A STUDY ON CONSUMER SATISFACTION LEVEL TOWARDS

WAI WAI NOODLES IN BIRATNAGAR

Submitted By:

Asmita Budhathoki

Exam Roll No.: 24089/19

TU Registration No.: 7-2-0003-0233-2019

A summer project report submitted to

Faculty of Management, Tribhuvan University

In partial fulfillment of the requirement for the degree of

Bachelor of Business Administration (BBA)

at the

Mahendra Morang Adarsha Multiple Campus

Tribhuvan University

Biratnagar

April, 2024
 STUDENT DECLARATION

This is to certify that I have completed the summer project entitled “A STUDY ON
CONSUMER SATISFACTION LEVEL TOWARDS WAI WAI NOODLES IN
BIRATNAGAR” under the guideline of Mr. Rajiv Malla in the partial fulfillment of the
requirements for the degree of Bachelor of Business Administration at faculty of
Management, Tribhuvan University. This is my original work and I have not submitted it
before elsewhere.

Name: Asmita Budhathoki

Exam Roll No.: 24089/19

Date: April,2024

2
 CERTIFICATE FROM SUPERVISOR

This is to certify that the summer project entitled “A STUDY ON CONSUMER

SATISFACTION LEVEL TOWARDS WAI WAI NOODLES IN BIRATNAGAR”
is an academic work done by Asmita Budhathoki submitted in the partial fulfillment of
the requirements for the degree of Bachelor of Business Administration at Faculty of
Management, Tribhuvan University under my guidance and supervision. To the best of
my knowledge, the information presented by her in the summer project report has not
been submitted earlier.

Mr. Rajiv Malla

Lecturer, BBA
MMAMC, Biratnagar

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 ENDORSEMENT

We hereby endorse the project work report entitled “A STUDY ON CONSUMER

SATISFACTION LEVEL TOWARDS WAI WAI NOODLES IN BIRATNAGAR”
submitted by Asmita Budhathoki of Mahendra Morang Aadarsha Multiple Campus,
Biratnagar, in partial fulfillment of the requirements for the degree of the Bachelor of
Business Administration (BBA) for external evaluation.

Dr. Bhavishya Kumar Mishra Dr. Mohan Kumar Subedi

Chairman, Research Committee Director, Faculty of Management

MMAMC, Biratnagar MMAMC, Biratnagar

Date: April, 2024 Date: April, 2024

ACKNOWLEDGMENT

I would like to express my gratitude and thanks to all who guided, coordinated, helped,
and inspired me in completing my Summer Project Report successfully. It would not have

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been possible without the kind support and help of many individuals and organizations. I
would like to extend my sincere thanks to all of them.

I express my sincere thanks to Dr. Mohan Kumar Subedi (Faculty of Management

Director, MMAMC) and Dr. Shiva Chandra Chaudhary (BBA Coordinator, MMAMC)
for providing necessary facilities and resources to carry out this project.

I am indebted to my supervisor Mr. Rajiv Malla for his guidance and constant supervision
as well as for providing necessary information regarding the project and for his support in
completing this project.

I would also like to thanks the participants and respondents of my survey, who have
willingly shared information and gave precious time during the process of data collection.

I would like to thank my friends whose immense support and guidance made this project
successful.

Asmita Budhathoki
BBA, 8th Batch
MMAMC, Biratnagar

TABLE OF CONTENTS

Student Declaration.............................................................................................................ii
Certificate from Supervisor...............................................................................................iiii
Endorsement........................................................................................................................iv

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Acknowledgment..................................................................................................................v
Table of Contents................................................................................................................vi
List of Tables.....................................................................................................................viii
List of Figures......................................................................................................................x
Abbreviations.......................................................................................................................x
List of Appendices...............................................................................................................xi
Executive Summary............................................................................................................xii
CHAPTER I: INTRODUCTION.........................................................................................1
1.1 Context Information...................................................................................................1
1.2 Organization Profile...................................................................................................2
1.2.1 Company Overview:............................................................................................2
1.2.2 History and Milestones:.......................................................................................2
1.2.3 Manufacturing Facilities:.....................................................................................3
1.2.4 Product Portfolio:.................................................................................................3
1.2.5 Sustainability Initiatives:.....................................................................................3
1.3 Purpose of the study...................................................................................................4
1.4 Significance of the study............................................................................................4
1.5 Review of the Literature.............................................................................................4
1.6 Conceptual Framework..............................................................................................7
1.7 Research Methodology...............................................................................................8
1.7.1 Research Design..................................................................................................8
1.7.2 Population and Sample........................................................................................8
1.7.3 Data Collection Procedure...................................................................................8
1.7.4 Tools and Techniques of Data Analysis..............................................................8
1.8 Limitations of the Study.............................................................................................9
CHAPTER II: DATA ANALYSIS AND PRESENTATION...........................................10
2.1 Respondent Profile...................................................................................................10
2.1.1 Gender Classification.........................................................................................11
2.1.2 Age Group Classification...................................................................................12
2.1.3 Occupation Classification..................................................................................13
2.2 Data Analysis and Presentation................................................................................14
2.2.1 Classification of Source of Purchase.................................................................14
2.2.2 Classification of Frequency of Consumption of Wai Wai.................................15
2.2.3 Distribution of Factors Influencing Purchase Decision.....................................16
2.2.4 Issues Faced in Consumption of Wai Wai noodles...........................................17

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 2.2.5 Source of Information about Wai Wai noodles.................................................18
2.2.6 Survey of Consumer Satisfaction on Wai Wai noodles.....................................19
2.2.7 Mean Analysis of Satisfaction Level of Wai Wai.............................................35
2.3 Findings....................................................................................................................36
2.4 Discussion.................................................................................................................37
CHAPTER III: CONCLUSION AND ACTION IMPLICATION....................................39
3.1 Conclusion................................................................................................................39
3.2 Action Implications..................................................................................................40
REFERENCES...................................................................................................................42
APPENDIX 1.....................................................................................................................43
APPENDIX 2.....................................................................................................................47

LIST OF TABLES

Table 1 Gender of Respondents........................................................................................11

Table 2 Age Group of Respondents...................................................................................12
Table 3 Occupation of Respondents...................................................................................13

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Table 4 Source of Purchase...............................................................................................14
Table 5 Frequency of Consumption of Wai Wai................................................................15
Table 6 Factor Influencing Purchase Decision.................................................................16
Table 7 Issue Faced in Consumption of Wai Wai Noodles................................................17
Table 8 Source of Information about Wai Wai Noodles....................................................18
Table 9 Satisfaction based on Taste..................................................................................19
Table 10 Satisfaction based on Texture............................................................................19
Table 11 Consistency of Quality.......................................................................................20
Table 12 Likeness to recommend based on quality...........................................................21
Table 13 Agreement to Affordability of Price....................................................................23
Table 14 Satisfaction Based on Price...............................................................................23
Table 15 Competitiveness of price.....................................................................................24
Table 16 Purchase Decision Based on Price.....................................................................25
Table 17 Ease of Availability.............................................................................................27
Table 18 Satisfaction Based on Availability.....................................................................27
Table 19 Encounter of Stock Shortage..............................................................................28
Table 20 Likeness to Switch to an Alternative Product.....................................................29
Table 21 Familiarity with Brand.......................................................................................31
Table 22 Trustworthiness of Brand....................................................................................31
Table 23 Buying Behaviour Based on Recommendations..................................................32
Table 24 Likeness to Try Other Product Line....................................................................33
Table 25 Combined Mean Analysis of Overall Satisfaction of Wai Wai...........................35

LIST OF FIGURES

Figure 1 Conceptual Framework........................................................................................7

Figure 2 Pie Chart Showing Gender of Respondents........................................................11
Figure 3 Pie Chart Showing Age Group of Respondents..................................................12

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Figure 4 Pie Chart Showing Occupation of Respondents.................................................13
Figure 5 Pie Chart Showing Source of Purchase..............................................................14
Figure 6 Bar Graph Showing Frequency of Purchase......................................................15
Figure 7 Factor Influencing Purchase Decision...............................................................16
Figure 8 Bar Graph Showing Issue Faced in Consumption of Wai Wai Noodles...........17
Figure 9 Pie Chart Showing Source of Information about Wai Wai Noodles..................18
Figure 10 Bar Diagram Showing Satisfaction based on Quality......................................19
Figure 11 Bar diagram showing Satisfaction based on Texture.......................................20
Figure 12 Bar Diagram Showing Consistency of Quality.................................................21
Figure 13 Bar Graph Showing Likeness to recommend based on quality........................22
Figure 14 Bar Graph Showing Affordability of Price.......................................................23
Figure 15 Bar Graph Showing Satisfaction Based on Price.............................................24
Figure 16 Bar Graph Showing Competitiveness of Price.................................................25
Figure 17 Bar Graph Showing Purchase Decision Based on Price.................................26
Figure 18 Bar Graph Showing Ease of Availability.........................................................27
Figure 19 Bar Graph Showing Satisfaction Based on Availability...................................28
Figure 20 Bar Graph Showing Encounter of Stock Shortage...........................................29
Figure 21 Bar Graph Showing Likeness to Switch to an Alternative Product..................30
Figure 22 Bar Graph Showing Familiarity with Brand....................................................31
Figure 23 Bar Graph Showing Trustworthiness of Brand................................................32
Figure 24 Bar Graph Showing Buying Behaviour Based on Recommendations..............33
Figure 25 Bar Graph Showing Likeness to Try Other Product Line................................34
Figure 26 Bar Diagram Showing Mean of Overall Satisfaction of Wai Wai....................35

ABBREVIATIONS

CG: Chaudhary Group

CSR: Corporate Social Responsibility
FMCG: Fast Moving Consumer Goods

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Pvt. Ltd: Private Limited
MS-Excel: Microsoft Excel

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 LIST OF APPENDICES

Appendix 1 43

Appendix 2 47

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 EXECUTIVE SUMMARY

This research study aimed to examine consumer satisfaction with the popular Wai Wai
noodle brand among residents of Biratnagar, Nepal. The objectives were to identify the
key factors influencing satisfaction levels and to assess the overall degree of consumer
satisfaction with the product.

