"Consumer Buying Behavior and Attitude on Wai-wai Noodles"

A Project Work Report

Submitted by:

Ram Chandra Poudel

Exam Roll No.: 15031876
PU Registration No.: 2014-2-03-1009

In the partial fulfilment of the requirement for the degree of

Bachelor of Business Administration (BBA)

Submitted to:
LA GRANDEE International College
Pokhara University
Simalchaur-8, Pokhara

November, 2017
 DECLARATION

This project report “Consumer Buying Behaviour and Attitude on Wai-wai Noodles” which
is submitted by me in partial fulfillment of the requirement of the reward of BBA of Pokhara
University comprises only my original work and due to acknowledgement has been made to
material used in the report.

……………………………….
Ram Chandra Poudel
November 2017
 ACKNOWLEDGEMENT

I regard an absolute pleasure for me to forward an acknowledgement in appreciation of all the

subject I have been able to get to complete this project report. This report has been prepared for
the partial fulfillment of the Bachelor of Business Administration (BBA) under the faculty of
management, Pokhara University, Pokhara. The report attempts to analyze the “Consumer
Buying Behaviour and Attitude on Wai-wai Noodles”.

I would like to express my heartfelt gratitude and sincere appreciation to my supervisor Mr.
Narendra Ghimire, for his valuable comments, continuous guidance and supervision from the
beginning of this report until its completion. His inspiration and support has resulted in the
completion of this work.

I am equally thankful to my friend and seniors for their helpful hands in the course of preparing
this report. Last but not least, I would like to express my warm respect to SOS Youth Facility,
Gandaki for providing affection and emotional support to pursue further study. Despite of sincere
efforts made, the chance of human error cannot be neglected. Therefore, I would also like to take
full responsibility of any kind of deficiency presented in this project work.

……………………………..
Ram Chandra Poudel
November, 2017
 EXECUTIVE SUMMARY

This report has been made as a partial requirement for the fulfillment of the Degree of Bachelor
Administration (BBA). The main purpose of this study is to determine the buying behaviour and
understand the attitude of consumers towards noodle product offered by Wai-wai Noodles.

The data relevant to this study has been collected from Primary sources through questionnaire.
The response collected has been categorized, edited, coded, tabulated, processed and analyze
using effective data processing software like Microsoft Excel. Various statistical tools like charts,
graphs and diagrams have been used to present and analyze the collected data.

This Project report has been organized into three major parts. The first chapter includes the
introduction to the summer project report. It basically includes the general background of Wai-
wai Noodles, statement of the problem, methodologies used and preliminary portions. The second
chapter includes the processing of data and finally the fourth includes summary, conclusion and
recommendation.

As said earlier, the major study of this report has been to find out the actual buying behaviour of
Wai-wai Noodles and their general disposition of attitude towards Wai-wai products. The study
also concentrates on finding out the major factors that influences the buying behaviour in general.
The general attitudes of consumers towards Wai-wai brand of noodles has been particularly
drawn from their general satisfaction on various facts of Wai-wai Noodles products.

..
TABLES OF CONTENT Page No.
DECLARATION………………………………………………………………..i
ACKNOWLEDGEMENT……………………………………………………...ii
EXECUTIVE SUMMARY……………………………………………………..iii

CHAPTER I.
INTRODUCTION
1.1 Background………………………………………………………………….1-3
1.2 Statement of the problem……………………………………………………3
1.3 Objectives of the study………………………………………………………4
1.4 Significance of the study…………………………………………………….4
1.5 limitation of the study………………………………………………………..4-5
1.6 LITERATURE REVIEW
Conceptual Review……………………………………………………………...5-8
 Consumers buying behaviour
 Types of Buying Behaviour
 Research Review

1.7 THEORETICAL FRAMEWORK…………………………………………8-10

1.8 RESEARCH METHODOLOGY………………………………………......10-11
Introduction……………………………………………………………………....10
Research Designs………………………………………………………………...10
Population and Sampling………………………………………………………...10
Nature and Sources of Data……………………………………………………...11
Data collection Procedure………………………………………………………..11
Data Mining Tools……………………………………………………………….11
Limitation of the Methodology…………………………………………………..11

CHAPTER II
DATA PRESENTATION AND ANALYSIS
2.1 Introduction…………………………………………………………………...12
2.2 Behavioral Analysis…………………………………………………………...12-16
2.3 Attitudinal Analysis…………………………………………………………....16-20
2.4 Findings………………………………………………………………………...20-21

CHAPTER III
SUMMARY AND CONCLUSION
3.1 Summary……………………………………………………………………….21
3.2 Conclusion……………………………………………………………………...22
3.3 Recommendation……………………………………………………………….22-23
Bibliography…………………………………………………………………………………24
 CHAPTER I

INTRODUCTION

1.1Background

The business of noodles has been mounting at an admirable speed. Due to fast cooking
properties, instant noodles today have occupied an important position in almost every Nepali
kitchen. The basis of victory of the noodles is its reasonable price, new flavor and variants. The
great thing about instant noodles is that the products are consumed by every category, gender and
age.

