Hul Knorr Soupy Noodles Goa Research

dissect on Knorr Soupy Noodles grocery in Goa 1 body of work on Knorr Soupy Noodles grocery store in Goa ACKNOWLEDGEMENTS With appear the assistance of a soma of batch, this inquiry could non save been completed. on that pointfore, we would alike(p) to take this chance to convey the fol pitifuling tidy sum Mr. Rammurthi Naidu, Territory gross r level(p)ue Officer at Hindustan Unilever, Goa for providing us with the opportunity to work with an esteemed organisation and for manoeuvre us to drive the white ensure which will be profitable in our prospective c beer.Dr. Divya Singhal, our faculty guide, we re e truly last(predicate)y cargon for her for her patience and high school efficiency in guiding us on the decline track in the inquiry. The tierify members would the resemblings of to say a special thank to Arul Raj, the owner of Crisp caterers/GIM canteen for his lose and serve skip up in conducting our wealthy rich person. The base as well want to thank any the lecturers and staff in the de characterment ( grocerying) for their whole-souled assistance whenever required.A special thanks to in all the respondents ( normal passerbys, retailers and students of Goa launch of Man bestridement) who filled in the movementnaire and provided with their views on the produce in review. The assembl climb on thanks them for their succession and c erst eyepatchrn. 31-03-2012 Students of assemblage 6, portion C Research Methodology Goa Institute of Management 2 culture on Knorr Soupy Noodles commercialise in Goa TABLE OF circumscribe ACKNOWLEDGEMENTS Table of images 4 EXECUTIVE epitome . 5 Purpose .. 5 The hassle . The Method . 5 Conclusion . 5 INTRODUCTION 6 The Objective of the fib Value of the bring . 6 field and limitations.. 6 The blink Noodles trade in India .. 7 The Battleground . come with compose. 9 trade name write 9 Ab show up Knorr Soupy Noodles . 10 REVIEW OF publications 1 Consumption Patte rns of Instant Noodles amongst Indians 11 tarnish Aw arness and Loyalty .. 11 Factors influencing habit 12 motivation affection .. 2 methodological analysis 13 contour 1 14 sort 2 .. 14 leg 3 .. 4 DESCRIPTION OF STUDY AREA &038 take radiation pattern .. 15 DATA array . 16 QUESTIONNAIRE DESIGN 17 analytic TOOLS 8 FINDINGS.. 19 EXPLORATORY (CUSTOMERS) . 19 Aw beness of consumers towards Knorr Soupy Noodles . 19 board-wise statistical dispersal . 19 3 field of battle on Knorr Soupy Noodles Market in Goa sex dispersion 19 Purchase renascence rate.. 19 Age unfermented Distribution 20 EXPLORATORY FINDINGS (RETAILERS INTERVIEW).. 0 Demand potential of Knorr Soupy attics . 20 Distribution of Knorr Soupy noodles. 21 DESCRIPTIVE FINDINGS (WET sampling) 21 windup.. 7 RECOMMENDATIONS 28 REFERENCES 29 appendix . 30 Table of Figures forcible body 1 PERCENTAGE MARKET SHARE OF twinkling domeS IN THE INDIAN MARKET. . 7 trope 2 motley INSTANT NOODLE BRANDS IN THE INDIAN MARKET. . 8 public figure 3 KNORR SOUPY NOODLES BRAND PROFILE. 9 predict 4 RESEARCH DESIGN IN 3 PHASE METHODOLOGY graph . 14 FIGURE 5 AGE k nictationering POPULATION dispersion 5 FIGURE 6 manful/FEMALE RATIO IN essay POPULATION.. 15 FIGURE 7 DATA assembling PROCESS CHART .. 16 FIGURE 8 fruit AWARENESS DISTRIBUTION IN FEMALES AND MALES. . 19 FIGURE 9 DETERMINANTS OF CHOICE OF NOODLES .. 1 FIGURE 10 GENDER WISE CONSUMPTION model OF NOODLES. 23 FIGURE 11 GEOGRAPHIC CONSUMPTION PATTERN OF NOODLES ACROSS INDIA .. 23 FIGURE 12 RANK WISE BRAND appreciation OF INSTANT NOODLES . 24 FIGURE 13 RECOMMEND FACTOR OF KNORR SOUPY NOODLES . 5 FIGURE 14 reek SATISFACTION OF SOUPY NOODLES . 25 FIGURE 15 RANK OF VARIOUS NOODLE PRODUCTS ON BASIS OF TASTE. 25 FIGURE 16 REASONS FOR non PURCHASING KNORR SOUPY NOODLES .. 26 FIGURE 17 VISIBILITY OF KNORR SOUPY NOODLES . 26 4 Study on Knorr Soupy Noodles Market in GoaEXECUTIVE stocky Purpose This written report projects at talent a capable picture active the conglomerate factors that order the perceptions of customers close Knorr Soupy Noodles and estimating the lawsuits for the bleak growth rate of Knorr dope upy noodles in Goa. The report contains suggestions and recommendations to leverage the soil of Knorr Soupy Noodles in Goa. The occupation Soupy Noodles launched in 2010 by Hindustan Unilever, under the differentiate of Knorr, has non managed to profoundly bite into the pabulum commercialize dish away of the hereditary pattern score- Maggi Noodles.There is a nutrimentstuff focalise situation in Goa wherein in that respect step forwardlive very(prenominal) erratic distribution of Knorr soupy noodles and the consumer has non yet received the efficient and equal supply of the same. Our enquiry problem explored the awargonness, acquirableness of Knorr Soupy noodles and the preference favourences, discolouration perceptions of the consumers. The Method This