Table of Contents

income influenced the purchase of quantity of the noodles in
the family. The result could be confirmed from the study of
Srinivasan et al., that the quantities of processed foods
consumption was high in high income group and the total
income of the household significantly influenced the
expenditure incurred on the processed products. So, the firm
has to target high income people to promote noodles product.
E. Reasons for Preferring Particular Brand of Noodles
The reasons for preferring particular brand (Table 10)
was studied to know whether there was any difference in the
influencing factors among the buyers different brands. Taste
was ranked as first and quality as second by buyers of
different brands (Murugananthi 2005; Padmavathy 2005),
range of flavours Srivastav (2005) and brand name were
ranked third and fourth respectively. So the firm has to introduce
new range of flavours and build brand image through the marketing
strategies among the buyers of particular brands in order to
influence them to purchase their own. Also the availability of own
brand in low price and offers given for it should be communicated
in such a way that it reaches the buyers of other brands.
F. Brand Switching Behaviour of the Respondents
The study of brand switching behaviour of the respondents is
important to retain the existing customers and to attract new
customers. The Table 11 explains the number of respondents
consuming the different brands of noodles for the past six months
(October 2007-March 2008) and before six months (before October
2007). The change in number of respondents during that period
indicates that Brand X had lost nine customers during the last six
months, while Brand Y had lost five customers in contrast Brand
Z had gained fourteen customers. Local brands and other national
brands had gained and lost three customers, so there was neither
loss nor gain.
G. Retention Probabilities
As per retention probability given in Table 12, Brand X had
the retention probability of 0.853 indicating 85.3 per cent of
Brand X users were retained for the past six months, similarly
for Brand Y it was 0.861, for local brands it was 0.500 and
other national brands had 0.700 of retention probability of
their customers. While Brand Z had 1.00 as retention
probability indicating there was 100 per cent retention of the
already existing customers.
H. State–Transition Matrix
The Table 13 provides the information on transition of the
customers from one brand to another brand during period I to
II. The five Brand Z buyers were continuously buying it. In
Brand X there was transition of six customers to Brand Z and
one person to local brands and two persons to other national
brands. Similarly in case of Brand Y there was transition of
three customers to Brand Z and two persons to local brands.
While in rest of the brands also there was transition of some
customers to other brands during the past six months.
I. State–Transition Probability Matrix
The table 14 provides the information on transition
probability of the customers from one brand to another brand
during period I to II.
Brand X had retained 85.3 per cent of its customers while it
had lost 9.9 per cent of its customers to Brand Z, 1.6 per cent
to local brands and 3.2 cent to other national brands. Brand Y
had retained 86.1 per cent of its customers while it had lost 8.3
per cent to Brand Z and 5.6 per cent to local brands. In case of
local brands the retention percentage was 50 while it had lost
34 per cent to Brand Z and 16 per cent to other national
brands. In case of other national brands there was 70 per cent
retention while it had lost 30 per cent to Brand Z.
In case of Brand Z there was 100 per cent retention of the
customers and there was no loss but there was gain of 9.9 per
cent customers from Brand X followed by
8.8 per cent from Brand Y, 34 per cent from local brands and
30 per cent from other national brands. So the firm should
adopt suitable marketing strategies to continuously retain the
existing customers and to attract more new customers for its
brand.
J. Factors Influencing the Respondents to Change the
Brand
The study on the factors influencing the customers to change
their brand in Table 15 helps the firm to be cautious and make
necessary measures in order to retain the existing customers
and also to attract new customers. So the firm should pay
attention on the above discussed factors in order to retain
existing customers and attract new customers for their brand
(Srivastav 2005).
IV. CONCLUSION
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 choice of brand, quantity of purchase, pack size
etc
Any firm has to target middle and high income customers to
promote food product. Also the firm has to promote their
noodles brand not only as children food but also as family
food. The firm has to communicate the nutritious aspects of
noodles and also introduce new flavours in order to increase
the frequency of consumption of noodles among the
consumers. Availability of wide range of products was the
major factor influencing the respondents‟ preference followed
by availability of quality products, discounts and offers,
shopping convenience, store image and post purchase
satisfaction. Above all, this kind of consumer study would
help the retail outlets in maintaining the stock keeping units
and the quantity of stocks, the adoption of promotional
methods and success of business.
In order to utilize immense market potential in food
retail, companies need to develop specific marketing strategies
and action plans taking into account the complex set of factors
that influence consumer behaviour.
www.theinternationaljournal.org > RJSSM: Volume: 01, Number: 10, Feb-2012 Page 50