The study employed a descriptive research design to accurately capture consumer

attitudes and behaviors without manipulating variables. The target population comprised
all Wai Wai noodle consumers in ward 3 and 4 of Biratnagar. Using convenience
sampling, a sample of 100 respondents from the local areas of Biratnagar-3 and
Biratnagar-4 was surveyed through structured questionnaires. Data analysis was
conducted using Microsoft Excel, generating frequency tables, percentage analyses, and
visual representations.

The findings revealed that product quality, pricing, availability, and brand reputation were
the primary drivers of consumer satisfaction for Wai Wai noodles. Consumers expressed
high satisfaction with the taste, texture, and consistent quality of the noodles. The brand's
competitive pricing strategy and perceived value for money also contributed significantly
to consumer satisfaction. Moreover, the widespread availability of Wai Wai noodles in
physical retail stores enhanced convenience and accessibility for consumers.

The iconic Wai Wai brand itself has cultivated a strong reputation and engendered trust
among consumers in Biratnagar, further bolstering satisfaction levels. The comprehensive
analysis, spanning various aspects of the consumer experience, highlighted the overall
positive sentiment towards the brand.

While the study underscored Wai Wai's significant strengths, it also identified areas for
potential improvement, such as addressing occasional product consistency issues and
expanding the brand's presence in online sales channels. By continuously enhancing
product quality, maintaining competitive pricing, improving distribution networks, and
reinforcing its positive brand image, Wai Wai noodles can further cement its position as a
beloved and trusted brand in Biratnagar and beyond.

The research findings provide valuable insights for Wai Wai noodles and the broader
food industry, enabling them to modify their strategies and provide more effectively to

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consumer preferences and evolving market dynamics in Biratnagar and similar regional
markets.

CHAPTER I
INTRODUCTION

1.1 Context Information

The food industry serves as a cornerstone of society, linking with various aspects of daily
life, culture, and economy. In Biratnagar, Nepal, a city exciting with energy and diversity,
the food industry thrives as a reflection of the region's culinary heritage and global
influences. From busy markets packed with fresh products to modern supermarkets
stocked with an array of packaged goods, Biratnagar offers a rich variety of flavors and
cuisines to its residents.

Nepalese cuisine itself is a fusion of indigenous traditions, regional specialties, and

international influences. Staple ingredients like rice, lentils, and vegetables form the
foundation of many dishes, while spices and herbs add depth and complexity to the flavor
profile. Street food vendors peddle steaming momos, spicy chaats, and aromatic samosas,
enticing passersby with their tempting fragrance and vibrant colors.

Among this culinary variety, certain food items have transcended cultural boundaries to
become universal favorites. Noodles, in their various forms and preparations, hold a
special place in the hearts and stomachs of people worldwide. From Italian pasta to
Japanese ramen, noodles offer a versatile canvas for culinary creativity, accommodating
many flavors, textures, and ingredients.

In Biratnagar, where the pace of life is often chaotic and time is a precious commodity,
noodles have emerged as a convenient and satisfying meal option. Whether enjoyed as a
quick snack, a hearty lunch, or a late-night treat, noodles provide to a wide range of tastes
and dietary preferences. Their simplicity of preparation and adaptability to different
sauces and seasonings make them an ideal choice for busy individuals and families alike.

Among the excess of noodle brands available in Biratnagar, one name stands out for its
widespread popularity and local origin: Wai Wai noodles. Born in Nepal and beloved by
generations, Wai Wai noodles have earned a devoted following for their distinctive
flavor, texture, and affordability. Made from high-quality ingredients and seasoned with a

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secret blend of spices, Wai Wai noodles offer a taste experience that is both comforting
and familiar.

For many residents of Biratnagar, Wai Wai noodles evoke memories of childhood snacks,
college residence meals, and unprepared gatherings with friends. Their iconic red
packaging and playful symbol are instantly recognizable symbols of Nepalese originality
and entrepreneurial spirit. Over the years, Wai Wai noodles have become more than just a
food product; they are a cultural phenomenon, deeply ingrained in the fabric of Nepalese
society.

As consumers in Biratnagar continue to embrace Wai Wai noodles as a culinary staple, it

is essential to explore the factors that contribute to their satisfaction with this beloved
brand. From product quality and price affordability to availability and brand reputation,
each aspect plays a crucial role in shaping consumers' experiences and perceptions. By
understanding these factors in greater detail, we can gain valuable insights into consumer
behavior and preferences, informing strategies for product development, marketing, and
distribution in the dynamic landscape of the food industry.

1.2 Organization Profile

1.2.1 Company Overview:

Wai Wai noodles are manufactured by Chaudhary Group (CG) Foods (Nepal) Pvt. Ltd.
(Private Limited), a subsidiary of the Chaudhary Group (CG). Founded in 1984 by Mr.
Binod Chaudhary, CG Foods has grown to become one of the leading fast-moving
consumer goods (FMCG) companies in Nepal and beyond. With a commitment to
innovation, quality, and sustainability, CG Foods has established itself as a trusted
provider of convenient and delicious food products, including instant noodles, snacks, and
beverages.

1.2.2 History and Milestones:

The journey of CG Foods began with the introduction of Wai Wai noodles in Nepal,
marking a significant milestone in the country's food industry. Originally launched as a
snack item, Wai Wai noodles quickly gained popularity among consumers for their
unique taste and convenience. Over the years, CG Foods expanded its product portfolio to
include a diverse range of flavors and variants, provideing to evolving consumer
preferences and market trends.

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1.2.3 Manufacturing Facilities:

CG Foods operates state-of-the-art manufacturing facilities equipped with advanced

technology and strict quality control measures. These facilities are strategically located to
ensure efficient production and distribution of Wai Wai noodles across Nepal and other
international markets. With a focus on food safety and hygiene, CG Foods adheres to
international standards and certifications, maintaining the highest level of quality
assurance throughout the manufacturing process.

1.2.4 Product Portfolio:

Wai Wai noodles remain the leading product of CG Foods, offering a delicious and
convenient meal option for consumers of all ages. Available in a variety of flavors,
including classic, masala, chicken, and vegetable, Wai Wai noodles continue to delight
taste buds and satisfy cravings worldwide. In addition to instant noodles, CG Foods
produces a wide range of snacks, beverages, and culinary ingredients under the Wai Wai
brand, provideing to diverse culinary preferences and dietary needs.

1.2.5 Sustainability Initiatives:

As a responsible corporate citizen, CG Foods is committed to sustainability and

environmental stewardship. The company implements various initiatives to minimize its
environmental footprint, reduce waste generation, and promote eco-friendly practices
across its operations. From sourcing sustainable ingredients to optimizing packaging
materials, CG Foods strives to create products that are not only delicious but also
environmentally sustainable.

1.2.6 Community Engagement:

CG Foods actively engages with local communities through various social initiatives and
corporate social responsibility (CSR) programs. These initiatives focus on education,
healthcare, and livelihood development, empowering individuals and communities to lead
healthier and more prosperous lives. By investing in the well-being of its stakeholders,
CG Foods demonstrates its commitment to making a positive impact beyond the sphere of
business. As a pioneer in the food industry, CG Foods (Nepal) Pvt. Ltd. continues to
innovate and inspire with its iconic Wai Wai noodles and other food products. With a
persistent commitment to quality, sustainability, and social responsibility, CG Foods
remains at the forefront of Nepal's FMCG sector, enriching lives and nourishing
communities one delicious meal at a time.
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1.3 Purpose of the study

 To identify the main factors influencing consumer satisfaction with Wai Wai
noodles in Biratnagar, Nepal.
 To assess the level of consumer satisfaction with Wai Wai noodles.

1.4 Significance of the study

The significance of this study on consumer satisfaction with Wai Wai noodles in
Biratnagar lies in its potential to yield valuable insights for various stakeholders. By
comprehensively exploring the factors influencing consumer satisfaction, this study offers
actionable information for local businesses and consumers themselves.

For consumers, the study offers the opportunity to voice their opinions and preferences
regarding Wai Wai noodles. Understanding what factors contribute to their satisfaction
can empower consumers to make more informed purchasing decisions, ensuring they
select products that best align with their tastes and expectations.