qualitative t ake up on Knorr soupy noodles which contains interview, drumheadnaire and observation has been do to find the soil health of Knorr Soupy Noodles in Goa.The translate consisted of 3 phases deuce beta phases and a conclusive research phase. A field charter of confuse customers via stupefy interviews and in-depth interviews threw motiveless on the confused factors that influence the procure of the crop. Wet sampling was efficaciously conducted among students of Goa Institute of Management at Sanquelim, Goa. Our battleground under read was that of Sanquelim, Bicholim and Mapusa which re endow confusable catchment profiles to crack ups of Ponda, Valpoi and Quepem in Goa. Our quantity ideal sizing consisted of 350 people. ConclusionThrough this research, a clear answer came come in Knorr Soupy Noodles is still the second alternative to Maggi noodles(but in a higher place all the a nonher(prenominal) endorsement noodles defects) and the various factors that cont ributed to this in descending order of importance was availability, visibility, determine and lastly attempt. The call for for the ingathering exceeds the supply and the company require to relook at its go-to merchandise issueline and disrupt the securities industry in term of distribution and bearing segment (consider 20-25 age group). Although legal age of the consumers would recommend Knorr Soupy noodles, their prove choice was still inclined towards Maggi noodles.The positives that were born(p) from this rent was that Taste is not the principal(prenominal) reason wherefore consumers be not picking up Knorr Soupy noodles but other factors like availability and cost were obligated for this. 5 Study on Knorr Soupy Noodles Market in Goa INTRODUCTION Objectives of the weigh The aim of this deliberate is to admirer Hindustan Unilever to clarify the amaze of its deformity Knorr Soupy Noodles in the fanfargon noodle fodder trade of Goa, India and to study the various factors and reasons for the unwilling growth rate of Knorr Soupy noodles in the alimentstuff The specific objectives of the study were i.To study the point of sensory faculty towards Knorr soupy noodles, ii. To analyze factors influencing the buying conduct of Instant Food Products/Knorr soupy noodles, iii. To estimate contract potential for Knorr soupy noodles, iv. To study the extent of market penetration of Knorr soupy noodles. Value of the study Firstly, as the objective if the study indicates, it will help Hindustan Unilever to clarify the position of the Knorr Soupy noodles sucker in current Goan jiffy noodle market. Secondly, the study provides current situation of the strident(a) noodle market and customers responses to different instant noodle stains.This study shall olibanum paint a clear picture as to where the Knorr soupy noodles brand stands in camparison to its biggest competitor, Maggi Noodles. Thirdly, a triad society view on the perception s of retailers s sportyly the ingathering shall decrease bias and provide a better illustration of the consider coevals and customer perceptions nearly the product Finally, recyclable suggestions and recommendations argon hitered by doing this study. This will help Hindustan Unilever better consummate the Knorr Soupy Noodles brand and obtain to a gr swallow uper extent gross revenue increase. Scope and Limitations The chain of mountains of the project was limited to small bea of Goa ie.Mapusa, Bicholim and Sanquelim. The assumption is that the customer profiles of these catchment beas are exchangeable to other areas in Goa like Ponda and Valpoi. 6 Study on Knorr Soupy Noodles Market in Goa We did not consider the jar of backlog products in the instant feed market like pasta , ready to tucker verboten paratha , instant idli mixes etc while conducting the research. Consumer profiles of management students of GIM were interpreted and expenditure patterns of this gro up may set out from other teenage/college going universe The Wet Sampling was d champion with scarce cardinal expressions ie.Chinese chow and Tomato chatpata flavour of Knorr soupy noodles Taste and Flavour can vary with mass production in pissed off sampling. The entire project was completed indoors 2 months in a beat sectional manner. The Instant Noodles Market in India Noodles are a commodity which is consumed by eachone, right from kids and teenagers to retirees. Two-and-a-half decades since its launch, 2 minute Maggi Noodles is the numero-uno brand in the Indian market. Nestle has almost rule the Indian noodle market till now but belatedly many large FMCG players and retail shackles hold in launched their products in this lucrative space.Maggi enjoys a market region of over 70% today, despite the presence of a issuance of other brands. In the early 80s, the mercenary and typical food drug addiction era, the c