Wai-wai is one of the popular brands of instant noodles in Nepal produced by chaudhary Group
under the name of CG FOODS (Nepal) Pvt. Ltd. It is available in both chicken and vegetable
flavor and it is a brown noodles. Wai-wai has been serving as a favorite snack for millions of
Nepali for about past two decades. Although there are over twenty different brands of instant
noodles in Nepal that offers variety of seasoning, flavors and diets, none has been able to shake
Wai-wai from its top position neither have they been able to over shadow its popularity. It has
always been “hami sabaiko Wai-wai” (our own Wai-wai) as its tagline says.

The Company’s first head office was located at Ekantakuna-Tikabhairab Rd, Sainbu44710,
Nepal. The Chaudhary Group has built two plants in Nepal and six plants in India for the
manufacture and distribution of Wai-wai Noodles. It is expanding more new plants in Nepal,
India, Bangladesh, Serbia, and Saudi Arabia. Along with other noodles, one segment of Wai-wai
was banned in Tamil Nadu state of India in 2015 for a period of 3 months citing higher level of
lead in similar noodle brand known as Maggi. Assam Government had also banned Wai-wai
under investigation for one month under Food Safety and Standard Act 2006. Subsequently,
concerned authorities gave the popular noodles a clean sheet as it proved to contain no lead and
harmful materials. Wai-wai, which claims 20% market shares in the Indian market, has
apparently benefited from the noodle controversy and has resurfaced in the Indian market with
aggressive business plans from the Chaudhary Group.

The company has done many activities that are beneficial for the society; the company realizes
their success can only derive from the effort of all employees to produce the quality products and
support from consumers. They intend to express their gratitude to the society anyway they can.
Moreover, every year the company sets aside a certain amount in the budget for the programs
which benefit the public health, education and sports. The company, a pioneer in the Nepalese
noodle market started its operation in the export market.

Introduction to Wai-wai Noodles

Consumer behaviour is the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their
needs and wants. it is also concerned with the social and economic impacts that purchasing and
consumption behaviour has on both the individual consumer and on broader society. Consumer
behaviour blend element from psychology, sociology, social anthropology, marketing and
economics, especially behavioural economics.
It examines how emotions, attitudes and preferences affect buying behaviour. characteristics of
individual consumers such as demographics, personality lifestyles and behavioural variables such
as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an
attempt to understand people’s wants and consumption are all investigated in formal studies of
consumer behaviour. The study of consumer behaviour also investigates the influences, on the
consumer, from groups such as family, friends, sports, reference groups, and society in general.
The study of consumer behaviour is concerned with all aspects of purchasing behaviour from pre-
purchased activities through to post-purchase consumption and evaluation activities. It is also
concerned with all persons involved, either directly or indirectly, in purchasing decisions and
consumption activities including brand-influencers and opinion leaders.

Wai-wai is an international brand of instant noodles produced initially in Nepal by Thai

preserved food factory company, since 1972.Chaudary group owned the company introduced it
worldwide from Nepal in 1985. Wai-wai is pre-cooked and flavoured before packaging, so it
can be eaten straight from the package or cooked in soup form. The Chaudhary Group has built
two plants in Nepal and six plants in India for the manufacture and distribution of Wai-wai
noodles. It is expanding more new plants in Nepal, India, Bangladesh, Serbia and Saudi Arabia.
Wai-wai is mostly consumed raw also can be consumed cooked as well. Although there are over
twenty different brands of instant noodles in Nepal that offers variety of seasoning, flavours and
diets, none has been able to shake Wai-wai from its top position neither haver have they been
able to over shadow its popularity.
It is one of the most popular brands in Nepal and is one of the most common brands of dry food
in Nepal and is available in any part of the country. It is available in both chicken and vegetable
flavour. It is brown noodle which is pre-looked, flavoured, seasoned and fried before packaging.
Various flavours of seasonings are available and a pack of Wai-wai include a small sachet of
chilli powder, masala (mixed spices) and onion oil that are used to prepare soup.

Although the chicken and vegetarian flavours are most common, Wai-wai is also available in
other flavours like spinach, Manchurian and a new sub brand as Wai-wai Quick, also available in
various flavours. It also one of the popular snacks for all the customers and consumers of Nepal.
It is popular snacks for school, colleges and office goers. This quick to make noodle is fast and
tasty as well as cheap compared to other snack items and also satisfies hunger.

