satisfaction in Consuming Noodles among Working Women in
Tiruchirappalli District

1. INTRODUCTION
Many fast food items are available in the market but noodles are the one of the most preferred
food in our country. Noodles have become very popular because of price, taste and easy to
cook. Noodle is a kind of food item that is prepare from some kind of upraised dough and which
is rolled flat and many varieties and taste of noodles are cut into waves, tubes, strings, and
shells, folded over, or cut into other shapes. Usually noodles are cooked with the masala already
available in the packet itself along with some preferred vegetables. The varieties of noodles
have a big market in India (Gopinath & Kalpana, 2019). Similarly, Gopinath (2016) Confirmed
that satisfaction Employees would make a positive contribution. The main reason for the market
share is that it takes very less time to cook and no need to prepare any masala for its preparation.
When the noodles were launched in the Indian market since 1982 at that time it was not so
popular due to the lack of awareness of the product (Gopinath, 2019 b). But in recent time it is
so popular among the youngsters just because there are many medium to increase the product
awareness and now day’s company can easily reach out to the people through the media and
social networks(Gopinath, 2019 d).According to the World Instant Noodles Association, India
is the fourth-largest instant noodles market, globally, and accounted for 5.4 Bn servings in 2017.
Consistent growth and an ever-growing consumer acceptance have made this market a lucrative
option for various players (Gopinath & Irismargaret, 2019). The instant noodles market in India
was valued at INR 93.66 Bn in 2017, and is expected to expand at a compound annual growth
rate (CAGR) of ~5.6% during 2018-2023. Among the various companies operating in the
market, Nestle enjoys the highest market share (~60%), followed by ITC (Gopinath, 2019a).
Owing to its high rate of market penetration, Nestle could retain its popularity even after the
ban on the marketing and sales of Maggi, because of the presence of excessive levels of lead,
by the Indian government, in 2015. Following this, most companies focused on launching
healthier versions of noodles using vegetables, atta, and oats. The market is infested with
several players, including Nestle India Ltd. (Maggi), ITC Ltd. (Sunfeast Yippee Noodles),
Hindustan Unilever Ltd. (Knorr Soupy Noodles), GSK Consumer Healthcare Ltd. India
(Foodles), Indo Nissin Ltd. (Top Ramen), and CG Foods India Pvt. Ltd. (WaiWai), among
others. (sources: https://www.marketresearch.com/Netscribes-India-Pvt-Ltd-v3676/Instant-
Noodles-India-12269917/). With this background both primary and secondary data have been
collected for the study.

1.1. Importance of the Study

In the competitive world company should know the satisfaction level of the consumers. This
helps them to improve their quality according to the taste and preferences of the consumers.
Consumers are highly complex because their expectations are differ person to person depends
upon their demographical and sociological profile (Gopinath, 2019 c) Needs and priorities are
differing from person to person. So that the company should know the various factors influences
their level of satisfaction. In order to improve the market share the companies should focus on
the satisfaction of the consumers. Now a day study reveals that the consumption noodles have
been increased. So, the study is considered as an important one in this current context.

1.2. Review of Literature

• Ganesan et al. (2012), have explained consumer behavior and brand preferences of
noodles. In this study the brand preferences of Nestle Maggi noodles by the consumers
and it also evaluates the quality of nestle maggi noodles availed by consumers, the
media influences in consumption, the effect of the pricing policy in customer
satisfaction. This study tries to find out measure customer satisfaction as well as

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 T. Unnamalai and R. Gopinath

contributing to the commercial efficiency. It will help the company run their business
in a successful way in a long term.
• Bhanupriya Khatri (2015) in her study on Consumer Attitude & Behavior Towards
Instant Noodles Especially Maggi in India has explained that Due to fast moving
cooking process instant noodles today have occupied an important position in
almost every Indian kitchen. The basis reason for the successful of the industry is
its reasonable price, ease, new flavor &variants. The study concludes that the
products are consumed by every category, gender &age.
• Kailash Patendra Amatya, (2019) has elucidated the Consumer Preference on Instant
Noodles in Kathmandu City. This study attempts to measure customer preference on
instant noodles in Kathmandu City. The study is Descriptive and causal research in
nature. 100 samples were taken through on convenient sampling technique. This study
reveals that the brand, price, quality, taste, easy and fast and availability are the major
factors to purchase noodles.
• Shubhendu Shekher Shukla and SandhyaSinha (2020) in their paper on Consumer’s
Awareness towards Instant Noodle Brands: On the basis of taste and preferences
explained that, Over the few years, the noodles have been a fasten food in many parts
of the world. Now a day the change of consumer preference, taste and eating habit also
is being changed due to the modernization. As per my analysis Consumer buying
behaviour mainly depend on the knowledge about the product and consumer is one of
the important factor for every organization to increase the market share, If consumer
wouldn’t aware about the product then it is hardly possible to increase the sales. The
study finds out Television advertisement make the customers to availability of the
products. The study concludes that company can use for the poster and handbill for these
area instead of high budget TV advertisements. As per the study rural people brand
loyalty and brand recognition is so high which help to the company to increase the
market share and market growth.
• Usharani and Gopinath (2020 b) inferred that Customer Perception on Organized Retail
Stores and Gopinath (2011) concluded that demographic factors and purchase pattern
factors do not have significant influence on the buyer’s choice of retail outlet. In ranking
by customers, the quality factor occupies the first position: Colour and design, Comfort
and style are securing successive ranks respectively. Kavitha and Gopinath (2020)
Confirmed that study brought within its ambit the perceptions of only retail banking
customers, and the perceptions of wholesale banking customers.