On the other hand, local businesses in Biratnagar can utilize the findings of this study to
enhance their products and services. By identifying areas for improvement based on
consumer feedback, businesses can modify their offerings to better meet customer needs,
ultimately fostering greater customer satisfaction and loyalty.

Additionally, the study contributes to a better understanding of consumer behavior in the

context of the local market. This knowledge can inform future research efforts and
initiatives aimed at improving the quality of products and services available to consumers
in Biratnagar.

1.5 Review of the Literature

Consumer Behavior reflects the totality of consumer’s decisions with respect to the
acquisition, consumption and disposition of goods, services, time and ideas by (human)
decision making units. Buyer Behavior particularly is the study of decision-making units
as they can buy for themselves or others. Thus, buying behavior particularly involves
collective response of buyers for selecting, evaluating, and deciding and post purchase
behavior. Buyer behavior is the study of human response to services and the marketing of
products and services (Krishna, 2006).

Rai (2014) had written an article on “Impact of Advertising on Consumer Behaviors and
Attitude”. He reported that, in the current era of information explosion and the world of

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media, advertisement plays a major role in changing the behavior and attitude of
consumer towards the product shown in the advertisement. The advertisements not only
change the way of product consumed by user but alter the attitude with which they look at
the product.

Thangasamy & Patikar (2015) had written an article on “Factors Influencing Consumer
Buying Behavior”. Both of them disclose that Consumer decision making varies with the
type of buying decision. Comparatively, complex and expensive purchases, like durable
procurements, are likely to involve more buyer deliberations and more participants. The
degree of differences and preferences among brands is highly determined by the degree of
buyers’ involvement in decision making.

Khaniwale (2016) had studied on the topic “Consumer Behavior”. She stated that
consumer behavior is very important in the marketing eld as it forms the basis of
marketing strategies. The study of consumer buying behavior facilitates to comprehend
the concern such as what the buyers think, what their feelings are, what the reasons
behind their decision are, and how they pick among several options.

Koirala (2017) had published an article on “Marketing Decisions”. He highlighted that

sales promotion refers to the activities of a non-recurrent nature which is used to reinforce
personal selling and advertising for stimulating consumer purchasing and dealer
effectiveness. He further stated that it is a consumer perception that often retaliates
against a competitor’s sales promotion.

Noman (2018) had published an article “Impact of Brand Image and Advertisement on
Consumer Buying Behavior”. He stated that, brand image and advertisement play a
crucial role to boost up any business performance as brand image is an implied tool which
can positively change people’s buying behavior and advertisement is behaving as a
driving force for any business as it is an effective source to convey message and stay in
customer’s minds.

Loudon & Della Bitta (1993) in their study found that consumer decision process and
physical activity individuals engage in when evaluating, acquiring, using, or disposing of
goods and services. Consumer behavior is defined as “The behavior that consumers
display in searching for, purchasing, using, evaluating, and disposing of products and
services that they expect will satisfy their needs.”

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The study, conducted by Dr. Unnamalai & Dr. Gopinath (2020), explores the brand
preferences and level of satisfaction in consuming noodles among working women in the
Tiruchirappalli district of India. The authors analyze the factors influencing the
preference for noodles, a convenient food option, among working women. They also
discuss the impact of media and social networks on product awareness and the growth of
the noodle market in India. The study emphasizes the importance of understanding
consumer satisfaction for companies to improve their market share and remain
competitive.

The research focuses on the role of advertising in consumer choice, particularly in the
context of instant noodles, specifically Wai Wai and Mayos. The author analyzes
consumer behavior, preferences, and the impact of advertising on these choices. The
research includes surveys, data analysis, and interviews with industry professionals. The
findings suggest that advertising plays a significant role in consumer decision-making,
with a preference for entertaining advertisements and promotional techniques such as
gifts and coupons. The author concludes by recommending strategic advertising
approaches for successful branding and marketing of consumer products. (Panta, 2012)

Quality

A central driver of consumer satisfaction with snack food brands is the quality and taste
of the products. Studies have shown that attributes like freshness, flavor profile, texture,
and nutritional content all contribute to consumers' overall evaluation of snack food
quality. For example, Almli et al. (2011) found that product attributes like appearance,
aroma, and mouthfeel were strongly linked to consumer perceptions of food quality
across multiple European countries. Similarly, researcher also found determined that
product quality factors, including consistency and sensory appeal, were crucial
determinants of satisfaction for luxury food brands. Meeting or exceeding consumer
expectations for product quality and taste is key for generating positive satisfaction
ratings.

Brand Reputation

A brand's overall image and reputation is another crucial factor in consumer satisfaction.
Studies indicate that a strong, positive brand image can lead to higher levels of consumer
satisfaction and brand loyalty. For instance, Keller's (2013) strategic brand management
framework emphasizes the importance of building brand equity through consistent

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messaging and high-quality products. Consumers are more likely to be satisfied with
products from brands they perceive as high-quality, trustworthy, and aligned with their
personal values. Maintaining a strong, favorable brand reputation is therefore key for
driving consumer satisfaction with snack food products.

Convenience and Availability

Finally, the convenience and availability of snack food products can also influence
consumer satisfaction. Factors like packaging, portability, and easy access to purchase
locations can impact how satisfied consumers are with a brand Schultz & Block (2015)
Ensuring snack foods are readily available in the locations and formats consumers desire
is important for maximizing satisfaction. Research has shown that the perceived
convenience of a product, including its packaging and distribution, can be a significant
predictor of consumer evaluations

Pricing and Value

The perceived value and pricing of snack food products also play a significant role in
consumer satisfaction. Consumers want to feel they are getting a fair price for the quality
and quantity they receive. Research has shown that maintaining competitive pricing while
delivering high value can lead to greater satisfaction and customer loyalty. Zeithaml's
(2018) seminal work on perceived value found that consumers' evaluations of a product's
worth were based on the tradeoff between what they paid and what they received.
Ensuring snack food prices align with consumers' value perceptions is crucial for
maximizing satisfaction.

1.6 Conceptual Framework

A conceptual framework acts as a foundation of the entire research which shows the
relationship that the research papers intend to study. In this particular research, consumer
satisfaction is the primary topic of interest. Therefore, it is taken as dependent variable.
Similarly, factors that influence the dependent variables are taken as independent
variables. The independent variables are price, product quality, availability and brand
reputation.
Figure 1
Conceptual Framework

Independent Variables

 Price Dependent Variable

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 Quality
 Consumer Satisfaction
 Availability
1.7 Research Methodology

The research methodology is used to outline the systematic approach and techniques to
achieve the objectives of the study. The methodology contains three main elements:
research design, data collection and sampling techniques, and data analysis procedures.
The purpose of the study is to indicate how the research was conducted throughout the
study periods.

1.7.1 Research Design

The research uses a descriptive research design to clearly show the level of consumer
satisfaction of Wai Wai noodles in Biratnagar This type of research aims to explain the
situation as it is, without manipulating the variables. It's important because it helps to
understand the true perceptions towards Wai Wai noodles among consumers in
Biratnagar, without any outside influence.

1.7.2 Population and Sample

A population is the entire collection of all the observations of interest for the research and
if the respondents selected by the researcher represent the entire population of the study,
it can be called a sample.

The population for this study comprises all Wai Wai noodles consumers in Nepal. This
includes all the people who consume WaiWai noodles throughout the country. The
sample for this study will consist of a subset of Wai Wai consumers selected from the
population in Biratnagar-3 and 4. Convenience sampling is used to select participants
from the target population based on their accessibility and willingness to participate in the
study. Participants are recruited through various channels, including social media
platforms, local communities, and retail consumers to ensure a diverse and representative
sample.

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1.7.3 Data Collection Procedure

The study involves only the primary data collection method which involves the
distribution of structured questionnaires to a sample of 100 consumers in Biratnagar-3
and 4. The questionnaire comprises a mix of closed-ended and Likert scale questions,
allowing respondents to provide quantitative responses to predefined variables.

1.7.4 Tools and Techniques of Data Analysis

Data analysis was conducted using Microsoft Excel, leveraging various tools and
functionalities to explore and interpret the collected data. Frequency tables were
generated to summarize the distribution of responses across different variables.
Percentage tables were utilized to express the proportion of responses relative to the total
sample size.

For data presentation, visual aids such as pie charts, bar diagrams, and clustered bar
charts were employed to effectively communicate key findings and trends to the
audience. Pie charts were utilized to represent categorical data, illustrating the distribution
of responses across different categories or groups in a visually appealing manner. Bar
diagrams were employed to compare the frequency or percentage of responses across
different variables or categories, allowing for easy visualization of differences and
similarities. These visualization techniques enhanced the clarity and understandability of
the research findings, facilitating the communication of results to stakeholders and
readers.

1.8 Limitations of the Study

The limitations of a study are its flaws and shortcomings which could be the result of
unavailability of resources, small sample size, etc. The following are the limitations of
this study:

 The accuracy of the findings of the study depends upon the correctness of the
responses provided by the respondents.
 The unwillingness of the respondents to provide information is another limitation.
 The findings of the study may be influenced by the personal bias of the
respondents.
 This research is conducted within 1 to 2 months. So, shorter time frame was used
to analyze data.

