The study investigated the consumption patterns of instant noodles among a sample of 60 respondents, primarily focusing on brand preferences and the factors influencing these choices. It found that Maggi was the most popular brand, highly favored for its taste, while demographic factors like age influenced brand preference, though gender did not. The findings were derived using surveys and statistical analyses, concluding that taste, price, and nutrition are critical factors in consumer brand selection.

1. A Study on Instant Noodles Consumption
BUSINESS RESEARCH METHODOLOGY REPORT
Taught By: Prof. C. Y. Nimkar
Group Members:
Akshay Gupta -14
Khushboo Kadmawala -19
Karan Karia -23
Dhairya Shah - 45
Parth Shah- 46
Abhishek Varshney- 58

2. TABLE OF CONTENTS
Introduction
Research Objectives
Research Methodology
Executive Summary
Findings
Conclusion and Recommendation
Questionnaire

3. 1. INTRODUCTION
The followingstudy was conductedto determine the usage trends of
noodles in the given population sample. This involves creatinga
database by surveyingthe population sample by asking them questions
to determine their choice of preferrednoodle brand and the reasons
behind it. The purpose of this study is to find out the leadingnoodle
brand in the market and also to analyse the utilitypatterns of Instant
Noodles in a particular demographicsegment. Through the survey,
customer’s reasons behind using the particular brandlike cost
effectiveness, features were found out.

4. 2. RESEARCH OBJECTIVES
1. Findingthe perception of each brandin customer’s mind.
2. Findingout whether the perception is same or differentacross
segments of customers based on their demographics.

5. 3. RESEARCH METHODOLOGY
To accomplish these objectives, online google forms were floated
across various social networkingsites and forums. Those of the
population who responded were consideredto be a part of the
population sample. In all 60-people belongingto different
demographic categories respondedto the questionnaire.
The respondents were surveyed using a structuredquestionnaire
designed to respond to the project’s specific research objectives.
The resultingdata was enteredinto computer files, analysedand
then the results were derived using chi-square analysis and Anova.

6. 4. EXECUTIVE SUMMARY
A survey of 60 respondents was conducted in the month of March 2017. The survey
involved the use of a structured questionnaire administered via Google Forms. These
respondents were mostly consumers of noodles of various brands.
Each of the respondents was asked to select their age group to divide them into
separate demographic segments. It was found out that Maggi was the most
preferred brand in the age group 16 -25.
The next question was asked to find out the most preferred brand of noodles in the
male and female population. It was found that gender played no role in the
preference of respondents.
The questionnaire was designed so that respondents were able to convey the most
and least sought feature in the noodles, this made it possible for us to map the
perception of each brand in the users mind.
Overall, the most preferred brand in the population sample is Maggi, followed by
Yippee and Top Ramen.
The most important factor influencing brand purchase was Taste, followed by
Nutrition, Price, etc.

7. 5. NON-PARAMETRIC TESTS
The collected data (through online Google form survey), was registered in excel
software and processed through appropriate tests to answer the project objectives.
Chi-Squared Test:
It is generally used for following objectives: -
1. Test of Independence
2. Test of goodness of fit
3. Test for Homogeneity
And in our case, we are going to use it for following variables to test their
independence or dependency depending upon results: -
 Brand Preference – Age Groups
 Brand Preference – Gender
 Brand Preference - Occupation
1. In this we are going to test whether a particular brand of noodles appeals
most to a particular age group or it will appeal equally to all age-groups.
Noodle
Brands
Age Groups Maggi Yippee Top Ramen Total
16-25 47 4 2 53
26-35 1 0 0 1
36-48 1 0 0 1
48+ 1 1 0 2
Total 50 5 2 57
Let us take a Hypothesis that Preference of all age groups are homogeneous
for 3 Brand of Noodles (at 5% level of significance).
H0 = Brand preference is not Homogeneous among age-groups.
Ha = Brand Preference is Homogeneous among age-groups.

8. Applying X2
(Chi Square Test): -
E11 = 53 x 50 /57 = 46.49 E21 = 1 x 50 /57 = 0.877
E12 = 53 x 5 /57 = 4.64 E22 = 1 x 5/57 = 0.0877
The table of Expected Frequencies: -
46.49 4.64 1.87 53
0.877 0.0877 0.0352 1
0.877 0.0877 0.0352 1
1.756 0.1846 0.0596 2
50 5 2 57
O E (O-E)2
(O-E)2
/E
47 46.49 0.2601 0.006
1 0.877 0.015129 0.017
1 0.877 0.015129 0.017
1 1.756 0.571536 0.325
4 4.64 0.4096 0.088
0 0.0877 0.00769129 0.088
0 0.0877 0.00769129 0.088
1 0.1846 0.66487716 3.602
2 1.87 0.0169 0.009
0 0.0352 0.00123904 0.035
0 0.0352 0.00123904 0.035
0 0.0596 0.00355216 0.060
∑[(O-E)2
/E] 4.370
X2
= 4.370
v (Degree of Freedom) = (3-1) *(4-1) = 6
For v = 6, X2
0.05 = 12.6
Since the calculated value is lesser than table value.
The hypothesis is accepted. Hence, Brand preference is not homogeneous as
between different age-groups.

