A Study On Consumer Satisfaction Towards The Knorr Soupy Noodles and Soups

St.
Joseph’s Institute of Management (JIM)

A Jesuit Business School
St. Joseph’s College (Autonomous), Tiruchirappalli 620 002
JAICHANDRAN R
A Study on Consumer Satisfaction Towards the

Knorr Soupy Noodles and Soups
Master’s Thesis
November 1, 2018
Supervisor: Prof.Sahaya Restina James

CERTIFICATE
This is to certify that the project entitled “A Study on Consumer Satisfaction Towards the
Knorr Soupy Noodles and Soups” is a record of research work done by Mr.
R.JAICHANDRAN(17PBA245) during 2017-2019 at St. Joseph’s Institute of Management, St.
Joseph’s College (Autonomous), Tiruchirappalli, Tamil Nadu, India, and that this project has not
been previously formed the basis for the award of any degree, diploma, associate ship, fellowship
or any other similar title to anyone and that the project represent entirely an independent work on
the part of the candidate.
Prof. Sahaya Restina James Dr. A. John Peter Rev. Dr. C. Joe Arun, SJ
Project Guide Dean, Academics Director
Place: Tiruchirappalli
Date:
VIVA VOCE Examination has been conducted on:
Internal Examiner External Examiner
I
ACKNOWLEDGEMENT
First and foremost, I wish to express my deep sense of gratitude to the GOD ALMIGHTY, I
could never have done this internship without His grace, mercy and blessings in abundances.
With immense pleasure, I extend my sincere and whole hearted gratitude to Rev Dr. C Joe Arun
S.J, Director, St. Joseph’s Institute of Management for his support and Prof. Suresh, Chair of
Placement, St. Joseph’s Institute of Management for his complete guidance and support to make
my project successful. I would also extend my warm gratitude to my mentor Dr. Albin Lawrence,
I also thank my project guide Prof. Sahaya Restina James for her guidance and valuable support
which helped me to do my project successfully.
Finally, I would like to thank my family and friends who were an inspiration for me and provided
their fullest support for completion of my project.
I am especially indebted to my parents for their love, concern, help support and valuable prayers.
III
TABLE OF CONTENTS
CERTIFICATE……………………………………………………………………………… I
DECLARATION……………………………………………………………………………..II
ACKNOWLEGEMENT……………………………………………………………………...III
ABSTRACT…………………………………………………………………………………. IV
LIST OF TABLES ……………………………………………………………………………V
LIST OF FIGURES………………………………………………………………………… VI
CHAPTER 1
PROFILE OF THE INDUSTRY AND COMPANY:
1.1. INTRODUCTION…………………………………………………………………………1
1.2. CONCEPTUAL AND THEORETICAL FOUNDATIONS OF THE TOPIC……………2
1.3. IMPORTANTS AND SCOPE OF THE STUDY…………………………………………6
1.4. LIMITAITON OF THE STUDY………………………………………………………….7
1.5. PROFILE OF THE INDUSTRY………………………………………………………….7
1.6. PROFILE OF THE COMPANY………………………………………………………….7
CHAPTER 2
REVIEW OF THE LITERATURE:
2.1. AWARENESS OF THE CONSUMER……………………………………………………11
2.2. FACTOR INFLUENCING CONSUMPTION…………………………………………….12
2.3. BRAND LOYALITY………………………………………………………………………13
2.4. INSTANT FOODS…………………………………………………………………………13
CHAPTER 3
METHODOLOGY:
3.1. FORMULATION OF RESEARCH PROBLEM………………………………………….14

3.2. TITLE OF THE STUDY…………………………………………………………………..14
3.3. OBJECTIVE OF THE STUDY……………………………………………………………14.
3.3.1.SUB-OBJECTIVES………………………………………………………………………15
3.4. VARIABLES………………………………………………………………………………15
3.5. HYPHOTHESIS OF THE STUDY………………………………………………………..15
3.6. RESEARCH DESIGN…………………………………………………………………….16
3.7. STUDY POPULATION AND SAMPLING PROCEDURE………………………………17.
3.8. SOURCES OF DATA COLLECTION…………………………………………………….17
3.8.1. PRIMARY DATA………………………………………………………………………..17
3.9. TOOLS AND PROCESS OF DATA

COLLECTION………………………………………………………………………………18
3.10. STATISTICAL TOOLS USED……………………………………………………………18
3.11. LIMITATIONS OF THE STUDY…………………………………………………………18
CHAPTER 4
DATA
INTERPRETATION……………………………………………………………………………19
CHAPTER 5
FINDING SUGGESTIONS AND CONCLUSION
5.1. FINDING BASED ON INTERPRETATION………………………………………………42
5.2. SUGGESTIONS…………………………………………………………………………….43
5.3. SUGGESTION FOR FUTURE RESEARCH………………………………………………43
5.4. CONCLUSION……………………………………………………………………………...44
REFERENCES: R-1
APPENDIX: A-1
LIST OF TABLES
Table 4.1: Age of the consumer preferring noodles and soup……………………. 20
Table 4.2: Gender wise preferring noodles and soup…………………………….. 21
Table 4.3 Education Qualification………………………………………………….. 22
Table 4. 4 Occupation wise of the consumer……………………………………….. 23
Table 4.5 Income of the consumers……………………………………………………24
Table 4.6 Marital Status………………………………………………………………..25
Table 4.7 Type of the family……………………………………………………………26
Table 4.8 Type of noodles and soup……………………………………………………27
Table 4.9 Place of purchase……………………………………………………………..28
Table 4.10 Brands of noodles and soup…………………………………………………29
Table 4.11 How often buying noodles and soup………………………………………..31
Table 4.12 Reason for buying noodles and soup………………………………………..32
Table 4.13 The satisfaction level towards noodles and soup…………………………...33
Table 4.14: Rating level of the Knorr noodles and soup………………………………..34
Table 4.15: The sources of information about the Knorr noodles and soup…………..35
Table 4.16: Influencing factors to buy Knorr noodles and soup………………………36
Table 4.17: Consumption of the noodles and soup………………………………………..37
Table 4.18: Rating of Nutrional Quality……………………………………………………38
Table 4.19: Income and Brands preference of the Knorr noodles and soup………………39
V
Table 4.20: income and Brands……………………………………………………………….40
Table 4.21: Brands preference of noodles and soup Source of inform Cross tabulation…41
Table 4.22: Brand and source of information………………………………………………..42
Table 4.23: Education and Reason for Buying Knorr noodles and soup …………………..43
Table 4.24: Chi-Square Tests of Reason of purchasing and Education……………………44
V
V
LIST OF FIGURES
Figure 4.1: Occupation………………………………………………………….20
Figure 4.2: Family Type…………………………………………………………22
Figure 4.3: Place of purchase noodles and soup………………………………..23
VI
ABSTRACT
Indian cooking and lifestyle have undergone tremendous changes in the last 15 years. Some of the
factors contribute this change are Liberalization, Dual income, nuclear families, innovative kitchen
applications, media proliferation, changing food habits. Long working hours during the weekdays
and weekends that are always spent with kids, preferably outside the house gives them very little
time to cook. These factors are a major cause to make ready to eat food products an essential
component in the daily lives of people. Greatly changing food habits and a greater demand for
readymade noodles and soup products have led to the growth of processed and packed food
manufacturing industries. The aim of this study is to analyze the consumer’s satisfaction towards
the knorr noodles and soup. A total of 150 respondents were formed as a sample. Questionnaire
was framed and using Convenience Sampling method data was collected from the respondents.
Statistical tools like Percentage analysis and Likert ranking scale analysis, SPSS software was used
to analyze the research. The changes in the lifestyles of people is the main reason behind the rapid
growth of the instant food industry. There is a greater demand for instant food products and the
major reasons for the same are convenient usage, easy availability, less time consumed and better
taste.
Keywords: Lifestyle, Taste, Indian markets, mindset of the peoples about noodles, brand
IV
Chapter 1 Introduction
Chapter-1
Introduction
Indian cooking style and taste is really different we knew that earlier days many foreign
peoples were come here to eat our foods and they knew that our foods are contains more health
comparing with their country foods and another one is our lifestyle has change because of
foreigners they were introduce new products day to day like that the noodles also came into the
Indian markets so now our Indian peoples are many of us like noodles to eat so I have interest to
know about it why our peoples are changed and what is make them to buy noodles. If they are
buying noodles which brands they like most like that and many peoples are telling that noodles are
full of chemicals bad another one side many peoples would like to eat noodles so we can’t change
it but we can make us safe like eating good noodles which brand is having good quality and brand
name. I thought Knorr noodles and soups are greater than other noodles brands but its having only
loyal customers so I tried to know about the consumer mindset about noodles and soups and finally
about Knorr products that’s what the result of this main project.
The first part is an introduction to the overall study of the research. It begins with
conceptual, theoretical foundations of the topics and concepts used and their definitions in the
study. And then its followed by importance and scope of the study. Next limitations of the study
are explained. In the end the profile of the industry and the profile of the company is presented.
1.2 Conceptual and theoretical foundations of the topic