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  The study is confined to the consumers of Biratnagar-3 and 4 only.

CHAPTER II
DATA ANALYSIS AND PRESENTATION

Data analysis and interpretation are pivotal stages in deriving insights from raw data.
These processes involve examining, cleaning, transforming, and modeling data to
uncover patterns, trends, and relationships. Once the data is prepared, statistical methods
are applied to understand its significance. Frequency tables are constructed to show the
distribution of categorical variables, providing a clear overview of how often each
category occurs. Percentage analysis further elucidates these distributions by expressing
frequencies as proportions of the total, offering a comparative perspective. Mean
calculation, on the other hand, provides insight into central tendencies within numerical
data, offering a summary measure of the average value. To visually represent these
findings, pie charts are utilized to depict proportions of categorical data, while bar graphs
are employed to illustrate comparisons among different categories or groups. These
graphical representations enhance the clarification of the insights derived from data
analysis, facilitating informed decision-making processes.

2.1 Respondent Profile

The respondent profile serves as a crucial component in understanding the demographics

of the study population. This profile summarizes key characteristics such as gender,
occupation, and educational qualifications, shedding light on the diverse backgrounds of
the participants. Gender distribution offers insights into the representation of different
genders within the sample, providing context for understanding potential differences or
similarities in responses. Occupational information explores the various professional roles
held by respondents, offering valuable context regarding their areas of expertise and
potential perspectives. Furthermore, educational qualifications highlight the level of
academic accomplishment among participants, which can influence their understanding

22
and engagement with the research topic. By presenting these demographic details, the
respondent profile enriches the interpretation of findings and enables to better
contextualize the research outcomes within specific socio-economic and cultural contexts.

2.1.1 Gender Classification

Table 1
Gender of Respondents
Frequenc Percentag
Gender y e

Male 53 53

Female 47 47

Prefer not to say 0 0

Total 100 100

Note. Gender of Respondent obtained from Survey, 2024 sourced from Appendix 2

The table shows the number of people who responded to a survey based on their gender.
Out of 100 respondents, 53 were male, making up 53%, and 47 were female, making up
47%. Nobody chose not to disclose their gender. This data gives a clear picture of who
participated in the survey and can help understand the demographics of the group
surveyed.

Figure 2
Pie Chart Showing Gender of Respondents

23
 Female
47%
Male
Female
Male Prefer not to say
53%

Note. Figure demonstrates Gender of Respondents sourced from Table 1

2.1.2 Age Group Classification

Table 2
Age Group of Respondents
Age group Frequency Percentage
Under 18 7 7
18-24 44 44
25-34 33 33
35 and above 16 16
Total 100 100

Note. Age of Respondent obtained from Survey, 2024 sourced from Appendix 2

Table 2 shows the ages of the people who took part in the survey. Among the 100
respondents, 7 were under 18 years old, making up 7% of the total. The largest group was
those aged 18 to 24, with 44 respondents, making 44% of the total. Following them, 33
respondents fell in the 25 to 34 age group, accounting for 33%. Lastly, 16 respondents, or
16%, were 35 years old or older.

24
Figure 3
Pie Chart Showing Age Group of Respondents

Age Group

35 and above Under 18

16% 7%

Under 18
18-24
25-34
35 and above

18-24
44%
25-34
33%

Note. Figure demonstrates Age Group of Respondents sourced from Table 2

2.1.3 Occupation Classification

Table 3
Occupation of Respondents
Occupation Frequency Percentage
Student 41 41
Employed 37 37
Businessman 16 16
Unemployed 6 7
Total 100 100

Note. Occupation of Respondent obtained from Survey, 2024 sourced from Appendix 2

Table 3 presents the data about occupations of the individuals who participated in the
survey. Out of the 100 respondents, the largest group consisted of students, comprising 41
individuals or 41% of the total. Following closely were those who were employed,
totaling 37 respondents or 37% of the sample. Businessmen constituted the third largest
group, with 16 individuals making up 16% of the surveyed population. Additionally,
there were 6 respondents who identified as unemployed, representing 6% of the total.

25
Figure 4
Pie Chart Showing Occupation of Respondents

Unemployed
6%

Businessman
16%

Student
41%
Student
Employed
Businessman
Unemployed

Employed
37%

Note. Figure demonstrates Occupation of Respondents sourced from Table 3

2.2 Data Analysis and Presentation

2.2.1 Classification of Source of Purchase

Table 4
Source of Purchase
Source Frequency Percentage
Physical store 83 83
Online 3 3
Both 14 14
Total 100 100

Note. Source of purchase obtained from Survey, 2024 sourced from Appendix 2

Table 4 provides information about where respondents make their purchases. Out of the
100 people surveyed, the majority, 83%, prefer buying from physical stores. Only 3% of
respondents said they shop online exclusively, while 14% use both physical stores and
online platforms. This data shows that most people still favor shopping in person, but
there's a small but significant portion who utilize online channels, with some using both
methods.

26
Figure 5
Pie Chart Showing Source of Purchase

Both
Online 14%
3%

Physical store
Online
Both

Physical store
83%

Note. Figure demonstrates Source of Purchase sourced from Table 4

2.2.2 Classification of Frequency of Consumption of Wai Wai

Table 5
Frequency of Consumption of Wai Wai
Times of consumption Frequency Percentage
Daily 20 20
Few times a week 38 38
Once a week 26 26
Rarely 16 16
Never 0 0
Total 100 100

Note. Frequency of Consumption obtained from Survey, 2024 sourced from Appendix 2

Table 5 provides information on how often people consume Wai Wai. Among the 100
respondents, 20% reported eating it daily, while 38% said they have it a few times a
week. Another 26% stated they eat Wai Wai once a week, and 16% consume it rarely.
Surprisingly, none of the surveyed individuals reported never eating Wai Wai. This data

27
indicates that Wai Wai enjoys considerable popularity among the surveyed group, with
many incorporating it into their regular diet.

Figure 6
Bar Graph Showing Frequency of Purchase

40 38

35
Number of respondents

30
26
25
20
20
16
15

10

5
0
0
Daily Few times a week Once a week Rarely Never

Frequency of purchase

Note. Figure demonstrates Frequency of Purchase sourced from Table 5

2.2.3 Distribution of Factors Influencing Purchase Decision

Table 6
Factor Influencing Purchase Decision
Factor Frequency Percentage
Quality of product 57 57
Price 63 63
Availability 41 41
Brand reputation 23 23
Total 100 100

Note. Factors influencing purchase decision obtained from Survey, 2024 sourced from
Appendix 2

Table 6 outlines the factors that influences purchase decisions for respondents. Among
the 100 surveyed individuals, 57% consider the quality of the product as a crucial factor,
while an equal percentage, 63%, prioritize the price. Availability also holds significant
way, with 41% citing it as a determining factor. Brand reputation, though slightly less

28
impactful, still influences the decisions of 23% of the respondents. This data underscores
the importance of product quality and pricing in consumer decision-making, with
availability and brand reputation also playing notable roles.

Figure 7
Factor Influencing Purchase Decision
70
63
60 57

50
Number of Responses

41
40

30
23
20

10

0
Quality of product Price Availability Brand reputation
factors

Note. Figure demonstrates Factors influencing Purchase Decision sourced from Table 6
2.2.4 Issues Faced in Consumption of Wai Wai noodles

Table 7
Issue Faced in Consumption of Wai Wai Noodles
Issues Faced Frequency Percentage
Staleness 12 12
Uncooked Noodles 10 10
Foreign objects 6 6
No issues 72 72
Total 100 100

Note. Issues Faced in Consumption obtained from Survey, 2024 sourced from Appendix 2

Table 7 presents the issues encountered by respondents in the consumption of Wai Wai
noodles. Among the 100 surveyed individuals, 12% reported encountering staleness,
while 10% faced the issue of uncooked noodles. Foreign objects were a concern for 6% of
respondents. However, a majority of 72% stated that they encountered no issues with Wai

29
Wai noodles. It shows that while some consumers face issues such as staleness, uncooked
noodles, or foreign objects, the majority have a positive experience with the product.

Figure 8
Bar Graph Showing Issue Faced in Consumption of Wai Wai Noodles

80
72
70

60
NUMBER OF RESPONSES

50

40

30

20
12 10
10 6

0
Staleness Uncooked Noodles Foreign objects No issues

ISSUES

Note. Figure demonstrates Issues faced on Consumption sourced from Table 7

2.2.5 Source of Information about Wai Wai noodles

Table 8
Source of Information about Wai Wai Noodles
Source Frequency Percentage
Social media 37 37
Newspaper 12 12
Advertisement 24 24
Friends and family 27 27
Total 100 100

Note. Source of information obtained from Survey, 2024 sourced from Appendix 2

Table 8 presents the diverse sources that respondents use to gather information about Wai
Wai noodles. Out of the 100 individuals surveyed, social media emerges as the most
popular source, with 37% relying on it for information. Newspapers and advertisements

30
follow, each with 12% and 24% respectively. Friends and family also play a significant
role, with 27% of respondents turning to them for information.

