YIPPEE NOODLES CUSTOMER SATISFACTION SURVEY

IN INDIA
A Project report submitted in partial fulfillment of the requirements
for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

AKHILA KETHINENI
(REG NO:1982463016)

Under the guidance of

PROF. S. DURGA RAO
DEPARTMENT OF MANAGEMENT STUDIES
SRI VENKATESWARA UNIVERSITY
TIRUPATI-517502

1
 Acknowledgement
I would like to acknowledge my gratitude and thanks to our Business
Research Methods Professor Dr. S. Durga Rao for his assistance and
suggestions while working on this project. This project work helped
me to develop a good insight on the topics covered by our Professor. I
am also thankful to the people of TIRUPATI.
(This research is purely for academic purpose and it is not meant for
any other purpose.)

By
AKHILA KETHINENI

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CONTENTS
CHAPTER NUMBER TITLE PAGE NUMBER
1. Introduction 4
Industry profile 8
Company profile 10
2. Review of literature 13
3. Research 19
Methodology
4. Data analysis and 20
Interpretation
5. Findings 41
Suggestions 42
Annexure 43

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CHAPTER 1 : INTRODUCTION

CUSTOMER SATISFACTION
Persons feeling of pleasure or disappointment which resulted from comparing
a product’s perceived performance or outcome against his/her expectations.
Customer satisfaction is defined as measurement that determines how happy
customers are with a company’s products, services, and capabilities.
Customer satisfaction is a term frequently used in marketing to evaluate
customer experience. It is a measure of how products and services supplied by
a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals." Enhancing customer satisfaction and fostering
customer loyalty are pivotal for businesses, given the significant importance of
improving the balance between customer attitudes before and after the
consumption process.
Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring
that they have a positive experience with the company's goods and services."
"Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the
firm’s customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly realized
at the extremes."
Customer satisfaction measures how well a company's products or services
meet or exceed customer expectations. It’s crucial for understanding customer
loyalty, improving business operations, and maintaining competitive advantage.

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NEED FOR CUSTOMER SATISFACTION SURVEY:
1. Identify Strengths and Weaknesses: Surveys help pinpoint areas where the
business excels and where improvements are needed.
2. Enhance Customer Experience: Feedback helps tailor products and services
to better meet customer needs.
3. Boost Loyalty and Retention: Satisfied customers are more likely to return
and recommend the business.
4. Inform Strategic Decisions: Data-driven insights guide business strategies
and operational changes.

LIMITATIONS:
1. Response Bias: Survey results may be skewed by respondents who are either
highly satisfied or dissatisfied.
2. Sampling Issues: Unrepresentative samples can lead to inaccurate
conclusions about overall customer satisfaction.
3. Limited Insight: Surveys may not capture the full context of customer
experiences or the reasons behind their feedback.
4. Resource Intensive: Designing, distributing, and analysing surveys can be
time-consuming and costly.

WHY IS IMPORTANT TO MEASURE CUSTOMER SATISFACTION

1. Understanding Customer Needs: Detailed measurements help identify
specific areas where customers feel satisfied or dissatisfied, allowing
businesses to address specific needs and preferences.
2. Improving Products and Services: By analysing detailed feedback,
businesses can make informed decisions about product or service
improvements, leading to higher quality offerings.
3. Enhancing Customer Retention: Satisfied customers are more likely to return
and recommend the business to others. Detailed insights help in creating
better experiences that foster loyalty.

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4. Competitive Advantage: Understanding and acting on detailed customer
feedback can give businesses an edge over competitors by continually refining
their offerings.
5. Identifying Issues Early: Detailed measurements can highlight problems
before they escalate, allowing businesses to address issues proactively.
6. Tracking Performance: It helps in tracking changes in customer satisfaction
over time, providing insights into the effectiveness of changes and strategies
implemented.