Marketing strategies
Positioning
Knorr is positioned as a 7pm snack which is healthy and at the same time it replaced
junk foods claimed by the company.
1 Consumer Satisfaction Towards the Knoor Soupy Noodles and Soup in HUL
Differentiation
Knorr ensures its use of real items as ingredients like chicken and vegetables which
are imported from Pakistan and South Africa. Knorr also claims to ensure distant flavors unlike
Maggi which focuses on convenience. Therefore, Knorr tries to differentiate its products by saying
it provides real chicken and vegetables at 7pm.
Targeted customers and consumers
Knorr focuses to make the homemaker, mothers their target customers and the
children as their target consumers. That is the reason their advertisements are based on kids.
Mothers would look at the advertisements but kids would enjoy it as they are the target audiences.
Communication Strategies
The first and mostly used communication strategy that Knorr focuses on is to create
awareness by telling consumers to stop unhealthy snacking and go for Knorr at 7pm. Knorr has
followed a 360 development plan for promotion.
Brand Personality
Brand personality is a set of human traits attributed to a brand (Keller, 2008).

Knorr believes in simplicity and practicality, warmth and closeness, fresh and colorful.
Product Depth
The depth of a product mix refers to how many variants are offered of each
product in the line (Kotler, 2003). Since the new tastier Knorr Soups, with 100% Real Chicken
and Vegetables, comes in the four following delightful flavors, it has a depth of four.
Marketing Mix
Knorr is a leading packaged food & beverage brand based out of Germany. Knorr
offers a huge variety of products in its marketing mix in the ready to cook and frozen food segment,
the major categories being- soups, noodles and other ready-to-cook frozen products like rolls
fillings, broth cubes etc. Knorr soups are made of 100% natural vegetables with no added
preservatives and available in 18 different flavours which are further divided into 2 categories-
classic flavours and international flavours. Classic flavours include Thick Tomato, Hot & Sour
Vegetable, Sweet Corn Vegetable, Mixed Vegetable, Sweet Corn Chicken and Chicken Delite,
while international flavours consist of Thai Vegetable, Italian Mushroom, Shanghai Hot & Sour
Chicken, Hong Kong Manchow Noodle and Mexican Tomato Corn. All these soups are also
available in cup-a-soup packaging. In noodles category, the varieties offered by Knorr include
Schezwan noodles, Hot and Spicy noodles and Soupy noodles which is a mix of soup and noodles.
Apart from this, Knorr also tries to come up with localized taste as a part of its product strategy.
For example, in India, it has ventured into spices segment with its Knorr Masala offerings. The
company has launched 8 masalas including Sambhar Masala, Chicken Masala, Chana Masala, Pav
Bhaji Masala and Biryani Masala. Knorr has also launched ready-to-cook local cuisines like Dal
Makhni, Punjabi Chicken Curry etc. along with wrap and roll fillings such as Tawa Chatpata,
Chinese Chow and Chicken Masaledar.
Price
Knorr’s products are priced a little bit lower than the competitors as it follows a penetration pricing
strategy. The company has huge competition with existing food brands such as the Nestle owned
Maggi especially in Asian markets like India, Pakistan, Malaysia and Indonesia where it holds
more than 50% of market share. Many local players such as Maggi, Patanjali, Yippie etc also
undercut Knorr’s already secondary market share in these countries. These considerations keep
Knorr to keep its price lower and provide a differentiating factor to the customers by providing
value for money products. The Knorr instant noodles come in 70 gm packs of Rs.15 each in India.
For ready to cook category, it charges Rs.50 per pack. The same amount is charges for Rolls mixes.
The soup packets which have 4 people comes for Rs.60 per each, while the small cup-a-soup
instant soups offer just 1 serving and cost around Rs.10. As compared to the competitors in the
country, Knorr’s prices are comparable and even lesser in some categories.
Place
Knorr is sold in over 78 countries around the world. It uses the existing channel of Unilever in
each country for distribution and delivery as it is a sub brand under the FMCG giant’s umbrella.
In India, Knorr is a subsidiary of Hindustan Unilever and has a network of 4000 redistributions
stockiest which reach approximately 6.3 million retail stores. Knorr products are available in
almost all retail stores- both organized and unorganized. Knorr’s strategy involves being present
at all possible sale points. It is present in almost all the urban outlets and about 250 million rural
customers as well. It is also present on the online grocery stores, again taking an Indian example
of Big basket, which sells all the products manufactured under the Knorr brand. Knorr as a brand
is very active on social media as well with more than 21 million likes on its Facebook page. It even
has localized versions of the page for on the basis of countries it is present in.
Promotion
Knorr follows aggressive marketing and promotion strategy in its marketing mix for its products.
Most of its advertisements are still via the television commercial channel. Each new product launch
is followed by heavily promoted ad campaigns on TV and local newspapers. It also does celebrity
endorsements for its products, be it the famous Indian movie actress Kajol in India or Omotola
Jalade Ekeinde in Africa. Most of its advertisements are focused on the bonds between a mother
and her child. For promoting its Knorr Masala product line or other ready to cook products, it uses
famous chefs to endorse them and increase credibility factor. Knorr also involves in point of sale
promotions with attractive store layouts for its products and separate shelves in super markets. The
point of purchase promotions helps it to get involved directly with the buyers at touch points and
is a big motivator for sales. In recent years Knorr has also been very active on social media with
live pages, launching new products through Facebook and YouTube videos and creating a lot of
buzz via its Love at First Taste campaign. Hence this completes the Knorr marketing mix.
Merchandising organization
1. General trade channel specialist (GTCS), they handle channel activation and manage
the merchandiser
2. Merchandising supervisor, they manage multiple Rs point
3. Merchandiser, they execute visibility (display) tasks
Target Segment
1. Demographics
2. Psychographics
3. Consumer/buyer behavior
Demographics
Density
Urban
Same
Age
30-35
8-15
Gender
Female
Male /female
Lifecycle stage
Married with children
Kids early teens
Minimum Income
25000
Education
Graduate
Primary /secondary school
Psychographic
Social class
Upper middle, Low upper and upper- upper class
same
Life styles
Believers,
achievers
Personality
Ambitious, trendy
Extrovert, Confident.
1.3 Importance and Scope of the Study
The human’s lifestyle is changing day to day based on the development of science and
computerized world likewise our food culture also. All peoples are loving to eat whatever they
like. Food is very important thing to survive in this universe for all. Each person has different
mindset about food. So now we are having many different variety of foods to eat and noodles and
soups also having a major role on human’s life today so we are going to learn about noodles and
soups especially Knorr soupy noodles and soups.
At Knorr, we believe that delicious and nutritious food should be within everyone’s reach.
We only use top quality ingredients and well researched preservation techniques to create a range