Figure 9
Pie Chart Showing Source of Information about Wai Wai Noodles

Friends and
family
27%
Social
media
37%

Social media
Newspaper
Advertisement
Friends and family

Adver-
tisement Newspaper
24% 12%

Note. Figure demonstrates Source of information about Wai Wai sourced from Table 8
2.2.6 Survey of Consumer Satisfaction on Wai Wai noodles

a) Product Quality

Table 9
Satisfaction based on Taste
Very Very
dissatisfie Neutra satisfie
Statement d Dissatisfied l Satisfied d
How satisfied are you with
the taste of Wai Wai
noodles? 2 11 3 58 26

Note. Satisfaction based on Taste obtained from Survey, 2024 sourced from Appendix 2

31
The table shows how people feel about the taste of Wai Wai noodles. It's split into
different levels of satisfaction, from "Very dissatisfied" to "Very satisfied." Out of 100
respondents, 2 said they were very dissatisfied, 11 were dissatisfied, 3 were neutral, 58
were satisfied, and 26 were very satisfied. Overall, most people seem to like the taste,
with 84 out of 100 being satisfied or very satisfied. However, there are also some who
aren't as happy, with 13 feeling dissatisfied or very dissatisfied, and 3 feeling neutral.

Figure 10
Bar Diagram Showing Satisfaction based on Quality

70

60 58

50

40
RESPONSES

30 26

20
11
10
2 3
0
l

.
.

...
.

..
tra
i..
s..

tis

sa
at
di

eu

Sa

SCALING
iss

y
N
y

er
er

V
V

Note. Figure demonstrates Satisfaction based on Taste sourced from Table 9

Table 10
Satisfaction based on Texture
Very Very
dissatisfie Dissatisfie satisfie
Statement d d Neutral Satisfied d
How satisfied are you
with texture of Wai Wai
noodles? 1 12 10 55 22

Note. Satisfaction based on Texture obtained from Survey, 2024 sourced from Appendix
2

32
The table presents feedback on the texture of Wai Wai noodles from respondents. It
categorizes responses into different levels of satisfaction: "Very dissatisfied,"
"Dissatisfied," "Neutral," "Satisfied," and "Very satisfied." Out of 100 respondents, 1
expressed being very dissatisfied, 12 were dissatisfied, 10 felt neutral, 55 were satisfied,
and 22 were very satisfied with the texture. This breakdown indicates that a majority of
respondents (77 out of 100) are satisfied with the texture, with a significant portion being
either satisfied or very satisfied. However, there are also some who have reservations,
with 13 respondents feeling dissatisfied or very dissatisfied, and 10 feeling neutral.

Figure 11
Bar diagram showing Satisfaction based on Texture

60
55

50

40
RESPONSES

30
22
20
12
10
10

1
0
Very dissatis- Dissatisfied Neutral Satisfied Very satisfied
fied
SCALING

Note. Figure demonstrates Satisfaction based on Texture sourced from Table 10

Table 11
Consistency of Quality
Not at all Slightly Moderately Very
Statement consistent consistent consistent Consistent consistent
To what extent do
you find Wai Wai
noodles consistent in
quality? 0 13 10 60 17

Note. Consistency of Quality obtained from Survey, 2024 sourced from Appendix 2

33
Table 11 illustrates respondents' perceptions regarding the consistency of quality in Wai
Wai noodles. It categorizes responses into different levels, ranging from "Not at all
consistent" to "Very consistent." Out of 100 respondents, none reported finding the
quality not at all consistent, 13 found it slightly consistent, 10 found it moderately
consistent, 60 found it consistent, and 17 found it very consistent. The majority of
respondents (77 out of 100) indicated that they perceive the quality of Wai Wai noodles
as consistent to very consistent. However, there are also some who perceive the
consistency to be less reliable, with 23 respondents reporting either slight or moderate
consistency.

Figure 12
Bar Diagram Showing Consistency of Quality
70
60
60
50
40
30
RESPONSES

20 17
13
10
10
0
0
t

t
t

en
t

en
en
t

en
en

t
t

sis
t

sis
sis

sis
t
sis

n
n

Co
n

co
co

co
co

ry
ly

y
all

Ve
ht

ate
ig
at

er
Sl
t

od
No

SCALING

Note. Figure demonstrates Consistency of Quality sourced from Table 11

Table 12
Likeness to recommend based on quality
Very Very
Statement unlikely Unlikely Neutral Likely likely
How likely are you to
recommend Wai Wai noodles
to others-based quality? 1 9 12 58 20

Note. Likeness to recommend obtained from Survey, 2024 sourced from Appendix 2

34
The table 12 presents respondents' likelihood to recommend Wai Wai noodles to others
based on quality. Responses are categorized into different levels of likelihood, ranging
from "Very unlikely" to "Very likely." Out of 100 respondents, 1 stated they were very
unlikely to recommend, 9 were unlikely, 12 were neutral, 58 were likely, and 20 were
very likely to recommend Wai Wai noodles based on quality. Overall, a majority of
respondents (78 out of 100) expressed a likelihood to recommend, with 58 respondents
leaning towards likely and 20 towards very likely. However, there are also some who are
less inclined, with 10 respondents stating they were either very unlikely or unlikely to
recommend, and 12 remaining neutral.

Figure 13
Bar Graph Showing Likeness to recommend based on quality
70

60 58

50
RESPONSES

40

30
20
20
12
9
10
1
0
Very unlikely unlikely Netural Likely Very likely
SCALING

Note. Figure demonstrates Likeness to recommend based on quality sourced from Table
12
b) Price

Table 13
Agreement to Affordability of Price
Strongly Strongly
Statement disagree Disagree Neutral Agree agree
Do you consider the price 1 4 7 71 17
of Wai Wai noodles to be

35
 affordable?

Note. Agreement to Affordability of Price obtained from Survey, 2024 sourced from
Appendix 2

The table 13 reflects respondents' perceptions regarding the affordability of Wai Wai
noodles. It categorizes responses into different levels, from "Strongly disagree" to
"Strongly agree." Out of 100 respondents, 1 strongly disagreed, 4 disagreed, 7 were
neutral, 71 agreed, and 17 strongly agreed that they consider the price of Wai Wai
noodles to be affordable. The majority of respondents (88 out of 100) perceive the price
as affordable, with 71 agreeing and 17 strongly agreeing. However, there are also some
who hold differing opinions, with 12 respondents either disagreeing or strongly
disagreeing, and 7 remaining neutral.
Figure 14
Bar Graph Showing Affordability of Price
80
71
70

60

50
RESPONSES

40

30

20 17

10 7
4
1
0
Strongly Disagree Neutral Agree Strongly agree
disagree
SCALING

Note. Figure demonstrates Affordability of Price sourced from Table 13

Table 14
Satisfaction Based on Price
Very
dissatisfie Very
Statement d Dissatisfied Neutral Satisfied satisfied
How satisfied are you 0 4 3 65 28
with the value for money

36
 offered by Wai Wai
noodles?

Note. Satisfaction based on price obtained from Survey, 2024 sourced from Appendix 2
The table represents respondents' satisfaction levels with the value for money offered by
Wai Wai noodles. It categorizes responses from "Very dissatisfied" to "Very satisfied."
Out of 100 respondents, none expressed being very dissatisfied, 4 were dissatisfied, 3
were neutral, 65 were satisfied, and 28 were very satisfied with the value for money. The
majority of respondents (93 out of 100) indicated satisfaction with the value for money,
with 65 expressing satisfaction and 28 expressing very satisfaction. However, there are
also a few who are less satisfied, with 7 respondents feeling dissatisfied or neutral.

Figure 15
Bar Graph Showing Satisfaction Based on Price
70
65

60

50

40
RESPONSES

30 28

20

10
4 3
0
0
Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied
SCALING

Note. Figure demonstrates Satisfaction Based on Price sourced from Table 14

Table 15
Competitiveness of price
Moderatel
Not at all Slightly y Very
competitiv competitiv competitiv Competitiv competitiv
Statement e e e e e

37
 Do you feel
waiwai noodles
are priced
competitively? 2 6 10 54 28

Note. Competitiveness of Price obtained from Survey, 2024 sourced from Appendix 2
The table 15 shows respondents' perceptions of how competitively priced Wai Wai
noodles are. Out of 100 respondents, 2 felt they were not at all competitive, 6 thought
they were slightly competitive, 10 found them moderately competitive, 54 considered
them competitive, and 28 regarded them as very competitive. Overall, the majority of
respondents (82 out of 100) perceive Wai Wai noodles as competitively priced, with 54
considering them competitive and 28 very competitive. However, there are also some
who believe they are less competitive, with 8 respondents feeling they are either not at all
competitive or slightly competitive, and 10 feeling moderately competitive.