WAYS TO MEASURE CUSTOMER SATISFACTION

1. Surveys: Use online surveys, phone surveys, or in-person surveys to gather
feedback. Tools like SurveyMonkey or Google Forms can help.
2. Net Promoter Score (NPS): Measures customer loyalty by asking how likely
customers are to recommend your product or service to others.
3. Customer Satisfaction Score (CSAT): Directly asks customers to rate their
satisfaction with a product or service.
4. Customer Effort Score (CES): Assesses how much effort customers need to
put in to resolve an issue or complete a transaction.
5. Reviews and Ratings: Analyse reviews and ratings on platforms like Yelp,
Google, or social media.
6. Social Media Monitoring: Track mentions, comments, and sentiment on
social media platforms.
7. Customer Retention Rates: Measure how many customers continue to do
business with you over time.
8. Churn Rate: Track the percentage of customers who stop using your service
over a specific period.
9. Feedback Forms: Use feedback forms on your website or at points of service.
10. Direct Interviews: Conduct interviews with customers to get in-depth
feedback.

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HOW TO COLLECT CUSTOMER SATISFACTION DATA ?
1. Surveys: Create and distribute surveys through email, social media, or on
your website. Use tools like SurveyMonkey, Google Forms, or Type form to
gather responses.
2. Feedback Forms: Include feedback forms on your website or in your product
packaging. Make sure they are easy to access and fill out.
3. Interviews: Conduct one-on-one interviews with customers to get detailed
feedback. This can be done in person, over the phone, or via video calls.
4. Focus Groups: Organize focus group discussions with a small group of
customers to gain insights into their experiences and opinions.
5. Online Reviews: Analyse reviews on platforms like Google, Yelp, or Trustpilot
for feedback and ratings.
6. Customer Support Interactions: Review interactions with customer support
to identify recurring issues or trends in feedback.
7. Net Promoter Score (NPS): Use NPS surveys to measure customer loyalty
and the likelihood of recommending your product or service.

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INDUSTRY PROFILE
Noodles are sold in a precooked and dried noodle block, with flavouring
powder and/or seasoning oil. The flavouring is usually in a separate packet,
although in the case of cup noodles the flavouring is often loose in the cup.
Some instant noodle products are seal packed; these can be reheated or eaten
straight from the packet/container. Dried noodle blocks are cooked or soaked in
boiling water before eating. The main ingredients used in dried noodles are
usually wheat flour, palm oil, and salt. Common ingredients in the flavouring
powder are salt, monosodium glutamate, seasoning, and sugar. The dried
noodle block was originally created by flash frying cooked noodles, and this is
still the main method used in Asian countries, but air-dried noodle blocks are
favoured in Western countries. Instant noodles were invented by Momofuku
Ando (born Go Pek-Hok) of Nissin Foods in Japan.
They were launched in 1958 under the brand name Chicken Ramen. In 1971,
Nissin introduced Cup Noodles, a dried noodle block in a polystyrene cup (It is
referred to as Cup Ramen in Japan). Instant noodles are marketed worldwide
under many brand names.
Ramen, a Japanese noodle soup, is sometimes used as a descriptor for instant
noodle flavours by some Japanese instant noodle manufacturers (as Indomie
use Mie goreng as a descriptor for their Indomie range). It has become
synonymous in America for all instant noodle products.
Instant noodles were invented by Taiwanese-Japanese inventor Momofuku
Ando in Japan. It was first marketed on 25 August 1958 by Ando's company,
Nissin, under the brand name Chicken Ramen. Ando developed the production
method of flash frying noodles after they had been made, creating the
"instant" noodle. This dried the noodles and gave them a longer shelf life even
exceeding that of frozen noodles. Each noodle block was pre-seasoned and
sold for 35 yrs. Initially due to its price and novelty, Chicken Ramen was
considered a luxury item, as Japanese grocery stores typically sold fresh
noodles for one-sixth their price. Despite this, instant noodles eventually
gained immense popularity, especially after being promoted by Mitsubishi
Corporation.
According to a Japanese poll in the year 2000, "the Japanese believe that their
best invention of the twentieth century was instant noodles." As of 2010,
approximately 96 billion servings of instant noodles are eaten worldwide every