of delicious and easy to prepare meals. We also bring this passion for quality to our quest for
sustainability. This means implementing practices to source sustainably, reduce water
consumption and to protect the biodiversity around our farms.
1.4 Limitations of the Study
The study area was limited to Karur and the findings may not be applicable to other
markets, as vast differences exist among the consumers with regard to demographic and
psychographics characteristics. Hence, the findings of the study may be considered appropriate for
the situations similar to study area and extra care should be taken while generalizing the results.
The time period April to June 2018.The sampling size is 150. This study is based on convenience
sampling technique. Thus, the chapter deals with the methodology of the research, basically for
marketing research projects the data was mostly primary and it was collected through the
structured questionnaire and the further process of methodology is using the tools like excel and
SPSS software.
1.5 Profile of the Industry
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounting for 50 per cent of FMCG sales in India.
Growing awareness, easier access and changing lifestyles have been the key growth drivers for the
sector. The urban segment (accounts for a revenue share of around 40 per cent) is the largest
contributor to the overall revenue generated by the FMCG sector in India and recorded a market
size of around US$ 52.75 billion in 2017-18. However, in the last few years, the FMCG market
has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments
are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending.
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per annum, which
is likely to boost revenues of FMCG companies. In 2016-17, revenue for FMCG sector have
reached US$ 49 billion and is expected to grow at 9-9.5 per cent in FY18 supported by expectations
of the total consumption expenditure reaching nearly US$ 3,600 billion by 2020 from US$ 1,595
billion in 2016. Direct selling sector in India is expected to reach Rs 159.3 billion (US$ 2.5 billion)
by 2021, if provided with a conducive environment through reforms and regulation.
1.6 Profile of the Company
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company with the market leaders of home and personal care product and food and beverages. It
touches the lives of two out of three Indians. HUL works to create a better future every day and
helps people feel good, look good and get more out of life with brands and services that are good
for them and good for others.
With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water
purifiers, the Company is a part of the everyday life of millions of consumers across India. Its
portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair
& Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe,
Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.
The Company has over 16,000 employees and has an annual turnover of INR 31,425 crores
(financial year 2017 – 18). HUL is a subsidiary of Unilever, one of the world’s leading suppliers
of fast moving consumer goods with strong local roots in more than 100 countries across the
globe with annual sales of €53.3 billion in 2016. Unilever has 67.25% shareholding in HUL.
Our vision
Our vision is to grow our business, while decoupling our environmental footprint from our
growth and increasing our positive social impact.
Sense of purpose
Our business has always been driven by a sense of purpose, a thread that connects us to
our founding companies and their social missions to improve health, hygiene and livelihoods in
their communities.
We continue to believe that business must make a positive contribution to addressing the
challenges the world faces and that this is the only way a business will succeed. In 2009, we
launched The Compass – our strategy for sustainable growth, setting out our determination to
build a sustainable business for the long term.
Sustainability Targets
The Unilever Sustainable Living Plan, launched in 2010, laid the blueprint for achieving this
strategy. We continue to work towards the ambitious targets we have set ourselves for halving
our environmental impact, improving the health and wellbeing of 1 billion people, and
enhancing the livelihoods of millions.
We will grow our business by building on our strengths – combining our scale and expertise
with our understanding of consumers in diverse markets to continue providing brands and
services that people want and need. Our sustainable business model is making a difference to
millions of people’s lives and to our environmental impact, and we will keep working to make
these contributions greater. We’re also already seeing evidence that it is strengthening our
business by helping to drive growth and trust, and reduce risk and cost.
Purpose, values & principles

Our Corporate Purpose states that to succeed requires "the highest standards of corporate
behavior towards everyone we work with, the communities we touch, and the environment on
which we have an impact."
Always working with integrity

Conducting our operations with integrity and with respect for the many people,
organizations and environments our business touches has always been at the heart of our
corporate responsibility.
Positive impact
We aim to make a positive impact in many ways: through our brands, our commercial
operations and relationships, through voluntary contributions, and through the various other
ways in which we engage with society.
Continuous Commitment
We're also committed to continuously improving the way we manage our

environmental impacts and are working towards our longer-term goal of developing a sustainable
business.
Setting out our Aspirations
Our Corporate Purpose sets out our aspirations in running our business. It’s
underpinned by our Code of Business Principles which describes the operational standards that
everyone at Unilever follows, wherever they are in the world. The Code also supports our
approach to governance and corporate responsibility.
Working with others
We want to work with suppliers who have values similar to our own and work to
the same standards we do. Our Supplier Code, aligned to our own Code of Business
Principles, comprises eleven principles covering business integrity and responsibilities relating
to employees, consumers and the environment.
This research will help to know about the consumer satisfaction towards the knoor soupy
noodles and soup its potential and gives the overview of food market and its opportunities in
Karur market. This research has examined hindustan unilever limited ability to use the
crowded market-place. The use of consumer research to identify a significant market
opportunity.
Chapter -2 Review of Literature
Chapter-2
REVIEW OF LITERATURE
A writing survey is a content composed by an analyst to consider the basic purposes of

current learning including substantive discoveries and additionally hypothetical and
methodological commitments to a specific theme. Writing surveys are auxiliary sources. A writing
audit gives a diagram of the academic data distributed to date on a particular theme, abridging and
blending the thoughts introduced. It gives hypothetical base for the examination and encourages
the scientist to decide the idea of the exploration.
Review
In this chapter, research works done in the past regarding awareness, factors influencing
the consumption, brand loyalty of Knorr Soupy Noodles has been reviewed and presented as under.
1. Awareness of consumers.
2. Factors influencing consumption.
3. Brand loyalty.
4. Instant Noodles
2.1 Awareness of the consumers