1.3. Research Gap

In this study data have been collected from the working women and find out their level of
satisfaction.

1.4. Objectives of the Study

• To know the demographical profile of the consumers
• To know the brand preferences of noodles in Tiruchirappalli district
• To know the factors influencing them to select noodles.
• To know the sources of information to buy the noodles.
• To offer some recommendations to improve the quality.

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 Brand Preferences and Level of Satisfaction in Consuming Noodles among Working Women in
Tiruchirappalli District

1.5. Hypotheses of the Study

• There is no significant relationship between the income and purchasing decision.
• There is no significant relationship between the age and purchasing decision
• There is no significant relationship between the education and purchasing decision
• There is no significant relationship between factors of influence and purchasing
decision.

1.6. Methodology of the Study

The study is based on both primary data and secondary data. The data were collected through
interview method by using a structured questionnaire for a period of one month during August-
2020. The data have been collected from urban consumers only. Primary data have been
collected from 100 samples on convenient random sampling techniques. Chi-square test,
percentage analysis and mean have been applied.

1.7. Limitations of the Study

• The data have been collected only urban part of Tiruchirappalli district
• The convenient random sampling technique has been used
• The data have been collected for one month period only.

Figure 1

2. FINDINGS OF THE STUDY FROM PRIMARY DATA

Table 1 Demographic details of the Respondents
No of % of the
S.no Particulars
respondents respondents
1 Age Below 30 years 19 19
30 years to 40 years 37 37
40 years to 50 years 21 21
Above 50 years 23 23
Total 100 100
2 Education Qualification UG 18 18

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 T. Unnamalai and R. Gopinath

PG 56 56
Doctorate 26 26
Total 100 100
3 Marital Status Married 72 72
Unmarried 28 28
Total 100 100
4 Place of work Government Sector 26 26
Private sector 32 32
Self employees 46 46
Total 100 100
5 Nature of the Family Joint Family 43 43
Nuclear Family 57 57
Total 100 100
6 Annual Income 50000 to 100000 07 07
100001 to 150000 20 20
150001 to 200000 32 32
Above 200000 41 41
Total 100 100
7 Members in Family 2 Members 15 25
3 Members 21 23
4 members 42 31
Above 4 Members 22 21
Total 100 100
Source: Primary Data

The results of table-1 describe about the personal details of 100 respondents who are
working in Higher Educational Institutions.
1. Majority (37%) of the respondents belongs to the age group of 30 to 40 years.
2. Majority (56%) of the respondents are completed their post-graduation
3. Almost 72% of the respondents are married.
4. Majority (46%) of the respondents are respondents are working in private institutions.
5. Majority (57%) of the family are nuclear in nature.
6. 41% of the respondents’ Annual income are above Rs.2, 00,000/-
7. Majority of 42% of the respondents had 4members in their family.

2.1. Frequency of Purchase

Majority (31%) of the respondents are buying Noodles on monthly basis. It is because their
choice of making for morning breakfast or night supper has been changed in the recent years.
This study can relate to explain the attributes for buying instant noodles like immediate
preparation, unlike to spending much time on cooking, Family choice, Children’s influence etc.

2.2. Nature of Purchase Decision

59% of the respondents are buying them in well-planned manner along with their provisions.

2.3. Place of Purchase

The place of purchase of Instant Noodles will differ from each and every individual.
41% of the respondents are buying Instant Noodles in super market as they are buying their
groceries for every month.

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 Brand Preferences and Level of Satisfaction in Consuming Noodles among Working Women in
Tiruchirappalli District

2.4. Influence of Purchase Decision

The study reveals that 34% of the respondents are purchased due to their children’s wish
Childers have become the major influence in buying instant noodles and 26% of them are the
influences of their friends and relatives. Same was the case of Usharani & Gopinath (2020 a).

2.5. Source of information

68 per cent of them are selecting their brands due to advertisements and out of which Television
advertisements are more attractive in nature. 43% of the respondents have come to know about
the Instant Noodles through Television advertising.