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year. China consumes 42 billion packages of instant noodles per year- 44% of
world consumption - Indonesia, 14 billion; Japan, 5.3 billion, Vietnam 4.8
billion, USA 4 billion. Per capita, South Koreans consume the greatest amount
of instant noodles, 69 per capita per year.
Indian noodles market was valued at USD 2,230.4 Million in 2024 and is
expected to reach USD 7411.6 Million by 2033, at a CAGR of 12.99% during the
forecast period 2024 – 2033.
The noodle market is a massive and constantly evolving industry. Instant
noodles, known for their convenience and affordability, dominate the market,
with brands like Maggi leading the way. However, there’s a growing trend
towards premium, fresh noodles and healthier options made from whole grains
and vegetables.
The market is also influenced by regional preferences, with Asia being the
largest consumer, followed by Europe and Africa. As busy lifestyles and
disposable incomes rise, the demand for convenient yet flavourful noodles is
expected to keep the market flourishing.
FEATURE OF THE REPORT DETAILS
Market size in 2024 USD 2,130.4 Million
Projected market size USD 7,411.6 Million
Market size in 2024 USD 1,876 Millon
CAGR growth rate 12.99% CAGR
Base year 2023
Forecast period 2024 -2033
Key segment By product type source, packaging
type, raw material type, distribution
channel and region.
Report coverage Revenue estimation and forecast,
company profile, competitive
landscape, growth factors and recent
trends.

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COMPANY PROFILE
ITC entered the instant noodles segment with the launch of Sun feast Yippee!
in 2010. The sourcing and blending expertise that has made Aashirvaad India's
No I branded Atta has been leveraged to create a delightful noodle block. The
block being round in shape does not need to be broken while cooking,
providing really long & slurry noodles. A special scientific process ensures that
the noodles does not lump even 30 minutes after cooking.
Yippee! instant noodles is available in three lip smacking variants - Classic
Masala, Magic Masala and Chinese Masala. Classic Masala is the Classical
Indian Masala flavour with a perfect blend of spices. Magic Masala is a special
masala created by ITC with spices and also has five different types of
dehydrated vegetables. Chinese Masala is a unique combination of Chinese and
Masala Flavours.
Yippee is the second popular noodle brand in India, which has been produced
by Sunfeast Yippee made its way into the Indian market in the first decade only.
People started loving it Yippee is also having a tough competition among each
other and also became a competitor of Maggie. Yippee noodles are available in
five different variants; classic masala, magic masala. Chinese masala , tri colour
pasta, tri color pasta masala (creamy corn ). Yippee is also playing such a great
role in India, children are now becoming a lover of yippee. They want to take it
every day by ignoring their side effects. Yippee has also made its high craze in
India and giving a profit to the Sun feast company by becoming a second best
choice in noodles for the Indian people as well as outside in the country.
Sunfeast is on its way to become a megabrand. This challenger biscuit brand
launched in 2003.within a span of 7 years, has presence in categories like
biscuits, pasta and now in noodles. Sunfeast made its first brand extension in
2005 when it launched Sunfeast Pasta Treat and created the pasta category in
the Indian market.
In September 2010, the brand launched its noodles brand extension- Sunfeast
Yippee. Indian noodles segment has now become a huge market worth Rs 1200
crore. Maggi is the market leader with a whopping 70% market share (Business
Standard). A huge market with one major market leader is definitely an
attractive one. That is one of reason why so many players have recently
launched their brand in this segment.

10
Sunfeast (ITC) is a worthy player to take on the might of Maggi. ITC is a
company that is not averse to taking risk and have a huge cash reserve to fight
a marketing war with Nestle.
The Sunfeast brand already has built up sufficient equity in the biscuit business
with its high profile campaigns featuring Shah Rukh Khan. The brand also
occupied good shelf space in most of the large retail formats. Another aspect of
the brand was its penchant for launching a series of new products and flavours
which helped gain lot of consumer liking in the biscuit business.
Looking at the strategy behind extending the biscuit brand into noodles, there
are pros and cons that has to be noted. The major advantage for ITC in
extending the Sunfeast brand is that it may have saved lot of money through
this extension. Building a brand in a sensitive category like food will take lot of
investment and time. Since Sunfeast is already in food business, it makes
economic sense to launch noodles under this brand.
The disadvantage is the dilution of the equity of the brand in its core business-
biscuits. Sunfeast is not now a biscuit brand but an umbrella brand endorsing
many food items. Hence the personality of the brand has changed . This change
has happened from 2005 itself when the brand launched the brand launched
the Pasta treat.