(Aaker, D.A, 1997) studied the need for effective nutritional education for young
consumers has become increasingly apparent, given their general food habits and behavior,
particularly during adolescence and analyzed that the interaction between young consumers' food
preferences and their nutritional awareness behavior, within three environments (home, school and
social). The results indicated that the perceived dominance of home, school and social interaction
appears to be somewhat overshadowed by the young consumers, while developing an
'independence' trait, particularly during the adolescent years. The authors suggested that food
preferences are often of a 'fast food' type and consequently the food habits of many young
consumers may fuel the consumption of poorly nutritionally balanced meals. While young
consumers were aware of healthy eating, their food preference behavior didn’t always appear to
reflect such knowledge, particularly within the school and social environments.
(Aaker David, 2000) regarded brand awareness as a remarkably durable and sustainable
asset. It provided a sense of familiarity (especially in low- involvement products such as soaps), a
sense of presence or commitment and substance and it was very important to recall at the time of
purchasing process. Apart from the conventional mass media, there were other effective means to
create awareness viz., event promotions, publicity, sampling and other attention-getting
approaches.
(Chen , 2001) The study expressed a different thought on brand awareness that it was a
necessary asset but not sufficient for building strong brand equity. In his view, a brand could be
well known because it had bad quality.
2.2 Factor influencing the consumer

The researcher had examined the factors influencing the buying decision making of
respondents for noodles. Country of origin and brand of the products were cross-tabulated against
age, gender and income. Results revealed that the considered factors were independent of age,
education and income. The brand image seemed to be more important than the origin of the
product, since the consumers were attracted by the brands. (Kumar, 2012).
The researcher had examined the changes in spending power and buying habits of Switch
consumers since the beginning of the 20th century and in the more recent past. Current trends
include greater emphasis on health and safety of foodstuffs and less attention to price, increased
demand for low calorie light products and increased demand for organically grown foods. For
young people, more concern with enjoyment and less for health, with more eaten away from home,
and generally an increased demand for convenience foods. The prospects for high quality branded
products are seen to be good. (Hans, 1994).
2.3 Brand Loyalty

The researcher studied about the brand loyalty and switching pattern of processed fruit and
vegetable products in Bangalore city by using Markov Chain analysis. The result of study revealed
that Kissan brand of jam and knorr brand of soups had a maximum brand loyalty among
consumers, and less amount of brand switching occurred for these brands. (Ali, 1992)
This was pointed out in his book, “The Loyalty Effect”, that, 'customer’s equity effectively
explains success and failure in business'. The companies with the highest retention rates also earn
the benefit profits. Relative retention explains profits better than market share, scale, cost position
or any other variable associated with competitive advantage. (Reichheld, 1994)
2.4 Instant Foods
The study analyzed the consumer perception towards health, convenience, price, and
service of Fast Food Restaurants. The results of their study revealed that the consumers in
Botswana had negative perception about the health aspects of fast food restaurants. Price and
Service are viewed positively. Finally, they suggested that the fast food restaurant managers have
to improve the hygiene, cleanliness, quality ingredients, reasonable price and focus more attention
on improving service delivery. (Nohenesi, 2011)
This study has revealed that occupation of the women, income of the family and saving time while
cooking are the most influencing factors of spicy products. The authors explained that most of the
consumers have purchase 150 gm pack of noodles and soup, while small number of consumers prefer 100
gm packets. (Kumar I. S., 2007 (Agt))
Non-preference for Ready-to-Eat food was due to various reasons like low cost of home
preparation, differences in taste, non-preference of Ready-to-Eat food by other family members,
higher prices, lack of awareness of the products that are available in the market and non-availability
of Ready-to-Eat food. (Arjunan. C, 2012)
The technological changes and the changes in lifestyles of the people followed by
convenience usage, easy availability, less time consumed and better taste are the main reasons
behind the rapid growth of the instant food noodles
Chapter-3 Research Methodology
Chapter -3
RESEARCH METHODOLOGY
This part gives a blueprint of research strategies that were followed in the examination. The
scientist portrays the exploration plan that was decided with the end goal of this examination and
the purposes behind this decision. The instrument that was utilized for information accumulation
is additionally portrayed and the systems that were taken after to complete this investigation are
incorporated. The scientist additionally talks about the strategies used to examine the information.
Methodology
This chapter presents a comprehensive view of the methodology adopted for the present
investigation undertaken to know the awareness of consumers about Knorr soupy noodles and soup
products, the preference of Knorr soupy noodles and soup products, factors influencing
consumption of products, brand loyalty in choosing the particular brands in the study area and to
predict the demand for Knorr soupy noodles and soup products. A structured questionnaire is used
to know the consumer preference of the people of Karur city with the 150 filled questionnaires.
These are the following steps used in this methodology to complete the research.
3.1 Formulation of Research Problem

The consumer preference plays vital role in selling of products to the consumer. And the researcher
did the summer placement training in the FMCG company and got an idea that why the consumer
prefer noodles and soups, so he wanted to study on the consumer satisfaction towards Knorr soupy
noodles and soup products. The factors that influence to buy the Knorr soupy noodles and soup
and the brand preference of Knorr soupy noodles and soup. Therefore, the researcher has
conducted a study on this topic.
3.2 Title of the Study

A study on the consumer satisfaction towards the Knorr soupy noodles and soups to Karur city.
3.3 Objective of the Study
To find the consumer satisfaction towards the Knorr soupy noodles and soups to Karur city.
3.3.1 Sub-Objective
 To identify the brand preferences of the respondents for noodles and soup products.
 To identify the factors influencing the consumers to prefer noodles and soup products.
 To study consumer level of satisfaction towards Knorr noodles and soup products.
 To analysis the reason for buying noodles and soup products.
3.4 Variable
Demographic
 Age
 Gender
 Income
 Educational Qualification
 Occupation
 Marital Status
 Type of family
Sub- variables
 Price
 Quality
 Brand
 Taste
 Easy availability of products
 Type of noodles
 Nutritional Quality
3.5 Hypothesis of the Study