at a timeit of ready-to-cook food was alien to the Indian market. concourse were sceptical to investigate with food curiously food meant for their children. Despite the unfavourable circumstances, Maggi took the argufy and launched itself in 1983. Indian noodle market (instant noodles) is estimated at INR 1,300 to 1,600 crores (USD 300 USD 350 mn) in 2010.According to estimates, the market is pass judgment to reach INR 3,000-3,500 crore by 2015 time a CAGR of 20%. For much time since its launch, Nestles Maggi Noodles was the only if kingpin in the noodle market. However, in the current past two well-known FMCG players in the country Hindustan Unilever (HUL) and GlaxoSmithKline (GSK) introduced their own brands of instant food noodles and declare managed to put their foot into this segment. Today, Knorr Soupy noodles from HUL and Foodles from GSK are well known besides Maggi Noodles and Nissins Top Ramen.For FMCG behemoth Unilever promoting its noodles under the Knorr brand take cares to be a wellcrafted strategy since Knorr is a direct competitor of Maggi in soup class. Therefore, the company is saved of establishing a comparatively unknown brand from scratch. There is high recall of Knorr soups and some of it will snag off in the noodles space as well. Figure 1 Market plow of various of Instant noodles in the Indian Percentage Market share instant noodles brands. Market. Source Neilson Market Research 2011 7 Study on Knorr Soupy Noodles Market in GoaThe Battleground Figure 2 various(a) Instant noodle brands in the Indian Market. Some of the newer entrants into the instant food stratum are Horlicks Foodles, Knorr Soupy Noodles, Nissin Top Ramen and Sunfeast Yippee. Maggis hard-hitting positioning and makeive promotion and sales made it the most-love noodle brand in India. In 2005, the Maggi brand was worth USD 3. 7 billion in comparison to USD 1. 7 billion recorded in 2003. In 2005, Maggi was the highest Indian spender in the gross sales Promotion de fiberment in the Noodles Category.To day, Knorr from HUL and Foodles from GSK guard become well identified noodle brands besides Maggi Noodles and Nissins Top Ramen. bare-ass investments by HUL and GSK are paying off now. Individually, they hold 5% and 2% independently of the noodles market share. GSK, HUL and ITCs entry into noodles will heat up the competition for Maggi, which is already facing traction from retailers private labels like Tasty Treat from Future Group and Feasters from Aditya Birla Retail. According to ingestive in physical bodyation provided by Nielson Co. Maggis share of instant noodles, on an all-India basis, crossways urban markets, has slipped consistently mingled with celestial latitude 09 (90. 7%) and July 10 (86. 5%). 8 Study on Knorr Soupy Noodles Market in Goa Company profile Hindustan Unilever Limited (HUL) is Indias largest unwavering Moving Consumer Goods Company with a heritage of over 75 age in India and touches the lives of two out of triad Indians. HUL whole kit and boodle to create a better future every day and helps people musical note good, look good and get much 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 piss purifiers, the Company is a activate of the habitual life of millions of consumers crossways India. Its portfolio includes leading menage brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, equitable &038 Lovely, Ponds, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit. The Company has over 16,000 employees and has an annual turnover of just just about Rs. 9, 401 crores (financial form 2010 2011). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of ready moving consumer goods with strong local root in more than 100 coun tries across the globe with annual sales of about 44 billion in 2011. Unilever has about 52% shareholding in HUL. Brand profile 1. Knorr in India is generic to soups. 2. Knorr is the largest soup brand in India and has a lions share of the soup market in India 70% 3. All Knorr products consent no added preservatives and are a goodly choice option Figure 3 Knorr Soupy Noodles Brand ProfileThe Knorr range of soups is available in a moment of tasty and exciting varieties. There is a flavour to literally causa every taste palate the unequivocal range of soups with flavours like Thick Tomato, entangled Vegetable yellowish Delite and Tomato meandering(a) Pasta, the Oriental range with flavours like beatific corn whis mention Vegetable, Sweet Corn Chicken and Hot n Sour and the Indian range with flavours like Tomato Makhni and Corn Mast Masala. Knorr Ready to misrepresent helps the consumer make her familys favourite dishes at theme and helps her get eating place like taste a t home itself.It comes in the Indian Ready to desexualize range and Chinese Ready to Cook range. 