Table of Contents

and hence considered the most important reason by the sample
consumer. 3. In the present study, Chi-square ( 2 ) test was
used to analyze if there was any association between various
factors that might influence the awareness and purchase
decision of the sample consumers. 4. Markov Analysis is a
way of analyzing the current movement of some variable in an
effort to forecast its future movement. The number of
respondents consuming different brands of noodles for the
past six months (October 2007 – March 2008) and before six
months (before October 2007) was calculated to analyze the
brand switching behaviour of customers with respect to
noodles.
III. RESULTS AND DISCUSSION
A. General Characteristics of the Respondents
The general characteristics of respondents like age, income,
family size, education, occupational status, etc. will have
significant bearing on the consumer behaviour which in turn
will influence the adoption of promotional methods and
success of business. Age is an important factor in decision
making regarding the purchase of noodles (Fig 1). From the
data collected, majority of the customers visiting organized
retail outlet were middle aged and young people so they can
develop the promotional strategies targeting this group. As far
as gender is concerned, female respondents constituted the
majority (63.34 per cent) as the willingness and responsibility
for shopping food and grocery items for the family is more
among them.
Based on monthly income (Fig 4), the respondents
were categorized into four groups. 39.17 per cent of
respondents were having monthly family income of Rs.
20,001-30,000, followed by 24.17 percent in Rs.10, 001 to
20,000. As the income of majority of the households was
higher, expenditure on food items would also be higher.
The size of the family (Fig 5) influences purchase
decisions such as choice of brand, quantity of purchase, pack
size. In this study the family size of the sample households
was post stratified into smaller size, medium size and larger
size. About half of the respondents (51.67 per cent) had less
than or equal to four members in their family, followed by
39.17 per cent had 5 – 7 members in their family. So in the
organized retail outlets the stock keeping units and the
quantity of stocks must be oriented towards the requirements
of small and medium families.
B. Noodles Consumption Details of the Respondents
The customers‟ motives for purchasing the noodles
(Table 1) for their family have significant influence in choice
of brand, quantity and pack size purchased. The attributes viz.
tasty food to eat was the major motive for purchasing noodles
and was given first rank followed by easy to cook food,
preference of children/family members and just for a change
from the regular food items respectively.
The details of usage pattern of noodles among the
respondents have significant influence on the quantity
purchased. Analysis on the quantity of purchase of noodles per
month and preferred pack size by the households will help to
provide stocking enough quantity and enough packets of
different size in the shelves of the store and also to make
estimation of the expenditure made for noodles per month.
The quantity of purchase varied because of the availability of
different brands in different pack sizes (Table 2) .The pack
size purchased by the customers varied based on the
affordability, availability, quantity of consumption, frequency
of purchase, etc.
About 32.50 per cent of them consumed noodles
during evening time followed by 20 per cent consumed as
breakfast. About 45 per cent of the respondents purchased
320-400 grams per month followed by 480-570 grams
(26.67%) . Because of the availability of different brands in
different pack sizes, four categories were made. As for as
preference is concerned, about 41.67 per cent of the
respondents preferred 320-400 grams pack size followed by
160-200 grams pack (27.50 %). One third purchased 480-570
and 80-100 grams pack. So the firm can use this information in
developing the advertisement, to assess the sales potential of
noodles and deciding the stocking levels of stock keeping units
of noodles.
About 56.67 % purchased monthly once along with
purchase of food and grocery items. Whereas frequency of
consumption of noodles influences the quantity of purchase,
frequency of purchase and pack size purchased. About 40.83 %
of them consumed noodles weekly once followed by 30.83 %
take monthly twice etc. (Fig 6)
Chi-square test was done to examine whether there was any
association between purchase frequency and consumption
frequency (Table 3). It revealed that there was significant
difference between frequency of purchase and frequency of
consumption of noodles as majority of respondents purchased
noodles monthly once in contrast majority of them consumed
weekly once.
C. Quantity Vs. Income level
Since Chi-square test shows significant association
between the quantity of noodles purchased per month and
income level of the respondents as in Table 4, quantity
consumed per month increased with income level indicates
that income influenced the purchase of quantity of noodles in
the family (Srinivasan et al., 2000). So the firm has to target
middle and high income customers to promote their product.
D. Average Monthly Food and Noodles Expenditure of the
Respondents
Average monthly food expenditure (per cent) and
corresponding noodles expenditure as per cent to food
expenditure was estimated in Table 6. This indicates that as
income increased percentage of food expenditure to total
income decreased which was in accordance with Engel‟s
theory of family consumption. Also it could be found that the
percentage expenditure for noodles to food expenditure
increased with increase in income level which indicates that
www.theinternationaljournal.org > RJSSM: Volume: 01, Number: 10, Feb-2012 Page 49