SUNFEAST YIPPEE
THE BIRTH OF YIPPEE
Yippee was born out of the need for better noodles. With the blending
expertise of Aashirvaad atta to create a round noodle block, a choice in masala
and a special scientific process that does not allow lumping; We do just that!
September 2010
• Yippee is launched
• Yippee Classic masala and Magic masala were first launched in Bangalore
• Yippee launched India's first Tri colour pasta in Bangalore
July 2016
• Yippee enters 600 crore club

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 • Believe in customer satisfaction to all ends and hence have gained the
trust.
- AC Nielsen July'16
August 2016
• Yippee launches new Power Up Atta Noodles

YIPPEE NOODLES COMPETITORS MARKET SHARE IN

INDIA
Maggi (Nestle) 63%
Yippee (ITC) 22%
Top Ramen (Nissin) 7%
Indomie ( Indo foods) 2%
Others 6%

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CHAPTER 2 : LITERATURE REVIEW

INTRODUCTION
A literature review is a comprehensive summary of previous research on a
topic. The review should enumerate, describe, summarize, objectively evaluate
and clarify this previous research. It should give a theoretical base for the
research and help you (the author) determine the nature of your research.
A literature review discusses published information in a particular subject area,
and sometimes information in a particular subject area within a certain time
period. A literature review can be just a simple summary of the sources, but it
usually has an organizational pattern and combines both summary and
synthesis.
The literature review is a written overview of major writings and other sources
on a selected topic. Sources covered in the review may include scholarly
journal articles, books, government reports, Web sites, etc. The literature
review provides a description, summary and evaluation of each source.

PURPOSE
• Provide foundation of knowledge on topic
• Identify areas of prior scholarship to prevent duplication and give credit
to other
• Identify inconstancies, gaps in research, conflicts in previous studies,
open questions left from other research
• Identify need for additional research (justifying your research)
• Identify the relationship of works in context of its contribution to the
topic and to other works
• Place your own research within the context of existing literature making
a case for why further study is needed.

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ACTUAL AUTHORS AND THEIR SPECIFIC FINDINGS
Subrata Roy in his research paper suggests that favourable consumer
behaviour in noodles purchase by the consumers do have an impact on
the consumer's brand parity perception about noodles. The research
clearly indicates that the favourable consumer behaviour in noodles
purchase by the consumers also have a strong influence on the
consumer's style of purchasing noodles. These results are largely
controllable by managers and therefore can be utilized by them to
improve the situations on favourable ground in the process of selling
noodles in Siliguri market. Over all this research suggests a
comprehensive view of bringing in some comprehensive alterations in
their strategies of selling noodles in Siliguri market.

Indumathi et al. (2007) in their study have revealed that occupation of

the women, income of the family and saving time while cooking are the
most influencing factors of spicy products. The authors say that most of
the consumers have purchased 200 gm pack of powders and masala's,
while small number of consumers prefers 100 gm packets.

Kamalaveni and Nirmala (1996) in their study have portrayed that most
of the instant food products. Most of the consumers regularly purchase
at least three varieties of food items and they suggest that door to door
distribution of free sample is used as a main tool of sales promotion by
the instant food product manufacturers.

Saritha Bahl (2012) has developed a model to understand the

determinants of consumer behaviour regarding buying decisions. The
frequency of consumer's shopping for food products has been analysed
among different occupations. Efforts have been taken to know the
attitude of the consumers towards food product labels and their
perception about food safety which was also analysed.

“A Study on Consumer Behaviour towards Instant Food Products (With

Special References to Kanchipuram Town)” by Srinivasan k and Nirmala
Consumer behaviour is described in the introduction of the paper as
"the behaviour that customers display in looking for, buying goods, using,

14
evaluating, and dismissing of products and services." The author then
goes on to explore the variables that affect consumer behaviour,
including
socio-demographic factors (such as family, friends, and culture) and
psychological ones (such as character, views, and beliefs). The effects of
the findings for marketing of instant food products are covered in the
paper's conclusion. When promoting instant food products to
consumers, the author advises marketers to emphasize convenience,
taste, and price. Younger consumers should be their primary focus
because they are more likely to be engaged in these goods.

“Analysis of consumer behaviour in buying instant noodles (case

studies in the Bogor City Area)” by wartaka mohammed and
Sumardjono
The author polled 167 customers in Bogor City, Indonesia, to learn more
about their opinions on quick noodles. The survey's findings indicated
that price, flavour, and convenience were the three main factors
influencing customer attitudes toward instant noodles. The author also
discovered that younger customers consumed quick noodles more
frequently than older ones. The ramifications of the research's results for
marketers of instant noodles are covered in the paper's conclusion. The
author advises marketers to emphasize price, taste, and convenience
when promoting noodles on demand to consumers. Younger consumers
should be their primary focus because they have a higher probability
to be fascinated in these goods.