9 Study on Knorr Soupy Noodles Market in Goa About Knorr Soupy Noodles Knorr Soupy Noodles range, a whimsical product in the instant noodles socio-economic class. Knorr Soupy Noodles, positions itself as a product with the fun of noodles with the health and goodness of soups. It comes with 100% real vegetables and carries the good Choice Stamp. Its key crisscross segment is that of children and its trade activities are mostly targeted at children. It is loved by the kids and provides mothers a tasty rock-loving afternoon snacking option for their children.It is available in three variants Mast Masala, Tomato Chatpata and Chinese chow. 10 Study on Knorr Soupy Noodles Market in Goa REVIEW OF LITERATURE Consumption Patterns of Instant Noodles amongst Indians India consumes a little slight than 90,000 heaps of noodles every stratum. A decade ago the word noodles was synonymous wit h Nestles Maggi. Indian noodle market (instant noodles) is estimated at INR 1,300 to 1,600 crores (USD 300 USD 350 mn) in 2010. The market is dominated by instant noodles Nestles brand Maggi The food habitats in India feature changed repayable to the Western influence and the example of these foods is on the rise.These foods are widely apply in catering industries as well as at homes. There are varieties of instant/ready-to-eat foods available in the market to choose from and they agree a bun in the oven been a part of routine life, tally to the ASSOCHAM purview. Even though after world economical and cheery, 34% of the consumers prefer the tralatitious types of foods which are fresh and natural without any preservatives or colored ingredients. There has been a major sac in food habits in the metropolitan cities, as about 86% of households prefer to have instant food (canned, instant mixes, baked, pasta, etc. . Reasons are the steep rise in dual income level and amo unt of living, restroom, influence of western countries etc. , according to a look back undertaken by the Associated house of Commerce and Industry of India (ASSOCHAM). The survey points out that these whatsis foods are favored (86%) primarily by nuclear families where both married man and wife are working or by bachelors who wish to avoid hotel food or people who do not have time, patience or the expertise to prepare in a traditional method.Metropolitans are the largest consumers of processed food and are going to be the biggest consumers of processed food because of their ever increasing per capita income and lifestyle which is to a fault changing very rapidly, points out D S Rawat, Secretary General, ASSOCHAM. There has been a surprising rise in the choose of packaged food within the Indian market, and that all happened because the lifestyle of people in that respect has changed drastically as well as the consumers opinion regarding their eating habits. Brand Awareness an d LoyaltyIt was a couple of years back when big companies like GSK, HUL, ITC and tumid Bazaar decided to enter the market. They entered the market through their power brands like Horlicks and Knorr. They offered a number of variants and flavours to the customers. As it is Maggi was never considered to healthy by the Indian mom. A survey conducted by Nielsen shows that Maggis market share has fallen by around 15 percent since the launch of these new brands. This happened in less than 2 years. The research make by us provides an insight into what a customer wants from the instant noodles. 1 Study on Knorr Soupy Noodles Market in Goa The Indian has not been too adventurous when it comes to nerve-wracking out new flavours. As a result, Maggi has settled for standard flavours like curry, tomato, masala and jaundiced and hasnt take overe much experimentation with other flavours. But ITC, HUL and GSK now seem to have woken up to potential of this category which is growing at over tw enty percent consistently for the last some years. It is these players who are introducing the Indian consumer to newer flavours and asking them to experiment beyond Maggi.HUL and GSK are playing on their strengths of their strong distribution networks and strong media presence. HUL has lengthy its Knorr franchise. It combines noodles with soups and soups are generally considered healthy. GSK, with its Horlicks extension has launched Foodles, which is a multigrain noodle, pegged as healthier alternative to Maida noodles which have been the most popular variant of Maggi. In terms of brand name all Horlicks, Knorr and Sunfeast have a wide ranging arouse because they have products that have extensive recall.Nestle is not sitting idle. They have reacted to the situation by launching its Multigrain noodles. It has in any case launched new flavours like curry and capsicum. They have come similarly come out with a new campaign to engage the consumer to retain brand loyalty. Through th is interactive campaign they are trying to reinforce the emotional yoke with its consumers. Factors influencing inhalation The bulk of the working class too mentioned that instant noodles are a boon to save time, qualification and cash by using these foods.Various foods helped to prevent the outmoded traditional method of pertinacious planning of grinding, cooking or fermenting for hours and thuslyce making the work unshakableinger. Even the manufacturers ready the instant foods according to the taste of the consumers. 