Ho. 1: There is no significant difference between the income of the customer and brand preference
of Noodles and soup products.
Ho. 2: There is no significant between brand preference of Noodles and soup products and the
influence of purchase of the Knorr soupy noodles and soup products (Tv, Newspapers, word of
mouths)
Ho. 3: There is no significant difference between education of the customer and reason for buying
Knorr noodles and soups products.
3.6 Research Design
There are four type of research design. They are as follow descriptive, diagnostic,
experimental and explanatory. And the researcher has chosen descriptive research design.
3.7 Study Population and Sampling Procedure

The study population is Karur city, the data collected from the consumers of Karur city by adopting
the convenient sampling methods. The sample size is 150 consumers in Karur city. The researcher
has collected the data including the brand preference, factors influence to Knorr soupy noodles
and soup products, the choice of the products, place of purchase of the Knorr soupy noodles and
soup products. The study is processed through the structured questionnaire. The sample size is 150
respondents; the sampling procedure was convenience sampling method.
3.8 SOURCES OF DATA COLLECTION

To evaluate the objectives of the study, required data were collected from primary sources.
3.8.1 PRIMARY DATA
The data required for the study were collected from the selected respondents by using
questionnaires method. Sales promotion information on the following aspects was collected from
150.
1. General information from the individual respondents on their social, economic and
demographic characteristics like age, educational status, occupation, annual income, family
size and family type.
2. The type of noodles and soup products consumed and their source viz., branded and
unbranded.
3. Satisfaction level of the respondents regarding their present brand and awareness about
various brands of noodles and soup products, etc.
4. The main factors that influences the consumer to buy Knorr soupy noodles and soup.
3.9 Tools and Process of Data Collection

The basic tool to collect this primary data was using the structured questionnaire, the data
was collected from the Karur city consumers by adopting the convenience sampling method,
the total sample was 150.
3.10 Statistical Tools Used

The researcher has used MS excel 2016 to feed the raw data in spread sheet, and for data
correction. And moved the raw data to the SPSS software, researcher has found out the results
for research problem and hypothesis.
3.11 Limitation of the Study

The study area was limited to Karur and the findings may not be applicable to other markets,
as vast differences exist among the consumers with regard to demographic and psychographics
characteristics. Hence, the findings of the study may be considered appropriate for the situations
similar to study area and extra care should be taken while generalizing the results. The time
period April to June 2018.The sampling size is 150. This study is based on convenient sampling
technique. Thus, the chapter deals with the methodology of the research, basically for marketing
research projects the data was mostly primary and it was collected through the structured
questionnaire and the further process of methodology is using the tools like excel and SPSS
software.
This research methodology helps to know the flow of process and identifies the tools for
preparation and analysis purposes. It shows a clear direction to achieve the objective of this
research. It is like a framework of the progress of study.
Chapter-4 Data Analysis and Interpretation
Chapter -4
DATA ANALAYSIS AND INTERPRETATION
This Chapter deals with the analysing and Interpreting Data. Because raw data as such have
little meaning, a major practice of researchers is to organize and interpret data through
tabulating, graphing, or statistical analysis. Such analysis can bring out the meaning of data and
the relevance, so that may be used as evidence.
Data Interpretation
I have collected details about my survey from the consumers of Knorr soupy noodles and
soups. So below you can see that first we can see the collected details from consumers
Table 4.1: Age of the consumer preferring noodles and soup
AGE Frequency Percent

18-30 55 36.7
30-45 61 40.7
>45 34 22.7
Total 150 100.0
Interpretation
This above table and chart says that 61% of people in 31-45 the age category consume more
noodles and soup products. And this age category people are young people. And they don’t want
to prefer food and they want it the readymade form. Because the people are in the working
category. So, that’s why they consume more noodles and soup. The 18-30 age category people are
also working and also some of them are bachelors.
Table 4.2: Gender wise preferring noodles and soup
Gender Frequency Percent
MALE 37 24.7
FEMALE 113 75.3
Total 150 100.0
Interpretation
From the above table shows that the majority of the respondence are female, and they prefer
noodles and soup products and 23% of the respondence are male.
Table 4.2 Education Qualification
Education Frequency Percent

ILLITARATE 10 6.7
SSLC&HSC 41 27.3
GRADUATE 49 32.7
50 33.3
PG AND PROFESSIONAL
Total 150 100.0
Interpretation
The above table discribe that the 33.2 % and 32.7 %of the respodence are using noodles & soup
and they are in the working category people and that fore they perfer noodles and soup products.
Figure 4.1: Occupation
Interpretation
The table show that the employed people buy the noodles and soup, and others category people
are in the below 20%. So, the employed people prefer noodles and soup products more rather than
the self-business, students, unemployed people don’t prefer more like the employed people.
Table 4.3: Income of the consumers
INCOME Frequency Percent
<10000 44 29.3
10000-25000 54 36.0
25000-40000 35 23.3
>40000 17 11.3
Total 150 100.0
Interpretation
This table shows that 36% people are the buy noodles and soup with respondence and they are the
earing about 1000-25000, So they prefer the noodles and soup.
Table 4.4: Marital Status
Marital Status Frequency Percent
Married 100 66.7

Unmarried 50 33.3
Total 150 100.0
Interpretation
The above table shows that 66.7 % of the people are married and prefer more noodles and soup
products. And they are in the category of working people.
Figure 4.2: Family Type
Interpretation
The above table shows that 74 % of the respondence are nuclear family and the prefer noodles and
soup products. And 26 % of the respondence are joint family.
Table 4.5: Type of noodles and soup
Frequency Percent Valid Percent

Type of noodles
Spicy and Soupy 43 28.7 28.7
Atta 73 48.7 48.7
Chicken 26 17.3 17.3
Others 8 5.3 5.3
Total 150 100.0 100.0
Interpretation
The above table shows the high score (48 % of the people prefer the Atta products and the 29 %
of the people prefer the spicy and soupy noodles etc.
160
140
120
100
80
60
40
20
0
Place of Malls Super Wholesale Retail Total
Purchase markets shop outlets
Series1 Series2 Series3 Series4 Series5
Figure 4.3: Place of purchase noodles and soup
Interpretation
The above table tells that 67% of the consumer are buying the noodles and soup from the super
markets, and the 18 % of the consumers buy the noodles and soup from the retails outlets.
Table 4.6: Brands of noodles and soup
Brands Frequency Percent
ITC 66 44.0
NESTLE 45 30.0
TOP RAMEN 10 6.7
KNORR 21 14.0
OTHERS 8 5.3
Total 150 100.0
Interpretation
Here the table tells that the brand preference among the noodles and soup in that 44% of the people
prefer the ITC brand, and the other brands like NESTLE, TOP RAMEN, KNORR are respectively
30%, 6, 14% of the respondence prefer the noodles and soup.
Table 4.7: How often buying noodles and soup
Frequency Percent
DAILY 3 2.0
Weekly 55 36.7
Monthly 74 49.3
Occasionally 18 12.0
Total 150 100.0
Table 4.8: Reason for buying noodles and soup
Reasons Frequency Percent