1.2 Statement of the problem

The main focus of this particular study is to understand the attitude and gauge the satisfaction of
Wai-wai consumers in the market. Despite of the fact that Wai-wai is now not only a national
product and has out gone the physical boundaries and has out gone the physical boundaries of
Nepal, Consumers attitude and perceptions holds different sides always. Another important issue
to be focused in the study will be the buying behaviours of Wai-wai consumers. A key purpose of
the study therefore addresses an urge to understand held by different market consumers of the
product and their relevant buying behaviours.

Specifically, this research has been done in an attempt to answer the following major research
questions:

 What are the key buying behaviours reflected by consumers of Wai-wai noodle
products in the market place?
 What are the key primary factors that influence the purchase of Wai-wai products
for its consumers?
 In what specific area need Wai-wai focus in order better their competitive edge
against rivals?
  What is the attitude of consumers that could possibly understood in order to
improve the products of Wai-wai?

1.3 Objective of the study

General Objective
 To understand the attitude and perception of consumers on Wai-wai noodles.
Specific Objective
 To analyse the consumers’ buying pattern as reflected in the market place.
 To determine the primary factors influencing their purchase and examine the perception
of buyers towards the product as compared rival’s product.
 To access the general attitude of consumers towards Wai-wai noodles and exploring as to
where the possible flaws could be corrected.

1.4 Significance of the study

The perceptions of the consumers are one of the most critical factors that influence the success of
any company. A major challenge that remains then becomes its proper understanding. Perception
of different consumers towards a single product could be varied. Similarly, another critical factor
is the changes in buying behaviour that evolves over time studies therefore must be carried out
from time to time so as to find out whether these perceptions and buying behaviour reflect a
different direction to pursue. The significance of this study therefore results from the same urge
to analysis. This study of focus to find out the perception of consumers of Wai-wai and their
buying behaviours and help to explore the points where focus could be concentrated. It will also
be helpful to the students who want to conduct research. With the help of the study CG Company
will know how it has been performing in past 32 year.

1.5 Limitation of the study

Like all other research, this research also contains certain limitation that it cannot address. Some
of its limitation are as follows:
  The sample size will not be effective if less number of respondents is taken.
 Some of the response may not be effective because lack of proper knowledge of
respondent towards the product.
 Although the questions are designed to meet the general understanding level of
respondents, there may be chances of misunderstanding the questions by them.
 Time may be limitation to do this research although to fulfil the academic purpose this
research may not be as much as effective.

1.6 Literature Review

Conceptual Review

A study by K. Uma, R. Dhivya and M. Chandrakumar (2006) form Dept. of Agriculture &
Rural Management in India had been reviewed as a reference to this report. The study was
conducted in the year 2008 with the name ‘A study on Noodles Buying Behaviour from
Organized Retail Outlets in Coimbatore city’. The primary objective of the study was to
understand consumers buying behaviour of Noodles, find out the key factor having dominant
influence on buying behaviour and to analyze the factors responsible for brand switching.

This study examines the consumer buying behaviour of Noodles. The use of statistical tools such
as ranking and multidimensional scaling technique concluded that the availability of wide range
of products was the major factor influencing the respondents’ preference followed by availability
of quality products, discounts and offers, store image and post purchase satisfaction. Similarly,
various personal characteristics of the respondents also had significant influences in the purchase
of noodles.

Consumers Buying Concept

Consumers can be considered as king in business. The success and failure of any business
entirely depends upon consumer’s reaction to a firm’s marketing mix of strategies. Firm’s
marketing mix should be designed in such a way that satisfies consumer’s needs and wants
(Baniya, 1994: p.1). Consumer’s needs and wants are the starting point of economic activities. In
the process of satisfying these needs and wants, different products and services are being
invented and marketed in the society. Consumer’s needs and wants are unlimited and hard to
define and describe precisely. To design an effective marketing mix that satisfies consumer’s
unsatisfied needs and wants, a firm should know the buying behaviour of consumers (Neupane,
2000: p.1). Consumer behaviour was first analyzed by economists who assumed that man is
rational in making buying decision and motivated by product, price, and other attributes (Grayson
and Olsen, 1971: p.88).

The decade of the 1960s has been a time of rapid growth in consumer behaviour research and
practice. Marketing scholars such as Bass Bauer, Ferber, Frank, Green Kassarijan, Kaehn, Massy,
Nicosia, and Pessemier have made major contributions to our knowledge of the process of
consumer behaviour (Howard and Sneth, 1969: pp.421-429).