"Brand Loyalty Amidst Perceived Health Risk: A Study of Perception of

Maggi Noodles Amongst Delhi Residents Before and After Controversy
Across Demographic Variables" by Nigam and Narendra kumar.
The introduction of the report gives a quick background of the
Indian Maggi noodles dispute. Maggi noodles were prohibited by the
Food Safety and Standards Authority of India (FSSAI) in 2015 after
tests revealed that they had too much lead and monosodium glutamate
(MSG). After Nestle India, the maker of Maggi noodles, did its own
tests and determined that the noodles were safe to consume, the ban
was lifted a few weeks later. The remainder of the essay is on how the

15
debate has affected how consumers view Maggi noodles. 400 Delhi
residents were surveyed both beforehand and following the dispute by
the
writers. The study results revealed that since the issue, Maggi noodles'
reputation had drastically deteriorated. Customers were inclined to
think, in particular, Eating Maggi noodles was dangerous and harmful.
The ramifications of the results for instant noodle marketers are covered
in the paper's conclusion. Marketers, according to the authors, need to
be mindful of how consumer opinion of their brands may be impacted
by food safety problems. They also recommend that after a dispute,
marketers take steps to restore customer confidence in their companies.

"BRAND PREFERENCES AND LEVEL OF SATISFACTION IN CONSUMING

NOODLES AMONG WORKING WOMEN IN TIRUCHIRAPPALLI DISTRICT"
by Unnamalai.
The introduction of the report gives a quick outline of how crucial
instant noodles are to working women's diets. Among working women
who frequently have little time to prepare meals, instant noodle noodles
are a practical and economical solution. They also include a lot of carbs,
which are a fantastic source of energy. The following section of the essay
focuses on the instant noodle brand choices and satisfaction levels of
working women in Tiruchirappalli District, India. 100 working women in
the area were surveyed by the author. According to the poll findings,
Maggi is the brand of instant noodles that consumers prefer most,
followed by Yippie and Ching's Secret. The vast majority of respondents
said that instant noodles had good flavour and quality. The study
discusses the effects of in its final section the conclusions for instant
noodle marketers. The author proposes that when promoting instant
noodles, marketers should pay attention to the elements that are
significant to working women. They must also guarantee that their goods
are reasonably priced, delectable, and practical.

"Consumer perception and satisfaction towards instant noodles" by

Gupta and Devkanya .
The introduction of the paper gives a quick review of instant noodles. A
form of pre-cooked noodle known as instant noodles can be rapidly and
simply produced by adding hot water. They are

16
a well-liked food item in many nations, especially with young people and
adults who are in the workforce. uThe following section of the essay
focuses on how consumers feel about instant noodles. To find out how
Indian customers felt about instant noodles, the writers polled 100 of
them. The survey's findings indicated that price, convenience, and taste
had the biggest impacts on consumers' opinions of instant noodles.
The vast majority of respondents thought instant noodles tasted well
and were convenient. Some respondents, however, expressed worry
about the nutrient content of instant noodles.

17
 OBJECTIVES
• To measure the customer satisfaction levels on Yippee Noodles.
• To redesign the marketing strategies if needed.

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CHAPTER 3
RESEARCH METHODOLOGY
Research methodology is a way of explaining how a researcher intends to carry
out their research. It's a logical, systematic plan to resolve a research problem.
A methodology details a researcher's approach to the research to ensure
reliable, valid results that address their aims and objectives. It encompasses
what data they're going to collect and where from, as well as how it's being
collected and analysed.
A research methodology gives research legitimacy and provides scientifically
sound findings. It also provides a detailed plan that helps to keep researchers
on track, making the process smooth, effective and manageable. A researcher's
methodology allows the reader to understand the approach and methods used
to reach conclusions.
RESEARCH DESIGN: Descriptive research design
DATA SOURCES:
Primary data: Collected from customers of Yippee noodles
Secondary data: Wikipedia
RESEARCH APPROACH: Online survey
RESEARCH INSTRUMENT: Questionnaire
SAMPLING PLAN:
Sampling unit: Customers of yippee
Sample size: 99
Sampling procedure: Convenience sampling
CONTACT METHOD: Online distribution
STASTICAL TOOL: Chi square test

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CHAPTER 4 :
DATA ANALYSIS AND INTERPRETATION
SIMPLE TABULAR ANALYSIS
TABLE 4.1
AGE
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Below 20 23 23.23%
20-30 64 64.64%
30-40 3 3.03%
40-50 2 2.02%
Above 50 7 7.07%
Total 99 100%

BELOW 20 20-30 30-40 40-50 ABOBE 50

INTERPRETATION :
Out of 99 respondents, 23.23% are below 20 age group, 64.64% are between
20 – 30 age group, 7.07% are between 40 -50 age group, and 2.02 % are above
50 age group.

