a descriptive study and analysis of consumer behaviour
TRANSCRIPT
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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
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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.
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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
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TO UNDERSTAND THE CONSUMER BUYING BEHAVIOUR TOWARDS READY TO COOK FOOD.
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Which noodles is prefferd most
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Which packet size is preffered
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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
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Source of information
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Testing of hypothesis
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TO UNDERSTAND THE FACTORS RESPONSIBLE
FOR BUYING BEHAVIOR OF CONSUMERS TOWARDS READY TO COOK FOOD.
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TO ANALYZE DIFFERENT COMPETITORS IN THE MARKET AND THEIR MARKET SHARE.
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TO STUDY THE MARKET POTENTIAL OF READY TO COOK SOYA NOODLES INTHE HEALTHY SEGMENT
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If people are health conscious
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If would buy healthier noodles?
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Soya products
If no, What is the reasonIs soya products purchased?
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If given option between maida and soya noodles
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Preffered flavours
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Need for purchase of noodles
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Size of packet
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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.
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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.
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THANK YOU