According to Loudon and Della Bitta (1993), Consumer is the decision process and physical
activity individuals engage in when evaluating, acquiring, using, or disposing of goods and
services (Loudon and Dell Bitta, 1993: p.5). Consumer behaviour is defined as “The behaviour
that consumers display in searching for purchasing, using, evaluating, and disposing of products
and services that they except will satisfy their needs” (Schiff man and Kanuk, 1998: p.18). More
simply, consumer behaviour refers to the behaviour of ultimate consumers those who purchase
products for personal or household use, not for business purpose. Onkvisit and Shaw (1999) have
stressed that a study of human behaviour within the consumer role and includes all the steps in
the decision making process. Two factors are of utmost importance in understanding consumer
shopping behaviour First, consumers making shopping decisions achieve equilibrium between
commodity costs and convenience costs are assuming more important as patronage determinants.
Both product and convenience cost influence consumer purchasing behaviour (Kelly and Lazar,
1972: p.155). Consumers by his decision to buy or not to buy a product holds veto the firms’
entire marketing and business effort. A consumer that behaves one way for one purchase may
behave in a very different way the next time.

Types of Buyer Behaviour

Buying behaviour differs greatly for a tube of toothpaste, packet if noodles, a personal computer,
a cellular phone set and a new car. More complex decisions usually involve more buying
participants and more buying deliberation. There are four types of consumer buying behaviour
based on the degree of differences among brands which are:
  Complex buying behaviour: Consumers go through complex buying behaviour when
they are highly involved in a purchase and perceive significant difference among brands.

 Dissonance reducing buying behaviour: It occurs when consumers are highly involved
with an expensive, infrequent or risky purchase, but sees little difference among brands.

 Habitual Buying Behaviour: It occurs under conditions of low consumer involvement

and little significant brand differences. In such cases, consumer receives information
passively as they watch television, read magazines or listen to radios. For example:
consumer buying salt.

 Variety seeking buying behaviour: Consumers undertakes variety-seeking behaviour in

situations characterized by low consumer involvement but significant brand differences.

Research Review

A study by Mr. Lal Bahadur Baniya (1994) had carried out “A study on Buyer’s Behaviour in
Pokhara”. The major objective of this study was to find out cross cultural buyers’ behaviour in
Pokhara. For this purpose, two distinct groups of customers: people of British Gurkhas and the
local people of Pokhara have been included in the study. The study was based on primary data
and the required data were collected from 100 buyers, 50 from each group with the help of a
well-structured questionnaire. Judgmental-sampling method was applied. The major findings of
the study are:

 Quality, price, brand reputation, design and color of the products are the criteria used for
choosing clothing items but quality, price, brand reputation, producers’ goodwill and
services and reliability of store are the criteria used for choosing grocery products by
British Gurkhas and local people.

 Large numbers of purchase for clothing are made on half yearly basis except jacket by
both people.
  Store name awareness of local people for the clothing is relatively high in comparison to
the British Gurkhas, but it is low for the grocery products.

A research on “The Marketing of Cold Drinks in Narayanghat” was completed by Mr.

RatnaPrasad Shrestha in 1998. The basic objective of this study was which cold drink is
consumed by more customers and which brand of cold drinks is more preferable. The following
are the major findings of the study:

 Most of consumers consume the cold drinks of Coca-Cola in Narayanghat. Coca-Cola is

popular in Narayanghat.

 Consumers give more preferable to the brand but less preference to the quality and taste.

 Most of the consumers were informed of the brand of cold drinks by the advertisement in
Narayanghat City.

 The advertisement of Coca-Cola by Radio Nepal/NTV is more attractive respectively than

that of Pepsi-Cola.

1.7 Theoretical Framework

Consumer behaviour is the study of when, why, how and where people do or do not buy product.
It blends elements from psychology, sociology, social anthropology and economics. It attempts to
understand the buyer decision making process, both individually and groups. It studies
characteristics of individual consumer demographics and behavioural variables in an attempt to
understand people’s wants. Attitude immediately defines the position of consumers for or against
a thing.
Following are the points that influences consumer behaviour and attitude where consumer
behaviour and attitude is the dependent variables and age, price, quality, availability and
advertisement are the independent variables.

Age:
Consumption is shaped by the family life cycle. People buy different goods and services over a
life time. For this, age of the people can influence to buy product. Consumer buying behaviour
change according to their age. So, the product can be made or categorize according to the age
range of people. It can influence the buying behaviour of the consumer.

Price:

Price is not just a number on a tag. Price come in many forms and performs many functions, rent,
tuition, fares, fees, rates, tolls, retainers, wages and commissions all may in some way be the
price for some goods or services. The role of price is consumer behaviour and attitude is certainly
both influential and complex. Throughout most of history prices were set by negotiation between
buyer and seller. Bargaining is still a spot in some areas. If price is appropriate for consumers can
buy otherwise they can ignore the products.