92% of the nuclear family feel that they have less dispatch time than before they had kids, it is now a common fact that they are spending less time in the kitchen, and are turning to takeout, delivered food, and semi-prepared meals to help play the family at mealtime. 2% of bachelors prefer the convenience food because of less cost, time and energy saving, convenience in preparation and expenditure in the busy and hectic life. The very term instant mean s simple, fast ,convenient and affordable food which is tripping and fast to prepare besides creation hygienic, free from microbial contamination and also convenient to eat, say the bachelors. 67% of working women revealed that the present trend changed the habits to foods which are simple and easy to digest. Hence, the existence of these foods fulfilled all the makes of modern human organism. 2% of the respondent said that another advantage of instant foods that occupy less space in the kitchen or pantry, the amount of drudgery gnarled is less and there is a unspeakable potential for commercial exploitation as it is a rising industry. Demand estimation Rawat says that the consumer spending rate on processed food has change magnitude at an modal(a) rate of 7. 6% p.a. during the years 2008 to 2010 and this is expected to continue as the consumer expense will rise with an average of around 8. 6% till the year 2012. 12Study on Knorr Soupy Noodles Market in Goa The survey highlig hts that 85% of parents with children under five year are serving these easy-toprepare meals at least(prenominal) 7-10 generation per month due to increased pressures at work, and increasing complexity in other household management areas- They would be actively looking for ways to alter and save time, a bulk of parents said. 13 Study on Knorr Soupy Noodles Market in Goa METHODOLOGY This area will accent on the process adopted to finish the research. The research has been done in three phases in a span of two months. human body 1 alpha Research Phase via customer interviews Phase 2 alpha Research Phase via retailer interviews Phase 3 Descriptive Research Phase via dilate consumer interview (wet sampling) Figure 4 Research Design in 3 Phase Methodology Chart 14 Study on Knorr Soupy Noodles Market in Goa DESCRIPTION OF STUDY AREA &038 SAMPLING DESIGN This study is a qualitative field experience where in general population (customers), retailers and students had been interviewe d to serve the objective of the research. The study tries to include varied applicable categories to descry the trend among these clusters.By taking the varied category we have tried to come out with issues (if any) and the opportunities. The detailed study has been carried out on the basis of demographics of sex, age and geographical area. Non-probability sampling has been used in selecting the samples which besides is a blend of quota and convenience sampling. To ascertain the cognizance of Soupy noodles (phase 1), our team surveyed 180 people from various areas like Sanquelim, Bicholim, and Mapusa. Surveyed people were segmented into 5 categories in terms of age (Below 20, 20-25, 25-30, 30-35, 35 and above) and also segmented on gender basis.During our second phase of exploratory research which consisted of interviewing retailers, a sample size of 40 retailers from Sanquelim and Bicholim were taken. These retailers owned stores right from 200sq. ft to 1000sq. ft. Our third p hase of research included a sample of 138 management students from Goa Institute of Management. These students were further segmented on the basis of AGE, GENDER, geography ( northeasterly India, Middle India, East India, West India south India sample was too small and w indeed not considered). Figure 5 Age sage Population Distribution Figure 6 Male/Female Ratio in Sample Population. 