Submitted By:

Group 5

Market Research on
Yippee Noddles
 • MDP: Should SunFeast introduce new flavors of yippee?
Context of Problem • MRP: To determine consumer preferences and current
We have taken yippee consumption scenario of yippee
because, if we observe
the trend that is going Research Questionnaire Hypothesis
on now people are R1: What is consumer awareness R1H1: Non users have low awareness
becoming more health about different flavors of yippee? about the different flavors and prices
conscious, at the same R1H2: Heavy users have high
time they wanted to awareness about different flavors and
prices 
explore new varieties of
R2: What are the factors that R2H3: Availability plays important
food and there are 6 influence the purchase of yippee? role in influencing purchase
varieties of yippee that R3: What is the price in which a R3H4: All consumers are from same
are available and they consumer would buy any specific pocket range
flavoured yippee?
seems to be of similar R3H5: All flavours except the generic
flavors ones i.e. plain are of different price
R4: What are the barriers faced by R4H6: Competition of similar product
Yippee? from different brands
R5: What are the criteria of R5H7: People who like to have
potential customers of yippee? different flavors of instant noodles
R5H8: People who depend on instant
food due to time constraint
Exploratory Research
Attribute-Benefit-Value Model
Weak (1-2 times) Average (2-4 times) Strong (>4 times) Sample=52

Qualit Convenienc Self Sensory

Price Feels good
y e Gratification Appeal
BE
NE Satisfy my
FIT little hunger
S
Easy
Variety Easy to Fun to
Trustworthy to buy
consum share
e Feel Refresh Feels
nice to
consum
Filling Affordable Change of e Preferred
Taste by many
ATTRIB Easy
Well Known Availabilit
UTES
Brand y
Quick
Hygiene Flavor
Snack Tasty
Texture Tasty
Available in
More options various sizes
to choose from
Consume Nearby Popular Brand
anywhere, Smell
Stores
anytime
Focused Group Discussion Analysis

• Sampling: (convenience sampling) College

students (52)
• Prefers less spicy food
• Health factor consideration is high
• Online and offline platforms for shopping
• Yippee round shape gives convenience in
cooking People in utensils
• plain and simple Tasty noodles
• Bonding through snacks on verka and store
Descriptive Research
• Demographics Of Survey

Age Group * Gender Crosstabulation

Gender

Prefer not to
  Female Male say Total
Age Group >30 years 1 0 0 1
15-20 years 2 0 0 2
21-25 years 28 17 1 46
26-30 years 5 10 0 15
Total 36 27 1 64

• Food Preferences Findings:

What type of snack do you prefer * Which type of snack do you prefer Crosstabulation • Both homemade and Instant food
Which type of instant snack do you prefer consumer prefers noodles as their choice
Oats/ of food
canned corn Ready to • This reflects high market share of noodles
  food Noodles flakes eat food Toast Total as easy food
What type of Home 0 20 6 10 4 40 • Ready to eat also have considerable units
snack do you made and hence cup noodles can be taken as
prefer Instant 1 14 1 8 0 24 important part for further
foods
recommendations
Total 1 34 7 18 4 64
 Findings on attributes:
Att ribute d Conside re d w hile buying noodle s • In general when people buy
noodles, variety matters most in all
Variety 3.92
the attributes
Value for Money 3.79
• But, while buying yippee noodle
Quality 3.51 they don’t see variety as their first
Convenience 3.51 preference
Taste 2.62 • Reason is lack of awareness of
Healty 3.76 different flavours of yippee
Fun and enjoyable to eat 3.54
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50

Why People Prefer Yippee? Flavours know to people

Availability 3.62
Variety 3.22
Price 3.87
Texture 3.41
Flavor 3.43
Taste 2.75
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00
Findings about Competition
• From the survey we got to know that Maggi brand awareness is maximum among the consumers as Maggi got 79.4% whereas
Yippee got 9.5% and Others noodle got 11.1%. This indicated that Consumer are more aware of the Maggi and the reason can
be-
• Advertisement or campaign done by Maggi 
• Maggi is available in many outlet and served with its own special recipe
• Maggi is available in every small and big shops

• Consumer know yippee after Maggi reason can be-

• Demand is less and many retailer doesn’t want to sell the product which can lead to increase in their inventory.
• It is not available in many outlets

• From survey we also got to know that 50.8% consumer prefer their native taste while purchasing noodle
• Every part of India has different and diverse taste.
• Different type of spices are used by different part of the country
• Indians find difficult to adapt to changes
 Do you have inclination towards health factor in noodles? * How do you perceive yippee noodles Crosstabulation
Count
How do you perceive yippee noodles
Good for Tasty/Fun
  health Junk food Ready to eat eating Total
Do you have inclination No 1 8 5 8 22
towards health factor in Yes 2 12 17 11 42
noodles?
Total 3 20 22 19 64

Findings:
• 65.5% prefer health factor in noodles, whereas only 4.7% people visualises yippee as an
healthy product
• In general most people have an inclination towards health factor in noodles but they don’t
perceive yippee as good for health

Do you think yippee should

introduce new flavors for
noodles?
Summary Table
Research Questionnaire Hypothesis Accepted or Rejected
R1: What is consumer awareness R1H1: Non users have low awareness Accepted
about different flavors of yippee? about the different flavors and prices

R1H2: Heavy users have high awareness Accepted

about different flavors and prices 

R2: What are the factors that R2H3: Availability plays important role in Accepted
influence the purchase of yippee? influencing purchase

R3: What is the price in which a R3H4: All consumers are from same Accepted
consumer would buy any specific pocket range
flavored yippee?
R3H5: All flavors except the generic ones Rejected
i.e. plain are of different price
R4: What are the barriers faced R4H6: Competition of similar product from Accepted
by Yippee? different brands
R5: What are the criteria of R5H7: People who like to have different Accepted
potential customers of yippee? flavors of noodles
R5H8: People who depend on instant food Accepted
due to time constraint
Recommendations
- We recommend to introduce a new variety of Yippee made of Healthy ingredient like Ragi
with interesting flavours
- Most people have an inclination towards health factor in noodles

- When people buy noodles, variety matters most in all the attributes

- Improvement in texture

- Current texture is bit undercooked

- Perception that all purpose flour is unhealthy when is undercooked

- Doing advertisement which can impact people on their emotions and connectivity
THANK YOU