A Comparative Study of Consumer Buying Behaviour and Satisfaction towards Instant Noodles in Jammu City
Loading...
Date
2018-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The present investigation entitled “A Comparative Study of Consumer Buying Behaviour and Satisfaction towards Instant Noodles in Jammu City” was carried out on the basis of primary as well as secondary data. 200 respondents from Jammu district were selected to conduct the study. The present research is descriptive research and convenience sampling tools were used in the present study. The research tools used in the study are Pie Chart, Bar Graph, Percentage analysis & Garret ranking.
Many fast food items have flooded the markets but noodles remained as the most popular item of all of them, as it is cheaper, very easy to make and nutritious. Urban and semi-urban markets are controlled by Maggi and other players are Top Ramen and other brands.
From the study it is inferred that 57.5 per cent of the respondents were in the age group of 15 - 25 years. 52 per cent of the respondents were male. 53.5 per cent of the respondents were graduated. 43.5 per cent of the respondents were students. 56.5 per cent of the respondents marital status was single. 65.5 percent of the respondents belong to the nuclear family. 49 percent of the respondents had a family size of 4-6 members. 37.5 per cent of the respondents had two children. 30 per cent of the respondents had an annual income of more than three lakhs. Out of the total 40.5 per cent of the respondents preferred Nestle Maggi, 31 per cent preferred Sunfeast Yippee, and 37.5 per cent were neutral towards the brand preference.
From the study it was found that 85.5 per cent of the respondents heard about the Maggi muddle case. Given the above data it can be re-instated that the controversy had happened on a massive scale. 63.50 per cent of the sample has said that they didn’t believe Maggi Noodles to contain unhealthy levels of lead and MSG up until 2015. However, the opinions of the rest of the respondents can be seen to be divided between the other two options. 28.5 per cent of the people said that they believed Maggi to contain unhealthy levels of lead and MSG while 8 per cent were skeptical and thus couldn’t decide. More than half the sample size, i.e. 57.50 per cent said that during the ban on Maggi Noodles they temporarily shifted on to another brand(s), while 24 per cent said that they completely switched over to a new brand. The love for Maggi is quite evident. When asked whether people have stopped buying Maggi Noodles after the Maggi Muddle, 61.50 per cent replied as No while 38.50 per cent said yes.
Description
Keywords
null