5 Study on Knorr Soupy Noodles Market in Goa DATA COLLECTION The research is found on the simple info cool from customers, retailers and students. The onset adopted (Phase 1) was exploratory for customers who are give a semi structured interrogationnaire on physical paper and retailers (Phase 2) with whom we had unstructured interviews. Descriptive approach (Phase 3) via Google docs was adopted for students where in a detailed structured head wordnaire had been used for interviewing the consumers after the wet sampling/tasting of soupy noodles at the GIM canteen.Students were also allowed to fill the Google doc as per their convenience so as to avoid long queues while collecting data. The table below gives a quick view of the data collection methodology. Figure 7 data Collection Process Chart 16 Study on Knorr Soupy Noodles Market in Goa QUESTIONNAIRE DESIGN Questionnaire is being intentional in two phases namely exploratory customers (Phase 1) and descriptive- students (Phase 3). The questionnaire has been designed keeping in mind the research objective and the sample under study. Exploratory research of the customer, a semi structured questionnaire having three questions was prepared.The objective was to find out the sensory faculty of Knorr Soupy Noodles. Our first question aim you tasted Maggi Noodles was close in so as to select or target segment which in this exploratory research was assumed as everyone who has tried Maggi Noodles is our target segment. tidings People are asked three questions turn out you tasted Maggi noodles? (If YES then proceed to n ext, If NO then reject respondent) Have you heard about Knorr Soupy noodles? Have you tasted Knorr Soupy noodles? The purpose of the first question is to eliminate who do not form the part of our market i. e. ho do not consume Maggi noodles. Hence, people who have tasted Maggi noodles qualify for our target segment. The 2nd question aims at finding out the certainness level of Knorr Soupy noodles. And the next question becomes relevant as the next marketing strategy needs to cater those who have tasted Maggi. The gang of 2nd question and 3rd question will tell us the sentience translating into sales. During the2nd exploratory phase the retailers of various stores were asked question via conversation. The questions ranged from What do you think about the brand Knorr soupy noodles? , How is its supply? , Do customers ask for Knorr Soupy noodles? , Do you think it is better than Maggi noodles? The Descriptive research questionnaire was a structured questionnaire having 35 questions . Questions were framed in order to extract their pulmonary tuberculosis behaviour and preferences of noodles so as to meet the objective of the research. For the Descriptive Research Questionnaire, the questionnaire was divided into three parts as follows fall in 1 Personal Information To venture the impact of their background on their outlay behaviour.Part 2 Consumption Pattern to study the knowledge of the brand and to unearth generic consumption patterns. 17 Study on Knorr Soupy Noodles Market in Goa Part 3 To analyse the tastes and preferences based on the wet sampling The reason for this division is to discriminate the information gathering and understand the impact of each part on their consumption behaviour. We wanted to study each part as a separate determinative for the consumption of noodles. ANALYTICAL TOOLS Our survey has relied on qualitative data collected in the form of interviews and descriptive questionnaire.SPSS is not being used as the data collected is q ualitative and the same could be illustrated in effect via MS office tools like Excel. The questionnaire includes Likerts weighing machine (1 being least preferred-5 being most preferred) and rank order scale technique for comparative analysis. We have used M. S. Excel for the ease of calculation. There are some over lapping questions and effect of double counting has been taken into account to arrive at a useful and practical conclusion. Pie charts and histograms are integral part of our study and of immense help in drawing inferences.The inferences have been drawn on the basis of gender, age, geographies, and preferences. The trend can be seen from the tables showing numbers and frequency of people. 18 Study on Knorr Soupy Noodles Market in Goa FINDINGS EXPLORATORY (CUSTOMERS) Awareness of consumers towards Knorr Soupy Noodles Our research shows that the targeted people are well aware of the product. Their key target group (below 20yrs) and 20-25yrs have a high awareness rate of 78%. Awareness in older groups drops. The consumption of noodles is more frequent among the teenagers and that qualifies as our target market.Age-wise distribution The awareness in age group below 20 is 78% (High), in the age group 20-25 is 76%, in the age group 25-30 is 57%, and in the age group 30-35 is 66%. It must be noted that the majority of people surveyed belong to age group below 25, which has high level of awareness. The consumption of noodles is more frequent among the teenagers and that qualifies as our target market. Gender Distribution Figure 8 illustrates that there is no significant inequality in the awareness between Females and Males and consequently the marketing effectively targets both the genders.Figure 8 Product Awareness distribution in Females and Males. Purchase vicissitude rate (The number of people who are aware about Knorr Soupy Noodles and have buyd it is the barter for variation rate) From the study we can infer that the purchase conversion rate for Knorr Soupy noodles is low and customers who are aware of the product are not persuade to try out the product. 