Taste 52 34.7
Nutri-Quality 32 21.3
Knorr products 7 4.7
Easy availability
59 39.3
Total 150 100.0
Interpretation
The above table tells the 49 % of the consumer are monthly buyer. And the remaining some in
weekly buyer and the only few 2 % of the consumer buy the noodles and soup daily .
Table 4.12: The satisfaction level towards noodles and soup
Frequency Percent
Disagree 5 3.3
Neutral 37 24.7
Agree 92 61.3
Strongly agree 16 10.7
Total 150 100.0
Interpretation
This table shows the reason for buying the noodles and soup products. 39 % of the respondence
are buy noodles and soup because of its easily available in the super markets, and some of them
prefer for the taste of the product.
Table 4.13: Rating level of the Knorr noodles and soup
Rating the Knorr

noodles and soup Frequency Percent
Poor 2 1.3
Average 32 21.3
Good 103 68.7
Excellent
13 8.7
Total 150 100.0
Interpretation
The chart and the table says that satisfaction level of the noodles and soup is 61 % of the
respondence rated as agree and some of them are rated as neutral and also strongly agree.
Table 4.14: The sources of information about the Knorr noodles and soup
Frequency Percent Valid Percent

TV 95 63.3 63.3
Newspapers 24 16.0 16.0
Banners 6 4.0 4.0
Word of Mouths
25 16.7 16.7
Total 150 100.0 100.0
Interpretation
The above table shows the rating given by the respondence to the Knorr noodles and soup products.
The 68% of the respondence are rated as good. And some people rated as average and also
excellent.
Table 4.15: Influencing factors to buy Knorr noodles and soup
The Factors Frequency Percent

Price 12 8.0
Quality 21 14.0
Taste 46 30.7
Attractive Package 25 16.7
Lifestyle Change 45 30.0
Others 1 .7
Total 150 100.0
Interpretation
This tables tell that the source of information got from the TV as 63 % about the Knorr noodles
and soup and some of them got the information from the newspapers etc.,
Table 4.17: Consumption of the noodles and soup
Products Categories Frequency Percent

Atta 22 14.7
Masala 73 48.7
Chicken 35 23.3
Tomato 14 9.3
Mushroom 6 4.0
Total 150 100.0
Interpretation
The above table show that 45 % and 46 % of the consumer prefer noodles and soup because of the
Taste and life style change, and there are very less consumers prefer Knorr noodles and soup
because the of the quality.
Table 4.18: Rating of Nutrional Quality
Frequency Percent
Poor 15 10.0
Average 53 35.3
Good 69 46.0
Excellent 13 8.7
Total 150 100.0
Interpretation
The above table shows that 46 % of the respondence rated the Knorr noodles and soup with the
Nutrional quality and 35.3 % of the respondence rated the Knorr noodles and soup with Nutrional
Quality, and the 10% of the respondence rated as the poor.
HYPOTHESIS 1
Table 4.19: Income and Brands preference of the Knorr noodles and soup
Brands of Noodles and Soup

INCOME ITC NESTLE TOP RAMEN HUL OTHERS
18 17 2 5 2
<10000 40.9% 38.6% 4.5% 11.4% 4.5%
23 12 6 9 4
10000-25000 42.6% 22.2% 11.1% 16.7% 7.4%
15 12 1 6 1
25000-40000 42.9% 34.3% 2.9% 17.1% 2.9%
>40000 10 4 1 1 1
58.8% 23.5% 5.9% 5.9% 5.9%
Total 66 45 10 21 8
44.0% 30.0% 6.7% 14.0% 5.3%
Table 4.20: P value of income and Brands
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 8.727a 12 .726

Likelihood Ratio 8.898 12 .712
Linear-by-Linear Association
.339 1 .561
No of Valid Cases 150

a. 10 cells (50.0%) have expected count less than 5. The minimum expected count is .91.
Interpretation
The significant level is more than 0.05. So, the null hypothesis is accepted. There is no significant
difference between income and brand preferences.
HYPOTHESIS 2
Table 4.21: Brands preference of noodles and soup Source of inform Cross tabulation
Brands of noodles and soup Source of information

TV Newspapers Banners Word of mouths Total
ITC 28 5 0 12 45
62.2% 11.1% 0.0% 26.7% 100.0%
HUL 19 5 0 3 27
70.4% 18.5% 0.0% 11.1% 100.0%
NESTLE 4 0 1 1 6
66.7% 0.0% 16.7% 16.7% 100.0%
TOP RAMAN 8 2 2 3 15
53.3% 13.3% 13.3% 20.0% 100.0%
OTHERS 5 0 0 2 7
71.4% 0.0% 0.0% 28.6% 100.0%
Total 64 12 3 21 100
64.0% 12.0% 3.0% 21.0% 100.0%
Table 4.22: P value of Brand and source of information
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)

Linear-by-Linear Association .020 1 .887
No of Valid Cases 100
Interpretation
The significant level is more than 0.05. So, the null hypothesis is accepted. There is no
significant difference between brand and source of information about Knorr noodles and soup.
HYPOTHESIS 3
Table 4.23: Education and Reason for Buying Knorr noodles and soup (Cross tabulation)
Reason for Buying Knorr noodles and soup

Nutri- HUL Easy
Education Taste Quality products availability Total
ILLITARATE 1 4 0 3 8
12.5% 50.0% 0.0% 37.5% 100.0%
SSLC&HSC 10 3 2 13 28
35.7% 10.7% 7.1% 46.4% 100.0%
GRADUATE 10 8 1 9 28
35.7% 28.6% 3.6% 32.1% 100.0%
PG AND 14 4 2 16 36
PROFESSIONAL 38.9% 11.1% 5.6% 44.4% 100.0%
Total 35 19 5 41 100
35.0% 19.0% 5.0% 41.0% 100.0%
Table 4.24:P value of purchasing and Education
Value Df Asymp. Sig. (2-sided)

Linear-by-Linear Association .087 1 .769
N of Valid Cases 100
Interpretation
The significant level is more than 0.05. So, the null hypothesis is accepted. There is no significant
difference between reason for purchasing Knorr noodles and soup and Education.
The chapter is limited to the context and characteristics of consumer. Thus, applied to other
situations, these conclusions may yield assumptions. Still, these conclusions are relevant to the
process of evolution in purchasing Knorr noodles and soup.
Chapter-5 Findings, Suggestions and Conclusion
Chapter -5
FINDINGS, SUGGESTIONS AND CONCLUSION

The chapter deals with the findings from the data interpretation and suggestions for the further
improvement in the products in terms of the quality, price, Availability of the products.
5.1 FINDINGS BASED ON INTERPRETATION