Quality:

Quality is a product or service’s ability to meet the consumers’ need or want. Quality is difficulty
to define, and varies with each consumer, however we can take a look at some of the components
of quality for products and services. If a product/service is provided that has low quality and high
price, consumer cannot consume the product and if the product/service is of high quality and low
price, consumer can consume the product.

Availability:

People are bound by society. The product must be available in the society or certain places to
fulfil the desired need of the consumer. The consumer need new taste and preference. By
knowing and understanding the behaviour of consumer the producer must available the product.
If the consumer need products are not available, then consumer can find the new places or market
to buy the product. It can change the behaviour of consumer.

Advertisement:

Consumer behaviour and advertising are closely related because the main goal of advertising
involves using the behaviour of potential buyers. The art of advertising is to use visual images
and convincing copy to give consumers a sense of longing or need for products or services. If
advertisement is unique and ethical then the consumer can consume the product but if the
advertisement is unethical then the consumer cannot consume the product.

Age

Price
Consumer buying
behaviour & attitude
(dependent variables) Quality

Availability

Advertisement

1.8 RESEARCH METHODOLOGY

Introduction

Research methodology is the process of arriving to the solution of the problem through planned
and systematic dealing with the collection, analysis and interpretation of fact and figure. The
research methodology in the study comprises of research design, population and sample, nature
and sources of data, data collection procedure, data processing and analysis, data analysis tools.
Various statistical tools and techniques are applied according to the nature of data and study as a
whole to accomplish the objectives of the study.
Research Designs
This study is based on survey and analysis depend on the source of the data and nature of the
study. The primary focus of this study is based on determining the underlying attitudes and
perceptions of consumers of Wai-wai noodles. Therefore, the study is survey based study. And it
is descriptive and analytical.

Population and Sampling

The population of this study are the students of SOS Hermann Gmeiner School Gandaki
Rambazar-15, Pokhara and 10 students from 5 to 12 are taken as sample. Among which 35 are
male and rest 35 are female. Stratified sampling is used.
Nature and Sources of data
The study will base on primary data. Data will collect through interview and questionnaire.
Data collection procedure
The primary data required for the study is collected by using self-administered questionnaire.
Questions are asked individually and face to face interaction.

Data Mining Tools

First of all, data collected from questionnaire interview are edited, classified, tabulated, processed
and analysed using different tools and technique like mean, median, rank.

Limitation of the Methodology

The following are the limitations of the methodology applied:

 To select two different categories of respondents, random sampling was used.

 Degree of sampling error is higher as the sample size is relatively lower. The sample
represents less percentage of the total population.

 Analysis of data is based on opinions of the students hence the reliability of analysis
depends on the reliability of the opinions.

 Only the students of SOS Hermann Gmeiner School, Gandaki have been selected as
sample. Hence the sample may not be representative of the total population.
  Only descriptive tools have been used for the analysis of the data. Inferential tools have
not been used in this study.

CHAPTER II
DESCRIPTIVE ANALYSIS
2.1 Introduction
Raw data conveys little information. Their processing is an equally important phase in a research
paper. Their processing helps convert the rather vague chunk of information into a single
understandable format. This is like bringing the pieces of puzzle to form bigger and better
sustainable pictures. The processed information is equally important to be represented in an
understandable format that clearly summarizes as to what were the major findings. The processed
data are often brought down in pictorial by formats by using charts pie charts and other tabular
representations.

In this research paper, Microsoft Excel has been used for the purpose of processing the data. The
data have been collected from respondents at first hand. For this purpose, questionnaire has been
used as a tool of collecting responses. People from different location and of different age group
have been incorporated from convenient sampling method.

The study has been focused on two different things, i.e. the analysis of Wai-wai consumers’
buying behaviour and attitude. Various queries related to behavioral and attitudinal aspects of
consumers have been therefore included in the questionnaire in two different headings: attitudinal
and behavioral. The following analysis and attitudinal analysis for an even better understanding.

2.2 Behavioral Analysis

The section includes an analysis of consumers buying behaviour related to Wai-wai products in
the market. Various aspects that address the purchasing behaviour of consumers, like frequency
of purchase, preference in consumption style and major drivers of buying have been included in
the analysis. The responses collected has been further discussed and represented through various
charts and diagrams.

