Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER PREFERENCES TOWARDS YIPPEE NOODLES IN MADURAI CITY

S.HARIPRIYADHARSHAN, M.MANOJ KUMAR, DR.M.DINESHKUMAR

Abstract

This study explores consumer preferences for Yippee Noodles in Madurai City, focusing on key factors influencing purchasing decisions. The research aims to compare Yippee Noodles with competing brands based on taste, pricing, and brand loyalty while assessing the impact of various marketing strategies. A structured questionnaire was used to collect primary data from 100 respondents, utilizing a descriptive research design and convenient sampling method. Statistical techniques such as Garrett Ranking Analysis and ANOVA were employed to analyze consumer preferences, demographic influences, and brand perception. The findings highlight that taste is the most critical factor influencing consumer choices, followed by price, promotional offers, and health benefits. ANOVA results indicate significant variations in preferences based on demographic factors such as age, gender, educational qualification, occupation, marital status, and location, whereas monthly income does not show a substantial impact. The study suggests that businesses should focus on enhancing product taste, competitive pricing, and targeted marketing strategies to align with consumer expectations. These insights can help brands refine their positioning and improve consumer engagement in competitive markets like Madurai City.

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