Are We Nodding for the Noodles? – An Empirical Evidence among the Bengaluru Youth

Authors

  • Rishikesh K B Senior Research and Publications Associate, Indian Institute of Management Kozhikode, Kerala, India.
  • Tomy K Kallarakal Professor and Associate Dean, Deanery of Commerce, Christ University, Bengaluru, India.

DOI:

https://doi.org/10.12725/ujbm.34.1

Keywords:

Packaged Food, Ready to Cook, Noodle, Brand, Consumer

Abstract

Noodles available in numerous brands and variants have become popular nowadays in the Indian markets. However, there were setbacks for this industry owing to the blacklist of a few brands by the state authorities and the consequent boycott of those brands by the general public. In this context, this study intends to investigate the factors which affect the purchase decision of consumers of Packaged Foods, especially the Ready-To-Cook noodles. The consumption patterns of the consumers in terms of taste, convenience and availability are also examined.  This exploratory research has been done among the Bengaluru youth in the age group of 20-30 years, and the influence of five major players in this segment - Maggi, Yippee, Ching’s, Top Ramen and Knorr are explored. Analysis of variance (ANOVA) is used to understand the differences and variations among the brands. The paper concludes that Ready-To-Cook noodles has not yet got the acknowledgement and acceptance among the youth, though there is an immense potential for growth in this segment in the future. Critical factors that influence the buying decision of consumers are convenience, taste and availability. Consumers believe that noodles category should include more variety at reasonable and affordable prices, which will cater to the demand of this product in future. However, the brands in this study perform satisfactorily on the factors selected. And Maggi is perceived to be the best brand of noodle in terms of price, and Knorr in terms of its variety.

Author Biographies

Rishikesh K B, Senior Research and Publications Associate, Indian Institute of Management Kozhikode, Kerala, India.

Senior Research and Publications Associate, Indian Institute of Management Kozhikode, Kerala, India.

Tomy K Kallarakal, Professor and Associate Dean, Deanery of Commerce, Christ University, Bengaluru, India.

Professor and Associate Dean, Deanery of Commerce, Christ University, Bengaluru, India.

References

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27. doi:10.2307/1252171 Aaker, J. L. (2000). Accessibility or Diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340–357. doi:10.1086/209567 Bell, D. R., Corsten, D., & Knox, G. (2011). From point of purchase to path to purchase: How Preshopping factors drive unplanned buying. Journal of Marketing, 75(1), 31–45. doi:10.1509/jmkg.75.1.31 Bhanga, S. (2009). New era of Indian ready to eat food (Retort food – Having shelf life up to 18 months). Retrieved December 15, 2015, from QTE Food Consultants, http://www.qtefoodconsultants.com/READY%20TO%20EAT%20RETORT%20FOOD.pdf Blades, M. (1998). Healthy School Awards. Nutrition and Food Science. Blades, M. (2001). Factors affecting what we eat. Nutrition & Food Science, 31(2), 71–74. doi:10.1108/00346650110366982 Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16. doi:10.2307/1252116 Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29(4), 551–565. doi:10.1086/346250 Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller‟s model. International Journal of Research in Marketing, 13(4), 365–377. doi:10.1016/s0167-8116(96)00018-3

Collins-Dodd, C., & Louviere, J. J. (1999). Brand equity and retailer acceptance of brand extensions. Journal of Retailing and Consumer Services, 6(1), 1–13. doi:10.1016/s0969-6989(97)00039-8 Consumer Trends 2009: Changing Food Trends. (2009, February 11). Retrieved December 24, 2015, from Technopak, http://www.indiamindscape.com/downloads/food_vol1_2009.pdf Curtis, K. R. (2008). Conducting Market Research Using Primary Data. Reno: University of Nevada. Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229. doi:10.2307/3152196 Elder, R. S., & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived taste. Journal of Consumer Research, 36(5), 748–756. doi:10.1086/605327 Ernst and Young, & AC Nielsen. (1999). New Product Introduction: Successful Innovation/Failure: A Fragile Boundary. Retrieved from http://ecr-all.org/wp-content/uploads/pub_1999_efficient_product_introductions.pdf Garber, L., Burke, R., & Jones, M. (2000). The Role of Package Color in Consumer Purchase Consideration and Choice (00-104) Marketing Science Institute. Garg, N., Wansink, B., & Inman, J. J. (2007). The influence of incidental affect on consumers‟ food intake. Journal of Marketing, 71(1), 194–206. doi:10.1509/jmkg.71.1.194 Hertenstein, J. H., Platt, M. B., & Veryzer, R. W. (2005). The impact of industrial design effectiveness on corporate financial Performance*. Journal of Product Innovation Management, 22(1), 3–21. doi:10.1111/j.0737-6782.2005.00100.x Margetts, B., Thompson, R., Speller, V., & McVey, D. (1998). Factors which influence “healthy” eating patterns: Results from the 1993 health education authority health and lifestyle survey in England. Public Health Nutrition, 1(03), 193–198. doi:10.1079/phn19980030

Marketing (UK) (2003), Premium Extensions Are Proving to Be the Most Promising FMCG Launches, as Manufacturers Look to Counteract Retailers‟ Price Cuts, (August 28), 25. Nevo, A. (2001). Measuring market power in the ready-to-eat cereal industry. Econometrica, 69(2), 307–342. doi:10.1111/1468-0262.00194 Nielsen, AC. (2006). Consumers and Ready-to-Eat Meals”Consumers and Ready-to-Eat Meals: A Global ACNielsen Report. US: AC Nielsen. http://pt.nielsen.com/trends/tr_GlobalPFReportDec06.pdf Ratna, B., & Sagar, M. (2015, August 31). Maggi fiasco hits ready-to-cook packaged food industry hard, sales dip 9% in Q2. The Economic Times Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56–70. doi:10.1108/10610420010316339 Scherer, F., M. (1982).The Breakfast Cereal Industry in W. Adams, ed., the Structure of American Industry, New York: Macmillan. Schoormans, J. P. L., & Robben, H. S. J. (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2-3), 271–287. doi:10.1016/s0167-4870(97)00008-1 Swaminathan, V., Fox, R. J., & Reddy, S. K. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4), 1–15. doi:10.1509/jmkg.65.4.1.18388 Tauber, Edward M. (1988). Brand Leverage: Strategy for Growth in a Cost-Control World. Journal of Advertising Research, 28 (August–September), 26–30. Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18–34. doi:10.1509/jmkg.70.2.18

Downloads

Published

2021-08-16

How to Cite

K B, R., & K Kallarakal, T. (2021). Are We Nodding for the Noodles? – An Empirical Evidence among the Bengaluru Youth. Ushus Journal of Business Management, 15(1), 1-23. https://doi.org/10.12725/ujbm.34.1

Issue

Vol. 15 No. 1 (2016): USHUS-Journal of Management

Section

Articles

License

Copyright (c) 2016 Ushus - Journal of Business Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.