 40% of the consumers are under the age category of 30-45, they prefer Knorr soupy
noodles and soup because they are working age category.
 The consumption of the noodles and soup is high in the female gender category, so the
women are employed.
 The employed consumers prefer more Knorr soupy noodles and soup rather than the
unemployed, self-business.
 The income does not play in preferring of Knorr soupy noodles and soup, because the low-
income people also buy more Knorr soupy noodles and soup they worry about the price.
 The research shows that there are many noodles categories among that 48 % of the people
prefer the ITC and nestle products because of brand awareness of ITC sun feast yippee
noodles and nestle Maggi noodles.
 The reason for consuming noodles and soup is Easily Available in the super market,
Retailers Shops etc.
 The source of the information about the Knorr noodles and soup is from the Television, it
attracts the consumers to purchase the products.
 The major factors influence the consumer to prefer the Noodles and soup is the Life Style
Change.
 TV has a vital role in selling the products the consumers when compared to another source.
 Education and the reason for buying the noodles and soup products are having some
relationship in the buying, like the PG and the professional are preferring the noodles and
soup.
 The overall finding the research is the people prefer noodles and soup products to save the
time, and reducing the cooking times.
5.2 Suggestions
 Unilever can introduce more flavors of soup, which would suit the tastes of Bangladeshi
people and also focus on Brand extension by introducing new products like noodles. Pastas
etc.
 They can focus on their communication strategies by working on their digital and social
media to reach consumers.
 Unilever can also create salience and new relevant message to promote consumption of
soup like ‘soup everyday’
 Knorr can focus on improving the packaging by making it colorful and also different sizes
like family pack, kids pack etc.
 Knorr is registered in Bangladeshi people’s mind but more improvements are needed to
establish a strong positioning. As we all know Unilever products are mostly successful,
and People are becoming conscious which is a good indicator that they will realize
healthy Knorr advantages.
 Another thing Knorr can do is create new campaigns for Bangladeshi market rather than
using the Indian made advertises. by doing this Knorr will be able to attach itself to the
customers.
5.3 Suggestion for the Future Research

I have suggested some ideas which is I have discussed with my colleagues (sales mans) in
Hindustan unilever limited and what kind of details I have collected from retailers and
wholesalers it was the retailers wish is they need more advertisements which will be helps to
reach the teenage peoples and especially the soup should reach the family women’s and
another one is many peoples are thinking that Knorr soups and noodles price will be high so we
should change the mindset of customers.
5.4 Conclusion
I found many peoples are giving good place on their heart for Knorr soupy noodles and
soups but it’s not our success it should reach the last person in the world. The customers are
buying the products based on quality and taste so we have more chance to get good place in
market better than what we have now so we must have introduced new kind of ideas on noodles
and soups which is sufficient for our consumers.
Appendix
APPENDIX
QUESTIONNAIRE
I am Jaichandran R, currently pursuing my MBA in St. Joseph’s

Institute of Management Trichy (JIM). I want to study the Consumer
Satisfaction towards the Knorr soupy noodles and soup. So kindly fill this
questionnaire, it will be useful to complete my project.
A study on consumer satisfaction towards the Knorr soupy noodles and soups in
Karur city.
Name: Place:
1. Age:
a) 18-30 years b) 30-45 years c) More than 45 years
2. Gender:
a) Male b) Female
3. Educational Qualifications:
a) Illiterate b) HSC & SSC c) Graduate d) PG and Professional
4. Occupation:
a) Student b) Employed c) Unemployed d) Self Business
5. Monthly Income:
a) Less than10000 b) 10000-25000 c) 25000-40000 d) More than 40000
6. Marital Status:
a) Married b) Un married
7. How many members are in your family?
a) Less than 3 b) 3-5 c) 5-8 d) More than 8
8. What type family you belong to?
Appendix
a) Joined family b) Nuclear family
9. Are you aware of Knorr soupy noodles and soup products?

a) Yes b) No
10. Do you buy Noodles and soup?
a) Yes b) No
11.What type of noodles and soup do you purchase from the market?
a) masala b) chicken c) soupy d) Others
12. Where do you buy the noodles and soup?
a) Malls b) Super market c) Wholesale shop d) Retail outlets
13. Are these noodles and soup affordable to you?
a) Yes b) No
14. Which are the brands do you prefer to buy?
a) HUL b) ITC c) TOP RAMAN d) NESTLE e) Others
15. How often you purchase the noodles and soup?
a) Daily b) Weekly c) Monthly d) Occasionally
16.What is the main reason for consumption of noodles and soup?
a) Taste b) Nutritional Quality c) Easy availability
17. Are you satisfied with the Knorr noodles and soup?
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
18. How do you rate the Knorr noodles and soup?
a) Very good b) Good c) Average d) Poor e) Very Poor
19. From which source you get information about the Knorr noodles and soup?
a) TV b) Newspapers c) Banners d) Word of mouth
Appendix
20. What are the main factors that influence you to purchase of Knorr noodles and
soup?
a) Price b) Quality c) Taste d) Attractive packaging e) lifestyle change f)
others
21. Do you think that the food habits are changing?
a) Yes b) No
22.What do you consume among the noodles and soup?
a) masala b) soupy c) chicken d) other.
23. How you rate the Knorr noodles and soup with concern to nutritional quality?
a) Excellent b) Good c) Average d) Poor e) Very Poor
Knorr soupy noodles (Rank the following product by the category wise (Please
Rank between 1-5)
The Brand (How much are you satisfied with Knorr soupy noodles and soup Products in the
view of Quality, Taste, Price, Attractive package)
Factors Very Good Good Average Poor Very Poor

Quality
Taste
Price
Attractive Package
Appendix
APPENDIX
QUESTIONNAIRE
I am Jaichandran R, currently pursuing my MBA in St. Joseph’s

Institute of Management Trichy (JIM). I want to study the Consumer
Satisfaction towards the Knorr soupy noodles and soup. So kindly fill this
questionnaire, it will be useful to complete my project.
A study on consumer satisfaction towards the Knorr soupy noodles and soups in
Karur city.
Name: Place:
1. Age:
a) 18-30 years b) 30-45 years c) More than 45 years
2. Gender:
a) Male b) Female
3. Educational Qualifications:
a) Illiterate b) HSC & SSC c) Graduate d) PG and Professional
4. Occupation:
a) Student b) Employed c) Unemployed d) Self Business
5. Monthly Income:
a) Less than10000 b) 10000-25000 c) 25000-40000 d) More than 40000
6. Marital Status:
a) Married b) Un married
7. How many members are in your family?
a) Less than 3 b) 3-5 c) 5-8 d) More than 8
8. What type family you belong to?
Appendix
a) Joined family b) Nuclear family
9. Are you aware of Knorr soupy noodles and soup products?