Figure 16
Bar Graph Showing Competitiveness of Price

60 54
50

40

30 28
RESPONSES

20
10
10 6
2
0
e

e
e
e

iv

iv
iv
iv

iv

tit

tit
tit
tit

tit

pe

pe
pe
pe

pe

m
m
m

Co

co
co
co

co

ry
ly
ll

y
ta

Ve
ht

ate
ig
ta

er
Sl
No

od
M

SCALING

Note. Figure demonstrates Competitiveness of Price sourced from Table 15

Table 16
Purchase Decision Based on Price
Statement Very Unlikely Neutral Likely Very

38
 unlikely likely
How likely are you to
purchase waiwai noodles
again based on its priced? 0 6 5 61 28

Note. Purchase decision based on Price obtained from Survey, 2024 sourced from
Appendix 2

The table 16 presents respondents' likelihood to purchase Wai Wai noodles again based
on its price, categorized from "Very unlikely" to "Very likely." Out of 100 respondents,
none stated they were very unlikely, 6 were unlikely, 5 were neutral, 61 were likely, and
28 were very likely to purchase Wai Wai noodles again based on its price. Overall, the
majority of respondents (89 out of 100) expressed a likelihood to repurchase, with 61
leaning towards likely and 28 towards very likely.

Figure 17
Bar Graph Showing Purchase Decision Based on Price

70
61
60

50

40
RESPONSES

30 28

20

10 6 5
0
0
Very unlikely Unlikely Neutral Likely Very likely

SCALING

Note. Figure demonstrates Purchase decision based on Price sourced from Table 16

c) Availability

39
Table 17
Ease of Availability
Very
Statement difficult Difficult Neutral Easy Very easy
How easy is it for you to find
Wai Wai noodles in stores in
Biratnagar? 0 0 9 54 37

Note. Ease of Availability obtained from Survey, 2024 sourced from Appendix 2
The table 17 indicates respondents' perceptions of the ease of finding Wai Wai noodles in
stores in Biratnagar, categorized from "Very difficult" to "Very easy." Out of 100
respondents, none found it very difficult or difficult, 9 felt neutral, 54 found it easy, and
37 found it very easy to find Wai Wai noodles in stores. Overall, the majority of
respondents (91 out of 100) perceived it as easy or very easy to find the product, with 37
respondents finding it very easy. There are also some who expressed neutrality, indicating
that there may be room for improvement in terms of availability.

Figure 18
Bar Graph Showing Ease of Availability

60
54

50

40 37
RESPONSES

30

20

10 9

0 0
0
Very difficult Difficult Neutral Easy Very easy

SCALING

Note. Figure demonstrates Ease of Availability Sourced from Table 17

40
Table 18
Satisfaction Based on Availability
Very Very
Statement dissatisfied Dissatisfied Neutral Satisfied satisfied
How satisfied are you
with the availability of
Waiwai noodles? 0 1 8 63 28

Note. Satisfaction based on Availability obtained from Survey, 2024 sourced from
Appendix 2

The table 18 represents respondents' satisfaction levels with the availability of Wai Wai
noodles, ranging from "Very dissatisfied" to "Very satisfied." Out of 100 respondents,
none expressed being very dissatisfied, 1 was dissatisfied, 8 were neutral, 63 were
satisfied, and 28 were very satisfied with the availability of Wai Wai noodles. The
majority of respondents (91 out of 100) indicated satisfaction with the availability, with
63 expressing satisfaction and 28 expressing very satisfaction. There were also a few who
were less satisfied, with 9 respondents feeling dissatisfied or neutral.

Figure 19
Bar Graph Showing Satisfaction Based on Availability

70
63
60

50

40
RESPONSES

30 28

20

10 8

0 1
0
Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied
SCALING

Note. Figure demonstrates Satisfaction based on Availability sourced from Table 18

41
Table 19
Encounter of Stock Shortage
Statement Very often Often Sometimes Rarely Never
How often do you encounter
stock shortage when trying to
purchase Wai Wai noodles? 3 6 20 50 21

Note. Encounter of Stock Shortage obtained from Survey, 2024 sourced from Appendix 2

The table displays how frequently respondents encounter stock shortages when
attempting to purchase Wai Wai noodles, ranging from "Very often" to "Never." Out of
100 respondents, 3 reported encountering stock shortages very often, 6 often, 20
sometimes, 50 rarely, and 21 never. Overall, the majority of respondents (71 out of 100)
indicated that they rarely or never encounter stock shortages, with 50 respondents
reporting rare occurrences and 21 reporting never experiencing shortages. However, there
are still instances where shortages are encountered, with 29 respondents experiencing
them either very often, often, or sometimes.

Figure 20
Bar Graph Showing Encounter of Stock Shortage

60

50
50

40
RESPONSES

30

20 21
20

10 6
3
0
Very often Often Sometimes Rarely Never
SCALING

Note. Figure demonstrates Encounter of Stock Shortage sourced from Table 19

42
Table 20
Likeness to Switch to an Alternative Product
Very Unlikel Neutra Very
Statement Unlikely y l Likely likely
How likely are you to switch to an
alternative product if Wai Wai is
consistently out of stock? 13 60 12 12 3

Note. Likeness to switch to an alternate product obtained from Survey, 2024 sourced from
Appendix 2

The table 20 indicates respondents' likelihood to switch to an alternative product if Wai

Wai noodles are consistently out of stock, categorized from "Very unlikely" to "Very
likely." Out of 100 respondents, 13 stated they were very unlikely to switch, 60 were
unlikely, 12 were neutral, 12 were likely, and 3 were very likely to switch to an
alternative product if Wai Wai noodles are consistently out of stock. The majority of
respondents (73 out of 100) expressed some degree of reluctance to switch, with 13
leaning towards very unlikely and 60 towards unlikely. However, there are also some
who are more open to switching, with 15 respondents indicating they are likely or very
likely to switch.

Figure 21
Bar Graph Showing Likeness to Switch to an Alternative Product

43
 70
60
60

50
RESPONSES

40

30

20
13 12 12
10
3
0
Very Unlikely Unlikely Neutral Likely Very likely
SCALING

Note. Figure demonstrates Likeness to switch to alternate product sourced from Table 20
d) Brand

Table 21
Familiarity with Brand
Not familiar Slightly Moderately Very
Statement at all familiar familiar Familiar familiar
How familiar are
you with the Wai
Wai brand? 0 0 12 54 34

Note. Familiarity with Brand obtained from Survey, 2024 sourced from Appendix 2

The table 22 represents respondents' familiarity with the Wai Wai brand, categorized
from "Not familiar at all" to "Very familiar." Out of 100 respondents, none reported being
not familiar at all or slightly familiar, 12 were moderately familiar, 54 were familiar, and
34 were very familiar with the Wai Wai brand. The majority of respondents (88 out of
100) indicated some level of familiarity with the brand, with 54 being familiar and 34
very familiar. However, there are also some who are less familiar, with 12 respondents
indicating moderate familiarity.

Figure 22
Bar Graph Showing Familiarity with Brand

44
 60
54

50

40
34
RESPONSES

30

20
12
10

0 0
0
Not familiar at Slightly familiar Moderately Familiar Very familiar
all familiar
SCALING

Note. Figure demonstrates Familiarity with brand sourced from Table 21

Table 22
Trustworthiness of Brand
Moderatel
Not at all Slightly y Very
trustworth trustworth trustworth Trustworth trustworth
Statement y y y y y
How
trustworthy do
you find the
Wai Wai
brand? 2 2 7 67 22

Note. Trustworthiness of Brand obtained from Survey, 2024 sourced from Appendix 2
The table illustrates respondents' perceptions of the trustworthiness of the Wai Wai brand,
categorized from "Not at all trustworthy" to "Very trustworthy." Out of 100 respondents,
2 stated they found the brand not at all trustworthy, 2 slightly trustworthy, 7 moderately
trustworthy, 67 trustworthy, and 22 very trustworthy. The majority of respondents (89 out
of 100) perceived the Wai Wai brand as trustworthy, with 67 indicating trust and 22
expressing very high trust. However, there are also some who have reservations, with 4

45
respondents feeling the brand is either not at all trustworthy or slightly trustworthy, and 7
feeling moderately trustworthy.

Figure 23
Bar Graph Showing Trustworthiness of Brand
80
70 67
60
50
40
RESPONSES

30 22
20
10 7
2 2
0

y
y

y
hy
th
th

th

th
or
or
or

or

or
tw
stw
stw

stw

stw
us
tr u
tr u

tr u

tr u
Tr
ly
l

ly

y
al

er
at
ht
at

V
er
ig

od
ot

Sl
N

SCALING

Note. Figure demonstrates Trustworthiness of brand sourced from Table 22

Table 23
Buying Behavior Based on Recommendations
Statement Always Often Sometimes Rarely Never
How often do you consider
purchasing Wai Wai noodles
based on positive review or
recommendations from others? 29 21 15 28 7

Note. Buying Behavior Based on Recommendations obtained from Survey, 2024 sourced
from Appendix 2

The table demonstrates respondents' buying behavior concerning Wai Wai noodles based
on positive reviews or recommendations from others, ranging from "Always" to "Never."
Out of 100 respondents, 29 stated they always consider purchasing, 21 often, 15
sometimes, 28 rarely, and 7 never consider purchasing Wai Wai noodles based on
positive reviews or recommendations from others. The data suggests varying degrees of
influence on buying decisions, with a significant portion of respondents (50 out of 100)

46
either always or often considering recommendations. However, there are also respondents
(35 out of 100) who are less influenced by reviews or recommendations, with 28 rarely
and 7 never considering them.