Purchase Frequency of Wai-wai Noodles

The respondents were asked as to what frequency they were in habit of purchasing a Wai-wai
Noodles. The responses come in as shown in the Table 2.1 as follows:

Table 2.1: Purchase Frequency of Wai-wai Noodles

Frequency Percentage
Most often 7 14.0
Often 11 22.0
Sometimes 32 64.0
Never 0 0.0
Total 50 100.0

The given Table 2.1 provides the frequency of purchasing habit of Wai-wai consumers in the
market. Most of the respondents are seen to be in a habit of purchasing Wai-wai at least twice a
week. This response as seen was given mainly by respondents significantly of age group from 14
to 22. Almost all of them were students. The respondents also seemed to be comprised of a few
loyal customers of Wai-wai who purchased Wai-wai products at least 6 times a week. The
following figure 2.1 shows a bar chart that further explains the statistics.
 70

60

50

Percentage
40

30

20

10

0
Most often Often Sometimes Never
Purchase frequency

Figure 2.1: Bar Chart of Purchase Frequency of Wai-wai Noodles

Primary Factor Influencing the Purchase of Wai-wai Noodles

This was another question included in the questionnaire. The primary factors stand for the factor
having the strongest influence and being the utmost reason behind the customers drive to
purchase Wai-wai brand of Noodles. The statistics given in the following Table 5.2 were
received as to their response.

Table 2.2 Primary factors influencing purchase of Wai-wai Noodles

Factors Frequency Percentage

Price 32 64
Quality 5 10
Flavour 4 8
Prizes schemes 9 18
Total 50 100

The Table 2.2 shows the frequencies of factor influencing the purchasing of Wai-wai noodles.
Out of the given four major factors price stood out as the one having the most influence. 64% of
total respondents supported price for having the most effect. The second most affecting factor
as per the responses collected was prize schemes. This held a share of 18 percent of the total
responses.

18%
Price
8% Quality
Flavour
10% 64% Prizes schemes

Figure 2.2: Pie chart representing Factor influencing purchases of Wai-wai Noodles

Consumers preference of style in consuming

Noodles can be consumed particularly in two different ways as we can see in the context of our
country. That is either raw or cooked. The trend of consuming noodles in raw form is not very
popular in foreign countries. The following responses were received in this regard as shown in
the given Table 2.3.

Table 2.3: Consumers’ Preference of Style inConsuming

Form Frequency Percentage

Raw 37 74
Cooked 13 26
Total 50 100

As per the collected information, maximum numbers of respondents were in habit of consuming
Wai-wai in a raw form. It accounted for a total of 37(74%) of the total responses. The remaining
13(26%) preferred to consume Wai-wai in cooked form. This is considerably very low in
comparison to responses accounting for raw consumption. The following pie-chart shows the
share of responses generated in percentage points.
 Percentage

26%

74%

Raw Cooked

Figure 2.3: Pie chart of Preference of style in Consuming

Consumers’ Preference of timing in consuming Wai-wai

Similarly, the respondents were asked regarding the timing they preferred to have Wai-wai
noodles. The following Table 2.4 shows the responses collected.

Table 2.4: Preference of timing in consuming Wai-wai

Form Frequency Percentage

Tiffin/khaja 37 56
Snack 13 24
Lunch/Dinner 10 20
Total 50 100

The consumption of Wai-wai was mostly found to be in tiffin/khaja. The findings however
conclude that all of the given categories held a considerable share that shows that Wai-wai is
consumed in a good share in regard to all given timing. Following is a bar chart showing the
statistics in a pictorial format.
 60

50

40
Percentage

30

20

10

0
Tiffin/Khaja Snack Lunch/Dinner
Consumption form

Figure 2.4: Bar chart showing Preference of timing in consuming Wai-wai

2.3 Attitudinal analysis

This section includes an analysis to consumers’ attitude. Various queries focused on
understanding the consumers’ attitude that has been included in this particular section. This
section therefore helps to have a general understanding of the attitude of consumers. The
respondents collected has been further discussed and represented through various charts and
diagrams.

Consumers’ value rating for Wai-wai brand of Noodles

The respondents were even asked for rating what value they assigned for Wai-wai brand of
Noodles for them as consumers of it. The following Table 2.5illustrate the collected responses.

Table 2.5: Consumers’ value rating for Wai-wai brand of Noodles

Perceived value Frequency Percentage
Strong 19 38
Average 31 62
Low 0 0
Total 50 100

The given table shows that Wai-wai has been able to position its brand in a fairly good respect
over the years. The figure signifies that Wai-wai has been positioned as a strong brand for a fairly
good percentage of its consumers. Also, no respondents believed that Wai-wai had a low branch
appeal. Figure 2.5 shows the collected statistics in a bar diagram.