a) Yes b) No
10. Do you buy Noodles and soup?
a) Yes b) No
11.What type of noodles and soup do you purchase from the market?
a) masala b) chicken c) soupy d) Others
12. Where do you buy the noodles and soup?
a) Malls b) Super market c) Wholesale shop d) Retail outlets
13. Are these noodles and soup affordable to you?
a) Yes b) No
14. Which are the brands do you prefer to buy?
a) HUL b) ITC c) TOP RAMAN d) NESTLE e) Others
15. How often you purchase the noodles and soup?
a) Daily b) Weekly c) Monthly d) Occasionally
16.What is the main reason for consumption of noodles and soup?
a) Taste b) Nutritional Quality c) Easy availability
17. Are you satisfied with the Knorr noodles and soup?
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
18. How do you rate the Knorr noodles and soup?
a) Very good b) Good c) Average d) Poor e) Very Poor
19. From which source you get information about the Knorr noodles and soup?
a) TV b) Newspapers c) Banners d) Word of mouth
Appendix
20. What are the main factors that influence you to purchase of Knorr noodles and
soup?
a) Price b) Quality c) Taste d) Attractive packaging e) lifestyle change f)
others
21. Do you think that the food habits are changing?
a) Yes b) No
22.What do you consume among the noodles and soup?
a) masala b) soupy c) chicken d) other.
23. How you rate the Knorr noodles and soup with concern to nutritional quality?
a) Excellent b) Good c) Average d) Poor e) Very Poor
Knorr soupy noodles (Rank the following product by the category wise (Please
Rank between 1-5)
The Brand (How much are you satisfied with Knorr soupy noodles and soup Products in the
view of Quality, Taste, Price, Attractive package)
Factors Very Good Good Average Poor Very Poor

Quality
Taste
Price
Attractive Package
References
REFERENCES
Aaker David. (2000). Building Strong Brands. International Food Policy Research Institute, 64.
Aaker, D.A. (1997). Building Brand Without Mass Media. Harvard Business Review 75, 39-50.
Ali. (1992). Brand loyalty and Switching Pattern. An analysis of fruits and vegetables processing ,
50-65.
Arjunan. C. (2012). A Stduy on consumer's Buying behaviouur towards instant Noodles products
in Coimbabatore. Namex Internaional Jourals of Management research, 45-56.
Chen . (2001). Using free assosiation to examine the relationship between the characterristics of
brands and brand equity. Products and Brand Management, 17-20.
Hans, C. A. (1994). Why Swicth on Brand and variety seeking behaviour. American Journal , 105-
116.
Kumar, I. A. (2007 (Agt)). Consumer Buying Behaviour of Processed Spice Products. Indian
Journal of Marketing, 52-55.
Nohenesi, M. R. (2011). the study on consumer preference on instant foods. international , 20-23.
P.Selvarajn. (2006). Consumer Attitudes towards RTE Packed food products. The Seventh
international research conference on management , 322-332.
Reichheld, F. (1994). Brand Loyalty effect. National , 25-30.
Consumer Satisfaction Towards the Knoor Soupy Noodles and Soup in HUL

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St.

Joseph’s Institute of Management (JIM)

A Study on Consumer Satisfaction Towards the

Supervisor: Prof.Sahaya Restina James

R.JAICHANDRAN(17PBA245) during 2017-2019 at St. Joseph’s Institute of Management, St.

the part of the candidate.

VIVA VOCE Examination has been conducted on:

Internal Examiner External Examiner

LIST OF TABLES ……………………………………………………………………………V

PROFILE OF THE INDUSTRY AND COMPANY:

1.2. CONCEPTUAL AND THEORETICAL FOUNDATIONS OF THE TOPIC……………2

1.3. IMPORTANTS AND SCOPE OF THE STUDY…………………………………………6

1.4. LIMITAITON OF THE STUDY………………………………………………………….7

1.5. PROFILE OF THE INDUSTRY………………………………………………………….7

1.6. PROFILE OF THE COMPANY………………………………………………………….7

REVIEW OF THE LITERATURE:

2.1. AWARENESS OF THE CONSUMER……………………………………………………11

2.2. FACTOR INFLUENCING CONSUMPTION…………………………………………….12

2.3. BRAND LOYALITY………………………………………………………………………13

2.4. INSTANT FOODS…………………………………………………………………………13

3.1. FORMULATION OF RESEARCH PROBLEM………………………………………….14

3.3. OBJECTIVE OF THE STUDY……………………………………………………………14.

3.5. HYPHOTHESIS OF THE STUDY………………………………………………………..15

3.6. RESEARCH DESIGN…………………………………………………………………….16

3.7. STUDY POPULATION AND SAMPLING PROCEDURE………………………………17.

3.8. SOURCES OF DATA COLLECTION…………………………………………………….17

3.8.1. PRIMARY DATA………………………………………………………………………..17

3.9. TOOLS AND PROCESS OF DATA

3.10. STATISTICAL TOOLS USED……………………………………………………………18

3.11. LIMITATIONS OF THE STUDY…………………………………………………………18

FINDING SUGGESTIONS AND CONCLUSION

5.1. FINDING BASED ON INTERPRETATION………………………………………………42

5.3. SUGGESTION FOR FUTURE RESEARCH………………………………………………43

Table 4.1: Age of the consumer preferring noodles and soup……………………. 20

Table 4.2: Gender wise preferring noodles and soup…………………………….. 21

Table 4.3 Education Qualification………………………………………………….. 22

Table 4. 4 Occupation wise of the consumer……………………………………….. 23

Table 4.5 Income of the consumers……………………………………………………24

Table 4.6 Marital Status………………………………………………………………..25

Table 4.7 Type of the family……………………………………………………………26

Table 4.8 Type of noodles and soup……………………………………………………27

Table 4.9 Place of purchase……………………………………………………………..28

Table 4.10 Brands of noodles and soup…………………………………………………29

Table 4.11 How often buying noodles and soup………………………………………..31

Table 4.12 Reason for buying noodles and soup………………………………………..32

Table 4.13 The satisfaction level towards noodles and soup…………………………...33

Table 4.14: Rating level of the Knorr noodles and soup………………………………..34

Table 4.16: Influencing factors to buy Knorr noodles and soup………………………36

Table 4.17: Consumption of the noodles and soup………………………………………..37

Table 4.18: Rating of Nutrional Quality……………………………………………………38

Table 4.22: Brand and source of information………………………………………………..42

Table 4.24: Chi-Square Tests of Reason of purchasing and Education……………………44

Figure 4.1: Occupation………………………………………………………….20

Figure 4.2: Family Type…………………………………………………………22

Figure 4.3: Place of purchase noodles and soup………………………………..23

1.2 Conceptual and theoretical foundations of the topic

Targeted customers and consumers

Brand personality is a set of human traits attributed to a brand (Keller, 2008).

Married with children

Kids early teens

Primary /secondary school

Upper middle, Low upper and upper- upper class

1.3 Importance and Scope of the Study