9. 2. In this we test whether there is any relationship between Sex and Preference
of Brand of Noodles at 5% level of significance.
H0 = There is a no relationship between Sex and Brand Preference.
Ha = There is a significant relationship between Sex and Brand Preference.
Gender
Brand males Females Total
Maggi 24 16 40
Yippee! 2 3 5
Top ramen 2 1 3
Total 28 20 48
Applying X2
(Chi Square Test): -
E11 = 40 x 28 /48 = 23.33 E21 = 5 x 28 /48 = 2.91
The Table of Expected Frequencies: -
23.33 16.67 40
2.91 2.09 5
1.76 1.24 3
28 20 48
O E (O-E)2
(O-E)2
/E
24 23.33 0.4489 0.01924132
2 2.91 0.8281 0.284570447
2 1.76 0.0576 0.032727273
16 16.67 0.4489 0.026928614

10. 3 2.09 0.8281 0.396220096
1 1.24 0.0576 0.046451613
∑(O-E)2
/E 0.806139363
X2
= 0.8061
v = (3-1*(2-1) = 2
For v = 2, X2
0.0.5= 5.99
Since, the calculated value is lesser than table value. The hypothesis is
Accepted. And hence, there is no relationship between Sex and brand
Preference.
3. In this we test whether Preference of Brand of Noodles is distributed similarly
among these 3 classes of customers at 5% level of significance.
H0 = There is a relationship between Occupation and Brand Preference.
Ha = There is no relationship between Occupation and Brand Preference.
Noodle
Brands
Occupation Maggi Yippee! Top Ramen Total
Businessman 3 0 0 3
Service 11 1 0 12
Student 51 4 3 58
Total 65 5 3 73
Applying X2
(Chi Square Test): -
Table of Expected Frequencies: -
2.6712 0.2055 0.1233 3
10.6849 0.8219 0.4932 12
51.6439 3.9726 2.3835 58
65 5 3 73
X2
= 0.89774143
v = (3-1) *(3-1) = 4
For v = 4, X2
0.05 = 9.49

11. Since, the calculated value is lesser than table value. The hypothesis is Accepted.
ANOVA: -
It is also known as analysis of Variance. We are going to perform Two - Way
Anova because we think that Brand Preference of Noodles is affected by more
than one factor.
We are going to test the preference of Noodles of consumers on the
following parameters using 5% level of significance: -
 Price
 Taste
 Quantity
 Stickiness
 Nutrition
 Brand
 Packaging
The following is the data which we got from the survey we conducted in
which we asked customer to rate 3 Brand of Noodles of these parameters
from 1-7:-
(1) Is there a significant difference between these 3 brand of noodles among
the chosen factors?
(2) Do certain factors of Noodles are considered important by consumers
while purchasing?
1st
Hypothesis: -
H0 = There is no significant difference between these 3 brands of noodles
Ha = There is a significant difference between given brand of noodles
2nd
Hypothesis: -

12. H0
”
= Not more than 1 factor make any significant difference on
preference of certain brand of noodles.
Ha
”
= More than one Factor affect brand preference of noodles.
Noodle
Brands
Parameters Maggi Yippee! Top Ramen Total
Price 3 0 0 3
Taste 23 1 2 26
Quantity 0 0 0 0
Stickiness 5 2 1 8
Nutrition 1 2 0 3
Brand 3 0 0 3
Packaging 7 0 0 7
Total 42 5 3 50
Correction Factor (C.F.) = T2
/N = 502
/9 = 119.0476
ANALYSIS OF VARIANCE TABLE
Sources of
Variation
Sum of Squares d.f. Mean Square
Between
Columns
(Noodles)
137.80 2 68.9
Between Rows
(Factors)
152.95 6 25.4917
Residual 190.443 12 15.8703
516.9524 20
F = 61.44/47.61 = 4.341
For v1 = 2, v2 = 6, F0.05 = 5.1433

13. The calculated value of F is lesser than the table value. Our Null Hypothesis H0
is accepted.
F = 61.44/47.61 = 1.6063
For v1 = 2, v2 = 6, F0.05 = 5.1433
The calculated value of F is lesser than the table value. Our Null Hypothesis
Ha is accepted.
6. CONCLUSION AND RECOMMENDATION
This report has successfullyansweredthe given test objectives as
follows:
1. The top five brands of face cleansers are Maggi, Yippee! Knorr,
Top Ramen, Ching’s Secret (This was identifiedby using secondary
data).
2. The 1st
Chi-square test indicatedthat there is a significant
dependence between age and brand preference.
3. The 2nd
Chi-square test indicatedthat Gender and Brand
Preference are independentof each other.
4. The 3rd
Chi-square test indicatedthat in Occupation, Students
prefer brand Maggi.

14. 5. Anova Tests indicatedthat consumers chose Taste, Price &
Nutrition while selectinga brand over other attributes.
6. Further, the research also brought to light that ‘Taste’ is the single
most influencingvariable for the preference of the noodles brand,
in other words, the customers of all brands were found loyal to the
respective brand because of Taste they like, other variables like
Price, Nutrition, Adventurism, Packaging, etc. are secondary.