70

60

50
Percentage

40

30

20

10

0
Strong Average Low
Value rating

Figure 2.5: Bar chart of Consumers’ value rating for Wai-wai brand of Noodles

Consumer satisfaction of flavors offered by Wai-wai Noodles

Similarly, the respondents were asked to what extent they were satisfied with the flavors offered
by Wai-wai Noodles. The following Table 2.6 shows the respondents collected.

Table 2.6: Consumers satisfaction of flavors offered by Wai-wai Noodles

Satisfaction Frequency Percentage
Best 21 42
Fair 27 54
Could be better 2 4
Worst 0 0
Total 50 100

As per the collected statistics, majority of respondents were seen to be satisfied by the flavors
offered by Wai-wai Noodles. The following Figure 2.6 summarizes the responses collected in a
pictorial form.
 60
Percentage 50
40
30
20
10
0
Best Fair Could be Worst
better
Satisfaction

Figure 2.6: Consumers satisfaction of flavors offered by Wai-wai Noodles

Consumers satisfaction of packaging done by Wai-wai Noodles

The respondents were even asked whether or not they were satisfied by the packaging done by
Wai-wai noodles. The following Table 2.7 shows the collected statistics.

Table 2.7 Consumers satisfaction of packaging done by Wai-wai Noodles

Satisfaction Frequency Percentage
Yes 43 86
No 7 14
Total 50 100

The maximum number of respondents said that they were satisfied by the packaging of Wai-wai
Noodles. On query, most of them suggested for an eco-friendly packaging system. The following
Figure 5.7 shows the data collected.

Percentage

14%

86%

Yes No
Figure 2.7: Frequency of Consumers satisfaction of packaging

Consumer response of whether or not they would recommend Wai-wai noodle

products to others

The last query on the questionnaire was whether or not respondents as consumers of Wai-wai
Noodles would recommend it to a friend. Table 2.8 shows the responses collected.

Table 2.8: Consumers responses of whether or not they would recommend Wai-wai noodle
products to others

Remarks Frequency Percentage

Yes 47 94
No 3 6
Total 50 100

Almost all the respondents said that as consumers of Wai-wai Noodles Products to their friend.
The following Figure2.8 shows the collected responses in a pictorial and easy to understand
format.

Percentage
No
6%

Yes
94%

Yes No

Figure 2.8: Consumers responses of whether or not they would recommend Wai-wai noodle
products to others

2.4 FINDINGS
The major findings of this study can be categorize into two main branches:
A. Behavioral Findings

 A majority of people were found to be in habit of purchasing Wai-wai Noodles products

for at least once a week. However major fractions of respondents were also found to be
loyal customers of Wai-wai even purchased Wai-wai noodle products 3 to 5 times a week.
 Price was the most determining factor that influences the purchasing of Wai-wai Noodles.
Quality, flavor, and price schemes had equal influences but of a very low degree as
compared with price.
 A majority of people consuming Wai-wai noodles in raw form instead of cooked form.
And over 50% of total students are found to be consuming Wai-wai as khaja/tiffin. It is
not much consumed as snack or dinner as compared with the ratio of tiffin.
 According to the collected information, advertisements only have a moderate impact on
purchasing behaviour. Very few people believe that it actually has either strong or no
influence over purchasing behaviour.
 Around 50% of the students believe that offers have a strong influence over purchasing
Wai-wai brand of noodles. The other half however believed that offers had only moderate
impact on the purchasing behaviour of Wai-wai Noodles.

B. Attitudinal Analysis

 From the survey it has been seen that a majority of people assigned a good average value
of Wai-wai Noodles products for them. Also a good 40% of people were found to be the
loyal customers and assigned a strong value of Wai-wai Noodles for them.
 According to the information generated in the survey most of the people believed that
Wai-wai Noodles products were best or better than other national brands of noodles rather
than being just comparable as compared in its taste.
 However, a majority of people believed that Wai-wai Noodles products were just
comparable or lower in quality than other international brand of noodles rather than better
of best as compared in its taste.
 A majority of people that Wai-wai noodles are better than its rivals when compared on the
basis of taste. Similarly, a majority of them also on the other hand that Wai-wai Noodles
are less attractively priced then its rivals.
  Well over 80% of people are satisfied with the packaging of Wai-wai Noodles. The one
that were not satisfied however showed their reservations by suggesting eco-friendlier
packaging system.
 Similarly, while 50% of consumers suggested that the recent instant cup noodle was
appealing to them; the other half suggested it had no such appeal on them. This suggest
that the instant cup noodles has not been embraced by a large chunk of the market.
 Majority of the people agreed that Wai-wai noodles have been able to live up to the
statement “hami sabko Wai-wai” by being popular among people.