Figure 24
Bar Graph Showing Buying Behaviour Based on Recommendations
35

30 29
28

25
RESSPONSE

21
20
15
15

10
7
5

0
Always Often Sometimes Rarely Never
SCALING

Note. Figure demonstrates Buying behavior based on recommendation sourced from

Table 23
Table 24
Likeness to Try Other Product Line
Very Very
Statement unlikely Unlikely Neutral Likely likely
How likely are you to try
other products from the Wai
Wai brand? 4 9 12 60 15

Note. Likeness to try other products obtained from Survey, 2024 sourced from Appendix
2
The table presents respondents' likelihood to try other products from the Wai Wai brand,
categorized from "Very unlikely" to "Very likely." Out of 100 respondents, 4 stated they
were very unlikely to try other products, 9 were unlikely, 12 were neutral, 60 were likely,
and 15 were very likely to try other products from the Wai Wai brand. The data indicates
that the majority of respondents (75 out of 100) are open to trying other products, with 60
leaning towards likely and 15 towards very likely. However, there are also some who are

47
less inclined, with 13 respondents feeling unlikely or very unlikely to try other products,
and 12 remaining neutral.

Figure 25
Bar Graph Showing Likeness to Try Other Product Line

70
60
60

50
RESPONSES

40

30

20
15
12
9
10
4
0
Very unlikely Unlikely Neutral Likely Very likely
SCALING

Note. Figure demonstrates Likeness to try other product sourced from Table 24
2.2.7 Mean Analysis of Satisfaction Level of Wai Wai

Table 25
Combined Mean Analysis of Overall Satisfaction of Wai Wai
Statement Weighted Mean
Product Quality 3.9
Price 4.17
Availability 4.18
Brand Image 4.05

Note. Mean of Overall Satisfaction Level of Wai Wai Obtained from Survey, 2024
Sourced from Appendix 2

The table 25 presents the results of a comprehensive analysis of overall satisfaction with
Wai Wai, derived from data collected through a survey utilizing Likert 5 Scaling
questions. In terms of Product Quality, Wai Wai received a commendable score of 3.9.

48
This indicates that customers generally perceive the quality of Wai Wai products
positively, reflecting satisfaction with their taste, texture, and overall experience. Price
garnered a notably high score of 4.17, suggesting that customers find the pricing of Wai
Wai products to be reasonable and attractive. Availability received a high score of 4.18,
indicating that customers appreciate the accessibility and widespread availability of Wai
Wai products. Brand Image received a favorable score of 4.05, highlighting that
customers have a positive perception of the Wai Wai brand.

Figure 26
Bar Diagram Showing Mean of Overall Satisfaction of Wai Wai

4.25
4.2 4.17 4.18
4.15
MEAN SCORE

4.1
4.05
4.05
4
3.95
3.9
3.9
3.85
3.8
3.75
Product Quality Price Availability Brand Image

Note. Figure demonstrates mean of overall satisfaction Sourced from Table 25

2.3 Findings

The major findings obtained from the data collection and analysis are:

 The overwhelming preference for purchasing Wai Wai noodles from physical
stores (83%) indicates a strong reliance on traditional retail channels, emphasizing
the importance of optimizing offline distribution networks to enhance accessibility
for consumers.
 While online shopping for Wai Wai noodles is less common compared to physical
stores, the presence of a small but notable segment of consumers using online
platforms underscores the importance of e-commerce channels. Brands can
capitalize on this trend by strengthening their online presence.
 With 20% of respondents consuming Wai Wai noodles daily and 38% consuming
them a few times a week, it's evident that Wai Wai noodles are a staple in the diets

49
 of many surveyed individuals, showcasing the brand's widespread popularity and
consumer loyalty.
 The emphasis placed by 57% of respondents on product quality and 63% on price
highlights the critical role these factors play in influencing purchase decisions.
Brands must prioritize quality assurance and competitive pricing strategies to
maintain consumer satisfaction and market competitiveness.
 While some consumers reported encountering issues with Wai Wai noodles, the
majority expressed overall satisfaction with the product. This indicates that while
improvements may be needed in certain areas, Wai Wai noodles generally meet
consumer expectations and deliver a positive experience.
 With 37% of respondents relying on social media for information about Wai Wai
noodles, brands can leverage digital platforms to engage with consumers,
showcase product features, and gather feedback, shaping marketing strategies and
product development initiatives.
 Despite some consumers reporting issues like staleness or uncooked noodles, the
majority expressed overall satisfaction with Wai Wai noodles. This indicates that
while improvements may be needed in certain areas, Wai Wai noodles generally
meet consumer expectations and deliver a positive experience.
 The high levels of consumer satisfaction across various aspects of Wai Wai
noodles, including taste, texture, consistency, affordability, availability, brand
familiarity, and trustworthiness, underscore the brand's strong market position and
consumer appeal.

In summary, the survey data reveals that customers express high levels of satisfaction
with Wai Wai across multiple dimensions, including Product Quality, Price, Availability,
and Brand Image. These positive perceptions are indicative of a strong and favorable
relationship between Wai Wai and its customers, underscoring the brand's success in
meeting customer expectations and delivering a satisfying experience.

2.4 Discussion

The survey findings align well with the literature on key factors influencing consumer
satisfaction with snack food brands like Wai Wai noodles. Several core themes emerge
when comparing the empirical results to prior research.

50
Consistent with studies highlighting the importance of quality attributes like freshness,
flavor, and texture (Almli et al., 2011), respondents emphasized product quality as a
critical factor in their Wai Wai noodle purchase decisions. The high levels of overall
satisfaction reported, particularly with taste, texture and consistency, suggest Wai Wai is
successfully meeting consumer expectations for sensory appeal, a key driver of
satisfaction identified in previous work.

The findings also underscore the role of brand reputation and image, as described in
(Keller, 2013) brand equity framework. High ratings for brand familiarity and
trustworthiness indicate Wai Wai has cultivated a strong, positive brand perception
among consumers. This aligns with research linking favorable brand associations to
greater consumer satisfaction and loyalty.

Respondents cited pricing as an important consideration, reinforcing (Zeithaml, 2018)

research on the impact of perceived value on satisfaction judgments. The emphasis on
affordable pricing combined with the high satisfaction ratings suggest Wai Wai is
successfully balancing value perceptions with product quality to meet consumer
expectations.

The overwhelming preference for purchasing Wai Wai noodles through traditional retail
channels speaks to the importance of distribution convenience identified in prior studies
(Schultz & Block, 2015). While e-commerce represents an emerging opportunity,
optimizing physical availability appears crucial for Wai Wai based on consumer behavior.

In line with findings (Noman, 2018) on advertising's role in influencing consumer

perceptions, respondents reported using social media for information on Wai Wai
noodles. This highlights opportunities for leveraging digital platforms to shape brand
image and drive product awareness.

In conclusion, the survey data reveals several key parallels between the factors underlying
Wai Wai consumer satisfaction and the literature on drivers of positive consumer
evaluations for snack foods. Wai Wai appears to be successfully executing on
fundamental satisfaction levers like quality, value, availability and brand reputation.
Areas for continued focus include optimizing physical distribution, capitalizing on digital
advertising opportunities, and maintaining competitive pricing and quality standards to
ensure ongoing consumer satisfaction.

51
 CHAPTER III
CONCLUSION AND ACTION IMPLICATION

3.1 Conclusion

The survey results indicate that Wai Wai noodles enjoy a high level of consumer
satisfaction among the respondents in Biratnagar, Nepal. The research has identified
several key factors that contribute to this favorable perception among consumers. the
product quality of Wai Wai noodles was a major driver of customer satisfaction.
Consumers expressed a high degree of satisfaction with the taste, texture, and overall
quality of the noodles, indicating that the brand has been able to consistently meet and
exceed customer expectations when it comes to the core product attributes. This suggests
that Wai Wai has a strong focus on maintaining high standards of quality control and
product consistency. In addition to product quality, the pricing and affordability of Wai
Wai noodles also emerged as a key contributor to satisfaction. The majority of
respondents perceived the pricing of Wai Wai noodles as competitive and affordable,
leading to a positive perception of value for money. This aligns with the brand's strategy
of offering a quality product at a price point that is accessible to a wide range of

52
consumers. Another important factor was the availability and accessibility of Wai Wai
noodles. Consumers reported finding the product easily available, with minimal issues
related to stock shortages. This widespread accessibility and convenience of purchase
further enhances the overall satisfaction levels, as customers can readily obtain the
product when needed. Furthermore, the Wai Wai brand itself has developed a strong
reputation and high level of trust among consumers. Respondents exhibited a robust
familiarity with the brand and perceived it as a trustworthy and reliable provider of
noodle products. This positive brand image and reputation have undoubtedly contributed
to the high levels of customer satisfaction observed in the survey.