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TABLE 4.2
GENDER

PARTICULARS NUMBER OF PERECENTAGE

RESPONDENTS
Male 31 31.31%
Female 68 68.68%
Total 99 100%

MALE FEMALE

INTERPRETATION :
Out of 99 respondents, 31,31% are male and 68.68% are female.

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TABLE 4.3
YIPPEE IS FAMOUS FOR :

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Noodles 84 84.84%
Sauce 4 4.04%
Soup 5 5.05%
Pasta 5 5.05%
Total 99 100%

NOODLES SAUCE SOUP PASTA

INTERPRETATON :
Out of 99 respondents, 85.85% thought Yippee is famous for noodles, 54.54%
thought it is famous for sauce, 4.04% thought it is famous for soup, and 5.05%
thought it is famous for pasta.

22
TABLE 4.4
MOST PREFERRED BRAND FOR INSTANT
NOODLES
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Maggi 33 33.03%
Yippee 52 52.52%
Jayme 4 4.04%
Ramen 10 10.01%
Total 99 100%

MAGGI YIPPE JAYME TOP RAMEN10

INTERPRETATION :
Out of 99 respondents, 33.33% prefer Maggi, 52.52% prefer Yippee, 4.04%
prefer Jayme, and 10.1% prefer Top Ramen.

23
TABLE 4.5
CONSUMER VARIANT PREFERENCE FOR
YIPPEE NOODLES
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Taste 33 33.33%
Instant 52 52.52%
Hygiene 4 4.04%
Flavours / Varieties 10 10.1%
Total 99 100%

TASTE INSTANT HYGIENE OTHERS

INTERPRETATION :
Out of 99 respondents, 58.58% preferring for taste , 28.28% preferring for
instant, 8.08 % preferring for hygiene, and 5.05% preferring for others.

24
TBALE 4.6
SOURCE OF INFORMATION

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
News 2 2.02%
Advertisement 76 76.76%
Friends/Family 20 20.2%
Others 1 1.01%
Total 99 100%

NEWS ADVERTISEMENT FRIENDS /FAMILY OTHERS

INTERPRETATON :
Out of 99 respondents, 2.02% chose news, 76.76% chose advertisement, 20.2%
chose friends/family, and 1.01% chose others.

25
TABLE 4.7
CONSUMPTION OF YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Once in a week 26 26.26%
Twice in a week 18 18.18%
Once in a month 40 40.4%
Twice in a month 15 15.15%
Total 99 100%

ONCE IN A WEEK TWICE IN A WEEK

ONCE IN A MONTH TWICE IN A MONTH

INTERPRETATION :
Out of 99 respondents, 26.26% are consuming once in a month, 18.18% are
consuming twice in a week, 40.4% consuming once in a month, and 15.15% are
consuming twice in a month.

26
TABLE 4.8
CUSTOMERS OF YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDETNS
Children 10 10.1%
Teenager 18 18.18%
Adults 4 4.04%
All the above 68 68.68%
Total 99 100%

CHILDREN TEENAGERS ADULTS ALL THE ABOVE

INTERPRETATION :
Out of 99 respondents, 10.1% are children, 18.18% are teenagers, 4.04% are
adults, and 68.68% thought all the above.

27
TABLE 4.9
LIKING OF YIPPEE TASTE

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Yes 89 89.89%
No 10 10.1%
Total 99 100%

YES NO

INTERPRETATION :
Out of 99 respondents, 89.89% like the taste of Yippee, 10.1% do not like taste
of Yippee.

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TABLE 4.10
C0NTINUING OF EATING YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Yes 94 94.94
No 5 5.05
Total 99 100

YES NO

INTERPRETATION :
Out of 99 respondents, 94.94% continue to eat Yippee Noodles, 5.05% do not
continue to eat Yippee Noodles.