CHAPTER III
SUMMARY AND CONCLUSION

3.1 Summary
This research significantly focuses to study two different things. The first one is the consumption
behaviour of Wai-wai Noodles products’ consumers in the market. And the second one is the
basic attitude of consumers towards Wai-wai Noodles products. For this study, a total of 50
respondents are taken so as to present the whole population of Wai-wai consumers and
convenience sampling method is used so as to take an access the respondents. Questionnaire has
been used as a tool for collecting responses from the respondents and therefore the nature of data
is solely primary. Advanced data processing software like Microsoft Excel has been for the
processing of primary data. Various statically tools are used to categorize, edit, code, tabulate,
processed and analysis the responses generated.

3.2 Conclusion

This study was aimed to order to understand the general buying and attitude of consumers
towards Wai-wai noodles products. It has been seen therefore from the study that there is a
significance number of loyal customers of Wai-wai noodles in the market and a majority of
people are its frequent buyers. Price is the most critical factors influencing the Wai-wai noodles
and most of the consumers do believe that Wai-wai is insufficient in its pricing when compared
with its competitors, the major study of this report has find out the actual buying behaviour of
Wai-wai Noodles and their general disposition of attitude towards Wai-wai Noodles products.
The study also concentrates on finding out the major factors that influences the buying behaviour
in general. The general attitudes of consumers towards Wai-wai brand of noodles has been
particularly drawn from their general satisfaction on various facts of Wai-wai Noodles products.
Good level of satisfaction has been reported in such aspects as packaging and varieties of flavor
provided under its brand name as well.

3.3 Recommendation

Based on the analysis and findings of the survey following recommendation have been suggested
by the researcher.

 Wai-wai must be careful while making decisions related to extensive expenditures on

advertisements as the study suggested that there is only moderate impact of
advertisements over buying behaviour of consumers.

 Offers have strong influence over the purchasing behaviour of consumers. Therefore,
Wai-wai could come up with attractive offers to enhance their sales volume.

 The study suggests that Wai-wai noodle products are less attractively priced as compared
with other brands of noodles. This could be another major area Wai-wai could possibly
focus on.

This project report is submitted for partial fulfillment of the requirement of the reward of BBA
degree. Therefore, has been made considering limited time and resources. Further research of
such nature is recommended for expanding more properly, the other unaddressed spheres of
consumer attitude and behaviour.
Bibliography

Uma, k.; Dhiya, R&chandrakumar, M.(2008). A study on noodles buying behaviour from
Organized Retail Outlets in Coimbatore. Journal of Social Science and Management, vol. (1),
pg.no.:10

Pant, P.R. (2009). Social Science Research and Thesis writing. Kathmandu: Buddha Academic
Publishers and Distributors Pvt. Ltd.

Website of CG company

www.google.com
 QUESTIONNAIRE

"Consumer Buying Behavior and Attitude on Wai-wai Noodles"

1. How often do you eat/purchase Wai-wai noodles?

a) Most of the time (at least 6 times a week) c) Often (at least 4 times a week)
b) Sometimes (at least twice a week) d) never

2. What is the primary factor influencing purchase of Wai-wai noodles?

a) Price c) Quality
b) Flavour d) Prizes

3. You prefer Wai-wai to be eaten in…………………………form.

a) Raw b) Cooked

4. You prefer Wai-wai to be eaten as…………………………

a) Snacks c) Lunch/Dinner
b) Tiffin/Khaja

5. To what extent do the advertisements stimulate purchasing?

a) Strongly c) Not at all
b) Moderately
6. How much do the offers motivate purchasing Wai-wai?
a) Strongly c) Not at all
b) Moderately

7. How do you rate Wai-wai Noodles value for you as a consumer?

a) Strongly c) Low
b) Average

8. To what extend is Wai-wai Noodles comparative in taste with foreign brands

of noodles?
a) Best c) better
b) Comparable d) Low

9. Where do you mark Wai-wai in the following range as compared with other
brands of local noodles?
a) Best c) better
b) Comparable d) Low

10. In what aspects are we lagging (A.) and better than (B.) in comparison with
others noodles?
A. Price Taste Fair
B. Price Taste Fair

11. The flavours offered by Wai-wai are:

a) Best c) Fair
b) Could be better d) Worst

12. Is there any additional flavour you would suggest Wai-wai could come up
with in the market?
................................................................................................................

13. Are you satisfied with the packaging of Wai-wai Noodles?

……………………………………………………………………………
………………………………..

14. What additional consideration according to you need Wai-wai take for
Packaging?
 ……………………………………………………………………………
…………………………………

15. Is the instant cup product of Wai-wai appealing to you?

a) Yes b) No

16. Would you recommend Wai-wai Noodles products to a friend of yours?

a) Yes c) Indifferent
b) No