Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Dr. Asim Shabbir, Assistant Professor and Program Coordinator MS Marketing, Department of Marketing, Institute of Business Administration (IBA), Karachi
Client
Lotte Kolson Pvt Ltd
Project Type
MBA Research Project
Keywords
Instant noodles, consumer behavior, Preferences, Perceptions, Thematic Analysis, Frequency Analysis, Qualitative
Abstract / Summary
Instant noodles originated in Asia and are now becoming a global phenomenon. In Pakistan, instant noodles are growing rapidly, and many international players are also entering the market. The purpose of this study is to provide consultation to our Client, Lotte Kolson to develop a marketing strategy and better positioning of their product “Kai Ramen Noodles”. For that, our client needs to deeply understand the consumer behavior towards instant noodles and ramen noodles.
The client presented us with a list of questions they wanted us to address. We segregated those questions into two broad research questions; What factors influence the overall perception of Gen Z consumers towards instant ramen noodles? and, what preferences do Gen Z consumers exhibit when it comes to instant ramen noodles? Some key deliverables of the report include:
• To understand how cultural influences affect Gen Z’s views on instant ramen noodles.
• To understand what lifestyle impacts instant ramen noodles have on Gen Zs.
• To explore how social influences affect Gen Z’s views on instant ramen noodles.
• To understand what types of packaging and visual elements are appealing to Gen Z.
• To find out Gen Z’s consumption habits and customization preferences.
• To find out what flavor is preferred by Gen Z when it comes to instant ramen noodles.
• To find out what spice levels are preferred by Gen Z for instant ramen noodles.
To address the objectives a qualitative research technique was used with a triangulation approach. The triangulation approach is when you answer the same research questions from different research techniques to solidify your findings. The data collection was done using mixed methods via focus groups, narratives, and projective technique survey forms. Thematic analysis was performed to identify broad concepts and themes using the qualitative research software NVivo. Post-transcribing the focus groups and narratives, the findings were segregated into “perceptions” and “preferences” as per the research questions. The analysis of projective techniques was done by applying frequency analysis, carefully identifying the repetitive terms in the data of survey responses.
The study revealed that ramen noodles are considered a quite niche option in the Pakistani market, however, the findings show that ramen noodles have the potential to grow in the country in the ranks of Gen Z population. The results suggest that consumers prefer mild spicy flavors, convenience of preparation, and vibrant visuals for their noodles packet. Furthermore, the influence of social media, Korean movies, and peer influence acts as the trigger for consumers to purchase instant ramen noodles. To improve product positioning a holistic marketing mix is proposed to capitalize on the growing market for instant ramen noodles.
Recommended Citation
Hassan, M., Nadeem, M., Sajjad, A., & Begg, A. (2024). Consumer study on Instant Noodles and Instant Ramen Noodles Lotte Kolson Pvt Ltd (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/325