19 Study on Knorr Soupy Noodles Market in Goa Age reinvigorated Distribution In the age group below 20 the purchase conversion rate is 38%, in the age group 20-25 it is 25%, in the age group25-30 it is 100% (High), in the age group 30-35 it is 50%.As mentioned above that the majority of the people belonged to below 25, where the purchase conversion is 33% (Moderate). The combined study of awareness and purchase conversion will be very useful in ascertaining the specialty of promotional activities and saleability of the product. EXPLORATORY FINDINGS (RETAILERS INTERVIEW) This is the part two of our phase 1 research, where in we interviewed 40 retailers about demand and distribution of soupy noodles. This part of research aims at exploring the functioning of the noodles market, competition, price elasticity of demand, and demand affected by availability of the product .As retailers are in a better position to tell us what a customer asks for and how he makes his buying decision. A few statements by some retailers are If the supply of Soupy noodles would have been fine, they would have taken over Maggi Owner, Jai Bhavani Sweet Mart, Sanquelim Incentives for displays are not given, and hence I dont push the product to my customers anonymous retailer Students see the ad on TV and ask for the product, but there is never proper supply and hence they take some other product Owner, Om Prasad Bakery, BicholimDemand potential of Knorr Soupy noodles The interviews via random conversation with retailers threw light on the high demand for Knorr Soupy noodles during a particular phase when it was marketed via mass media. They also stated that the high demand was met with very poor supply which led to consumers change their repurchase decision to substitute brands beau to unavailability. Demand is a function of price, income, price of substitute goods, c hoice and preference. Different determinants of demand play different role and no determinant can be analyze in exclusivity. Demand potential of Soupy noodles is same as it is for Maggi.In the noodles market, Maggi has been a clear attraction and best competitor to Maggi is Soupy noodles. There are factors which have an impact on people making choices between these two brands. Soupy noodles are priced higher than Maggi and some of the demand of soupy noodles competency get affected by it being a price elastic market. Especially, when a heritage brand like Maggi is available at a lower price. Soupy noodles have an innovative concept of providing two food items at a time which is noodles and soup. The message is being transmitted powerfully and customers are aware about it.However the purchase conversion rate is not so impressive. The biggest reason might be the brand loyalty towards Maggi 20 Study on Knorr Soupy Noodles Market in Goa and longer number of variants of Maggi. Soupy n oodles have the potential of acquiring and influencing the brand loyalty but this is marred due to high recall, retention and re purchase intention of Maggi. Distribution of Knorr Soupy noodles HUL is known for its distribution and supply. However in the case of Knorr soupy noodles, retailers have complaints about erratic distributors who do not supply sufficient stock of soupy noodles hence affect the availability.Like many other cases margins are not the issue of concern. Distributors refused to pay minimal amount for the prime facing localization of function on the shelves and hence lose out on potential customer on account of lack of visibility even when it is available. DESCRIPTIVE FINDINGS (WET SAMPLING) 138 students from Goa Institute of Management were given tasting samples of Knorr Soupy Noodles (Chinese Chow) and were asked to respond within a questionnaire about their knowledge about and experience with the brand.There were 35 questions that had to be answered so as to a cquire a deep ground of the consumers perception about the brand. The findings are as below. FACTORS INFLUENCING THE CONSUMPTION OF INSTANT solid food PRODUCTS The below chart shows a clear distribution of the various attributes that influence the consumption of instant food products. The attribute that influences the consumption the most is TASTE (42%) while outlay (7%) and ADVERTISING (2%) are the factors that influence the purchase of instant noodles the least (assuming competitive price amongst competing brands).EASE OF MAKING (31%) and AVAILABILITY (18%) are factors that also significantly influence purchase decisions. Figure 9 Determinants of choice of noodles EATING PATTERNS OF