29
TABLE 4.11
MONTHLY EXPENSES ON YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Below 100 72 72.72%
Between 100 & 200 21 21.21%
Above 200 6 6.06%
Total 99 100%

BELOW 100 BETWEEN 100 & 200 ABOVE 200

INTERPRETATION :
0ut of 99 respondents, 22.22% are spending below 100, 21.21% are spending
between 100 & 200, and 6.06% are spending above 200.

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TABLE 4.12
SUGGESTING YIPPEE NOODLES TO OTHERS

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Yes 85 85.85%
No 14 14.14%
Total 99 100%

YES NO

INTERPRETATION :
Out of 99 respondents, 85.85% said yes and 14.14% said no to suggest Yippee
Noodles to anyone.

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TABLE 4.13
EVALUATING REASONS BEHIND PREFERENCE
OF YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Advertisement 8 8.08%
Easy to cook 50 50.5%
Many flavours 5 5.05%
Taste 36 36.36%
Total 99 100%

ADVERTISEMENT EASY TO COOK MANY FLAVOURS TASTE

INTERPRETATION :
Out of 99 respondents, 8.08% are preferred for advertisement, 50.5% are
preferred for easy to cook, 5.05% are preferred for many flavours, and 36.36%
are preferred for taste.

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TABLE 4.14
YIPPPEE NOODLES IS PURELY A SNACK
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Strongly agree 14 14.14%
Agree 51 51.51%
Neutral 5 5.05%
Disagree 13 13.13%
Strongly disagree 16 16.16%
Total 99 100%

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

INTERPRETATION :
Out of 99 respondents, 14.14% strongly agree, 51.51% agree, 5.05% neutral,
13.13% disagree, and 16.16% highly disagree that Yippee Noodles purely a
snack time dish.

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TABLE 4.15
YIPPEE NOODLES CONTAIN HIGH PROTEIN
AND VITAMINS
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Strongly agree 1 1.01%
Agree 41 41.41%
Neutral 8 8.08%
Disagree 40 40.4%
Strongly disagree 9 9.09%
Total 99 100%

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

INTERPRETATION :
Out of 99 respondents, 1.01% strongly agree, 41.41% agree, 8.08% neutral,
40.4% disagree, and 9% are highly disagree that Yippee Noodles contain high
protein and vitamins.

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TABLE 4.16
OPINION TOWARDS INTRODUCTION OF NEW
FLAVOURS

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Yes 85 85.85%
No 14 14.14%
Total 99 100%

YES NO

INTERPRETATION :
Out of 99 respondents, 85.85% said yes and 14.14% said no to introduce new
flavours of Yippee noodles.

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TABLE 4.17
ASSESSING YIPPEE NOODLES FOR
HEALTHINESS
PARTICULARS NUMBER OF PERCENTAGE
RESPONDENTS
Strongly agree 1 1.01%
Agree 18 18.18%
Neutral 54 54.54%
Disagree 26 26.26%
Strongly disagree 0 0%
Total 99 100%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION :
Out of 99 respondents, 1.01 % strongly agree, 18.18% agree, 54.54% neutral,
26.26% disagree, and 0% highly disagree regarding healthiness of Yippee
Noodles.

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TABLE 4.18
LIKING OF OTHER COMPANY PRODUCTS
RATHER THAN YIPPEE

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Yes 76 76.76%
No 23 23.23%
Total 99 100%

YES
NO

INTERPRETATION :
Out of 99 respondents, 76.76% said yes and 23.23% said no to use other
company products rather than Yippee Noodles.

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TABLE 4.19
OVERALL SATISFACTION OF YIPPEE NOODLES

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Highly satisfied 18 18.18%
Satisfied 31 31.31%
Neutral 16 16.16%
Dissatisfied 19 19.19%
Highly dissatisfied 15 15.15%
Total 99 100%

HIGHLY SATISFIED SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED

INTERPRETATION :
Out of 99 respondents, 18.18% are highly satisfied 31.31% are satisfied, 16.16%
are neutral, 19.19 % are dissatisfied, and 9.09% are highly dissatisfied.

