How popular is your favourite instant noodles brand?

How popular is your favourite instant noodles brand?

Instant noodles are increasingly becoming an important part of our lives. Presence of the different flavors, changing consumer lifestyles, growing urbanization are fueling the popularity of the instant noodles across all age groups. India is now the 5th country in terms of overall consumption of the instant noodles (no of packets). The size of Indian Instant noodle market is 1.42 Bn. US dollars (according to Statistica). There are roughly 10 major instant noodles brands in India and market is wide open for any new smart product in the category. 

This prompts us to think what is the popularity of different instant noodles brands and is there any difference in the perception of different noodle brands. We conducted a market research to find out brand awareness and consumer behavior. 

"What is the first brand that comes into your mind when you think of instant noodles? " 

Top of Mind Awareness reflects the most recalled or the most remembered brand in category. Our sample size was 62.

It shows Maggie was the most remembered brand (93.5% ) followed by Top Ramen which was mentioned as the first instant noodle brand that comes to their mind by 5.3% respondents. Consumers are more likely to consider the brands which are most easily recalled. 

Which Instant Noodles Brands do you know? 

Brand recall is the extent to which a brand is recalled with a product type or class of products by the consumers. Brand Recall is the degree or likelihood of instantly remembering the name of the brand if a product/service or any other kind of brand association comes up.

100% responded said they know Maggi, followed by Yippee and Top Ramen with 74% and 52% recall value. 

Please identify the following instant Noodle brands - 

To the sample population, the images of packaging of the aforementioned noodle brands were shown to guess the name of the brand. For each brand, the percentage of people who could recognize the brand was its brand recognition (ability to recognize brand by logos, taglines, colors, product features or other attributes)

Brand that have a higher brand recognition leave a lasting impact on the consumer's mind and generate a higher brand equity over time.  

79% of the respondents were able to recognise Maggi and Ching's while the brand recognition for Top Ramen Noodles was the lowest (45%). Higher brand recognition helps brands in the way that customers are more likely to receive more sales than the brands having the same quality/ features.

Consumer Behavior for Instant Noodles 

Consumers don't think too much before purchasing an instant noodle (Low involvement purchase). Additionally our market research statistically show high perceivable differences among brands. 

These points define the consumer behavior towards instant noodles as Variety Seeking Purchase.

Thus for instant noodle brand, it becomes increasingly necessary to score higher in Top of the Mind Awareness and Brand Recall. In this low involvement purchase, the brands which are most easily remembered are more likely to win the race.