The comprehensive mean analysis of the various satisfaction factors, ranging from 3.9 to
4.18 out of 5, underscores the overall positive sentiment towards Wai Wai noodles. These
high scores across multiple domains, including product quality, pricing, availability, and
brand image, indicate that the brand has successfully provideed to the needs and
preferences of consumers in Biratnagar.

While the findings highlight the brand's significant strengths, they also identify a few
areas for potential improvement. Addressing occasional issues with product consistency
and expanding the reach of online sales channels could further enhance the customer
experience and satisfaction levels. By continuously addressing such minor concerns and
maintaining their focus on delivering a high-quality product at a competitive price, Wai
Wai noodles can strengthen their market position and solidify their status as a beloved
and trusted brand among consumers in Biratnagar and beyond.

In conclusion, the research findings clearly demonstrate that Wai Wai noodles have
successfully established themselves as a highly satisfactory and sought-after product
among the consumers in Biratnagar. The brand's commitment to quality, affordability,
accessibility, and a strong brand reputation have been the key drivers of this consumer
satisfaction, positioning Wai Wai as a market leader in the local noodle industry.

3.2 Action Implications

The comprehensive analysis of the survey data has painted a clear picture of Wai Wai
noodles' standing among consumers in Biratnagar, Nepal. The research findings
unmistakably demonstrate the brand's remarkable success in captivating the local market
and cultivating a high level of consumer satisfaction.

53
Building upon this strong foundation, Wai Wai noodles should now focus on
implementing a strategic action plan to further strengthen its position and address any
areas for improvement. Firstly, maintaining a strong emphasis on quality assurance and
product consistency will be crucial. The brand should implement strict quality control
measures to address any minor issues, such as occasional instances of staleness or
uncooked noodles, and ensure a continuously high-quality product experience for
consumers.

Alongside quality, pricing and affordability will remain a critical consideration. Wai Wai
should continue to offer its noodles at a competitive price point that is accessible to a
wide range of consumers. By closely monitoring market trends and optimizing costs
without compromising quality, the brand can maintain its value proposition and appeal to
the target market.

Enhancing product availability and distribution will also be a key priority. Wai Wai
should maintain a robust and efficient distribution network to ensure widespread
accessibility of its noodles across Biratnagar and surrounding areas. Closely monitoring
inventory levels and supply chain management will be crucial to minimize the risk of
stock shortages. Additionally, exploring opportunities to expand the brand's reach through
additional retail channels, both physical and online, can further enhance convenience for
consumers.

Building upon the strong brand reputation and trust that Wai Wai has already established,
the company should continue to reinforce its commitment to quality, affordability, and
consumer satisfaction through targeted marketing and communication strategies. Actively
engaging with consumers through various platforms, including social media, will enable
the brand to gather feedback and address any concerns in a timely manner, further
strengthening its position as a trusted and preferred choice.

Recognizing the growing importance of online sales channels, Wai Wai should also
explore ways to enhance its e-commerce capabilities. Developing a user-friendly and
seamless online shopping experience, coupled with effective digital marketing strategies,
can help the brand reach a wider audience and provide to the evolving preferences of
digitally-savvy consumers.

54
Underpinning all these initiatives should be a culture of continuous improvement and a
deep commitment to understanding consumer feedback and insights. By establishing
regular channels to gather consumer data, analyzing the findings, and incorporating them
into product development, pricing, and marketing decisions, Wai Wai can ensure that it
remains responsive to the changing needs and preferences of its target market.

By implementing these comprehensive action implications, Wai Wai noodles can further
strengthen its position as the leading noodle brand in Biratnagar, delivering a consistently
satisfactory experience to its consumers, addressing minor concerns, enhancing
accessibility, and reinforcing its positive brand reputation.

REFERENCES

Almli, V. L., Verbeke, W., Vanhonacker, F., Næs, T., & Hersleth, M. (2011). General
image and attribute perceptions of traditional food in six European countries.
Food Quality and Preference, 22(1), 129-138.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing

brand equity (4 ed.).

Khaniwale, M. (2016). Consumer Behavior: USA. International Journal of Innovation

and Scientic Research, 14(2), 278-286.

Koirala, K. (2017). Marketing decisions. Kathmandu: Business Journal(2).

55
Krishna, C. N. (2006). Consumer Behavior. New Delhi. Discovery Publishing House.

Loudon, D., & Bitta, A. (1993). Consumer Behaviour. . New York: McGraw- Hill Inc .

Noman, A. (2018). .Impact of Brand Image and Advertisement on Consumer Buying

Behavior. World Applied Science, 3.

Panta, K. P. (2012). Role of advertising in brand choice with special reference to instants
noodles Wai Wai and Myos. Department of Management.

Rai, M. (2014). Impact of Advertising on Consumer Behavior and Attitude. Business

Journal, 3(2).

Schultz, D. E., & Block, M. P. (2015). Rethinking brand loyalty in the era of social
media. Marketing Management Journal, 25(2), 1-19.

Thangasamy, E., & Patikar, G. (2015). Factors Inuencing Consumer Buying Behaviour.
India: Global Journal of Management and Business Research, 14.

Unnamalai, T., & Gopinath, R. (2020). Brand preferences and level of satisfaction in
consuming noodles among working women in Tiruchirapalli district.
International Journal of Management, 11(11), 2909-2917.

Zeithaml, V. A. (2018). Consumer perceptions of price, quality, and value: a means-end

model and synthesis of evidence. Journal of Marketing,, 52(3\), 2-22. doi:
https://doi.org/10.1177/002224298805200302

APPENDIX 1

Consumer Satisfaction Level of Wai Wai in Biratnagar

Dear Respondents,
I am Asmita Budhathoki, a student of Mahendra Morang Adarsha Multiple Campus,
Biratnagar. As the part of our academic research, this report is purely made for academic
purpose on the topic "Consumer Satisfaction Level of Wai wai in Biratnagar". I would
like to request all the respondents to fill the questionnaire and your response will be
confidential. Please spare a few minutes of your valuable time to fill the questions. Your
response will be appreciated.
Regards,
Asmita Budhathoki
MMAMC
BBA, Seventh Semester

56
Questions:
1. Name of respondent
2. Gender
 Male
 Female
 Prefer not to say
3. Age Group
 Under 18
 18-24
 25-34
 35 and above
4. Occupation
 Student
 Employed
 Businessman
 Unemployed
5. From where do you usually purchase Wai Wai?
 Physical store
 Online store
 Both
6. How frequently do you consume Wai Wai from?
 Daily
 Few times a week
 Once a week
 Rarely
 Never
7. What factor influences your decision to purchase Wai Wai?
 Quality of product
 Price
 Availability
 Brand Reputation
8. Have you experienced any issues with quality of Wai Wai?
 Staleness
 Uncooked Noodles
 Foreign Object
 No issue faced
9. Where do you generally get new information about Wai Wai from?
 Social media
 Newspaper
 Advertisement
 Friends/Family
Rate the following on the basis of scaling mentioned.

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Product Quality
1. How satisfied are you with the taste of Wai Wai noodles?
 Very dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Very satisfied
2. How satisfied are you with texture of Wai Wai noodles?
 Very dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Very satisfied
3. To what extent do you find Wai Wai noodles consistent in quality?
 Not at all consistent
 Slightly consistent
 Moderately consistent
 Consistent
 Very consistent
4. How likely are you to recommend Wai Wai noodles to others based on taste and
quality?
 Very likely
 Unlikely
 Neutral
 Likely
 Very likely

Price
1. Do you consider the price of Wai Wai noodles to be affordable?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
2. How satisfied are you with the value for money offered by Wai Wai noodles?
 Very dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Very satisfied

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 3. Compare to similar products, do you feel Wai Wai noodles are priced
competitively?
 Not at all competitive
 Slightly competitive
 Moderately competitive
 Competitive
 Very competitive
4. How likely are you to purchase Wai Wai noodles again based on its priced?
 Very likely
 Unlikely
 Neutral
 Likely
 Very likely
Availability
How easy is it for you to find Wai Wai noodles in storers in Biratnagar?
 Very difficult
 Difficult
 Neutral
 Easy
 Very easy
How satisfied are you with the availability of Wai Wai noodles?
 Very dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Very satisfied
How often do you encounter stock shortage when trying to purchase wai wai noodles?
 Very often
 Often
 Sometimes
 Rarely
 Never
How likely are you to switch to an alternative product if waiwai are consistently out of
stock?
 Very likely
 Likely
 Neutral
 Unlikely
 Very unlikely

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Brand Reputation
How familiar are you with the waiwai brand?
 Not familiar at all
 Slightly familiar
 Moderately familiar
 Familiar
 Very familiar
Based on your experiences, how trustworthy do you find the waiwai brand?
 Not at all trustworthy
 Slightly trustworthy
 Moderately trustworthy
 Trustworthy
 Very trustworthy
How often do you consider purchasing waiwai noodles based on positive review or
recommendations from others?
 Always
 Often
 sometimes
 Rarely
 Never
How likely are you to try other products from the waiwai brand based on your satisfaction
with their noodles?
 Very unlikely
 Unlikely
 Neutral
 Likely
 Very likely
APPENDIX 2

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