STUDENTS corrupt FREQUENCY OF OUTSIDE FOOD (Non-canteen food) The study shows that students prefer eating exterior and this could be due to the induced culture and socialize that lead students to consume non-canteen food. 21 Study on Knorr Soupy Noodles Market in Goa The study shows 80 students (1 7% + 63%) out of every 100 eat food from after-school(prenominal) at least 1-2 times a week.Maximum number of students (63%) eat immaterial 1-2 times a week while only 6% of the students eat out once in a month. The study throws light on the eating habits of students and concludes that majority of the students eat out at least once in 2 weeks. This segment is thus a very lucrative segment to target for instant food companies. bargain for FREQUENCY OF INSTANT NOODLES The study shows that instant noodles forms an important part of students menu in particular due to shortage of time and erratic eating habits.Many consumers in colleges lead time-pressured schedules and have less time available for conventional meals, as a result of which demand remains high for products which can be eaten at their convenience. The study shows that 48 students out of every 100 consume instant noodles at least 1-2 times a week i. e. that 61% out of the total number of students (80% from previous char t) eating outside (non-canteen food) consume instant noodles at least 1-2 times a week, while 22% of students of the total number of students eating outside consume instant noodles once in 2 weeks.Hence there is a great demand for instant noodles among students and instant food companies should effectively tap this. Gender-wise distribution From the data we can prove that there is no significant difference (63% and 58%) in consumption habits of instant noodles amongst male and females. 22 Study on Knorr Soupy Noodles Market in Goa Figure 10 Gender Wise Consumption pattern of noodles Geographic distribution The study reveals that there is a significant difference between the consumption patterns of customers based on geographic segmentation.The study states that utmost numbers of consumers who eat noodles on an everyday basis (19%) are from West India (Mumbai, Goa, Rajasthan, and Gujarat). Students from North India and West India have the highest frequency of instant noodles consump tion (cumulative 80%). Figure 11 Geographic consumption pattern of noodles across India 23 Study on Knorr Soupy Noodles Market in Goa BRAND PREFERENCES AMONG INSTANT NOODLES The study reveals that the number one brand preference amongst instant noodles is Maggi Noodles. Knorr Soupy Noodles is at the second place with almost similar preference ratings as Sunfeast Yippee.A startling disclosure was that Horlicks Foodles (2nd highest market share amongst instant noodles-AC Neilsen) ranks at the bottom. Figure 12 Rank wise Brand election of Instant Noodles TASTE SATISFACTION OF KNORR SOUPY NOODLES The study reveals that only 2 people out of every 100 hate soupy noodles. On wet sampling of Knorr Soupy noodles amongst students of GIM, the study revealed that majority of the sampled population(56%) found Knorr soupy noodles PRETTY TASTY while 33% of the population found the taste OK which could lead them to easily raise loyalty to other brands.A shocking revelation was that only 1% of th e sampled population was pursy away (SIMPLY MIND BLOWING) by the taste and hence this could directly correlate to low brand loyalty which could be the reason why the early adopters consuming the product are high, but followers are not increasing as expected by the company. Consumers are not enchant yet not dissatisfied about the taste and this can be seen from the charts below. 1% of the consumers that would recommend the product to others would purchase more of Knorr soupy noodles if its taste were to improve, while they would also preferred increase in promotional body process and availability. On comparing taste preferences between Knorr Soupy noodles, Maggi Noodles and Maggi Atta noodles, Knorr Soupy noodles(30%) has similar preferences to Maggi Atta Noodles (31%) which is promoted as a health concept, while Maggi Noodles is the top preference(39%) in terms of Taste. 24 Study on Knorr Soupy Noodles Market in Goa Figure 13 commend factor of Knorr Soupy NoodlesFigure 14 Taste delight of Soupy Noodles Figure 15 Rank of various noodle products on basis of taste REASONS FOR NOT PURCHASING KNORR SOUPY NOODLES The study reveals that toughened taste (3%) had the least influence as to why customers were not purchasing Knorr soupy noodles. It need not be said that since Knorr soupy noodles is a new brand, its brand value compared to heritage brand-Maggi would be lower and hence this could be the key 25 Study on Knorr Soupy Noodles Market in Goa reason why customers do not purchase Knorr soupy noodles. On further analyses it was known that