2.6. Preference on different Brand Varieties of Instant Noodles

In this study the researcher has selected 10 brands of noodles out of which Maggie and Yeppie
are on one’s feet to the top two brands in the market. The other brands are also available in the
markets, eventually the brands could have been known by the respondents and they have tried
such products in alternative ways when they wanted to get to know about more flavours and
tastes. There are people who are like to purchase Non-Branded Noodles which are available in
wide range. This kind of non-braded noodle is initially comes from the Cottage industries,
NGO’s etc., and the manufacturer constructing the product healthier by blending and binding
traditional millets, grains into the form of noodles. The majority 33% of the respondents are
buying Maggie. 24% of the respondents are buying Yippie. 21% of the respondents are buying
non-branded noodles (Gopinath& Meenakshi,2019).
Table 2 Brand Preferences towards Instant Food Products
S.No Particulars HA A N DA HDA Total Mean Rank
1 Price 31 42 14 15 09 404 4.04 1
2 Quality 48 21 13 18 00 399 3.99 2
3 Convenience 37 24 19 22 08 390 3.9 3
4 Brand Image 41 21 19 14 10 384 3.84 4
5 Quick consumption 26 38 20 10 6 368 3.68 5
6 Preservative, colour & flavour 25 22 27 17 09 337 3.37 7
7 No adulteration 28 21 15 19 17 324 3.24 8
Source: Primary Data
From the table-2, the rank has given to brand preference of consumers towards instant food
products. It can be said that consumers are expecting to select a brand before they would like
to consider a few attributes which may get them into some ideas to choose a particular brand or
few towards instant food products. Based on the aspect of selected respondents the rank has
been given to the above-stated attributes. 1st rank given to “Price” with the mean score of 4.04,
2nd rank given to “Quality” with the mean score of 3.99, “Convenience” is ranked in 3rd with
the mean score of 3.9 and finally “Brand Image” ranked in 4th with the mean score of 3.84.
Table 3 Level of Satisfaction towards Instant Food Products
S. No Statement HA A N DA HAD Total Mean Rank
1 Easy Cooking 36 22 24 10 08 368 3.68 1
Availability
2 35 21 18 16 10 355 3.55 2
(Place, Time etc.)
3 Colour and flavours 27 32 17 14 10 352 3.52 3
Occupies less space in kitchen
4 25 31 18 19 07 348 3.48 4
shelf
5 No harmful effect after eating 21 32 28 08 11 344 3.44 5
6 Have additional nutrition 23 28 08 21 20 313 3.13 6
Source: Primary Data

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 T. Unnamalai and R. Gopinath

The table-3 describes about the level of satisfaction of 100 respondents whom the
researchers have taken for the study. The level of satisfaction can be predictable under the given
statement. Also the rank has been given as the attested by the number of respondents. 1st rank
is given to “Easy Cooking” with the mean score of 3.68, 2nd rank is given to “Availability” with
the mean score of 3.55, 3rd rank is given to “Colour and flavour” with the mean score of 3.52.
And 4th rank is given to “Occupies less space in kitchen shelf” with the mean score of 3.48.
Table 4
Table Calculated
Factors Formula Result
value value
Income of the Purchasing
36.5 Rejected
family decision
Age of the Purchasing
33.2 Rejected
respondent decision
Education χ2 = ∑(Oi – Ei)2/Ei, 31.41
Purchasing
level of 38.7 Rejected
decision
respondent
Influencing
Purchasing
Factor To 42.3 Accepted
decision
purchase

Result of Hypotheses
• There is no significant relationship between the income and purchasing decision.
• There is no significant relationship between the age and purchasing decision
• There is no significant relationship between the education and purchasing decision
• There is no significant relationship between factors of influence and purchasing
decision.
The calculated value is higher than the table value. So, the hypotheses are rejected. There
are relationship between the age, income, the education level and influencing factors. The study
reveals that their children’s influences they purchased the noodles as their regular purchases
along with their provision and it is in planned manner.

3. DISCUSSION OF THE STUDY

Children play a vital role in the decision making process of the family with regard to the
purchase of noodles. Some studies revels that the fast foods are injuries to the health. The
masala contains some preservatives. The companies should take the health of the future
generation; they can try to reduce the preservatives and other chemicals. If it is made up of
wheat and organics. It will help the children grow healthier.

4. CONCLUSION
In the dynamic and competitive environment, consumer taste and preferences are changing day-
by-day. The success of companies mainly depends upon the satisfaction of the consumers or
consumer delight. The companies should focus on retains their customers and creating new
customers. This policy only helps the companies to increase their market share. Hence the
companies should identify the target group of customers (in these study children) and provide
products to satisfy in the health aspects of consumers.
Competitors have high grounds to capture the market differentiating them from their
competitors. If the mandhra is being organic, it will automatically attracted and help increase

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 Brand Preferences and Level of Satisfaction in Consuming Noodles among Working Women in
Tiruchirappalli District

their sales. Organic products are regaining worldwide there is no doubt the noodles are one the
food item of consumers daily routine.

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