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CROSS TABULAR ANALYSIS

CHI-SQUARE ANALYSIS
NULL HYPOTHESIS : Satisfaction levels are independent of gender
SATISFACTION MALE FEMALE TOTAL
LEVELS
Highly satisfied 6 12 18
Satisfied 7 24 31
Neutral 6 10 16
Dissatisfied 6 13 19
Highly dissatisfied 6 9 15
TOTAL 31 68 99

OBSERVED EXPECTED (O–E) ( O – E )^2 ( O -E )^2/E

VALUES (O) VALUES (E)
6 5.63 0.37 0.13 0.02
12 12.36 -0.36 0.12 0.01
7 9.70 -2.7 3.81 0.39
24 21.29 -2.71 7.34 0.34
6 5.01 0.99 0.98 0.19
10 10.98 -0.98 0.96 0.08
6 5.94 0.06 0.0036 0.0006
13 13.05 -0.05 0.0025 0.0001
6 4.69 1.31 1.71 0.36
9 10.30 -1.3 1.69 0.16
TOTAL 1.5507

Calculated Chi Square value = 1.5507

Degree of freedom = (r -1) (c – 1)
=(5 -1)(2 -1)
=4

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INFERENCE : Since the calculated Chi-Square value 1.5507 is less than the
critical table value 9.49 at 4 degrees of freedom at 5% significance level, We
accept the null hypothesis.
CONCLUSION : There is no significance difference in the among the satisfaction
levels between male and female.

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CHAPTER 5
SUMMARY OF FINDINGS
• Majority 64.64% of the respondents are in the age group of 20 – 30.
• 85.85% of the respondents thought that Yippee is famous for Noodles.
• 52.52% of the respondents chose Yippee rather than other brand
products.
• 85.85% of respondents asked to introduce new flavours in the market.
• 89.89% of respondents like the taste of Yippee Noodles.
• 94.94% of respondents continue to eat Yippee Noodles.
• 85.85% of respondents said yes to suggest Yippee Noodles to anyone.
• 68.68% of respondents satisfied with the Yippee Noodles.

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SUGGESTIONS
• More flavours can be introduced in Yippee Noodles as 85.85% of
respondents are suggesting to introduce new flavours into the market.
• Improve promotional activities.

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ANNEXURE
QUESTIONNAIRE ON CUSTOMER SATISFACTION
TOWARDS YIPPEE NOODLES
1. Name:
2. Age:
A. Below 20 B. 20-30 C. 30-40 D. Above 50
3. Gender
A. Male B. Female C. Prefer not to say
4. What comes in your mind when you first hear the word Yippie ?
A. Noodles B. Sauce C. Soup D. Pasta
5. What is the brand that comes to you when we say the word Noodles ?
A . Maggi B. Yippee C. Jayme D. Top ramen
6. How do you perceive Yippee products?
A. Taste B. Instant C. Hygiene D. Others
7. Do you perceive Yippee noodles as a healthy product?
A. Neutral B. Agree C. Disagree D. Strongly agree
8. How come you know about Yippee noodles?
A. News B. Advertisement C. Friends/Family
9. How often you consume Yippee?
A. Twice in a month B. Once in a week C. Twice in a week month
10. Yippee noodles is preferred by?
A. Children B. Teenager C. Adult D. All the above
11. Do you like taste of Yippee ?
A. Yes B. No
12. Will you continue eating Yippee noodles?

43
A. Yes B. No
13. How much will you spend for Yippee noodles per month ?
A. Below 100 B. Between 100&200 C. Above 200
14. Will you suggest Yippee noodles to anyone ?
A. Yes B. No
15. You like Yippee noodles because of
A. Advertisement B. Easy to cook C. Many flavours D. Taste
16. Yippee noodles is purely a snack time dish?
A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree
17. Yippee noodles contain high protein and vitamins
A. Strongly agree B. Agree C. Neutral D .Disagree E. Strongly disagree
18. Should Yippee noodles introduce new flavours in the market?
A. Yes B. No
19. Yippee Noodles is good for health
A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree
20. Will you use other companies products rather than Yippie noodles ?
A. Yes B .No
21. Overall how satisfied are you with Yippee noodles ?
A. Highly satisfied B. Satisfied C. Neutral D. Dissatisfied
E. Highly dissatisfied
22. Offer any suggestions?

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REFERENCES
• www.wikipedia.org
• www.researchgate.net
• www.scribd.com
• www.sunfeastyippee .com

THANK YOU

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