CUSTOMER SATISFACTION OF WAI WAI NOODLES IN

KALANKI AREA

A Research Proposal

Submitted By:
Suraj Sapkota
Pashupati Multiple Campus
T.U. Regd. No:7-2-278-1118-2020

Submitted To
Faculty of Management, Tribhuvan University

Kathmandu, Nepal

In Partial fulfillment of the requirements for the degree of

BACHELOR OF BUSINESS STUDIES (BBS)

Mitrapark,Chabhil
May, 2025
1.1 Background of the study
The study of customer satisfaction has become an essential aspect for businesses looking to
maintain and grow their customer base, particularly in the food industry. In the context of
Wai Wai noodles, one of the leading instant noodle brands in Nepal, understanding customer
satisfaction can provide invaluable insights into how well the product meets the needs and
expectations of its consumers (Khan, 2020). Wai Wai noodles, known for their quick
preparation time and flavorful taste, have become a popular choice for many consumers in
Nepal, including those residing in the Kalanki area, a significant urban hub in the
Kathmandu Valley (Shrestha, 2021).

Customer satisfaction in the food industry is influenced by various factors, such as product
quality, price, packaging, and brand image. These factors are crucial in determining whether
customers will continue purchasing a product or switch to competitors (Sood & Ranjan,
2022). In the case of Wai Wai noodles, the brand's ability to deliver consistent quality and
meet the expectations of its target audience plays a significant role in sustaining its market
presence. Kalanki, being a highly commercialized area with a diverse population, presents a
unique setting to study the factors affecting customer satisfaction in this region (Bhandari,
2023).

Previous research has demonstrated that factors like taste, convenience, and affordability are
key drivers of customer satisfaction in the instant noodle segment. This study aims to
analyze how these factors influence consumer behavior specifically in the Kalanki area,
which has seen rapid urbanization and an increasing demand for ready-to-eat food products
(Subedi, 2021). By examining customer satisfaction with Wai Wai noodles in this locality,
the study intends to contribute to the broader understanding of consumer preferences and
behavior within the instant noodle market in Nepal.

Through an in-depth investigation, this study seeks to highlight the strengths and
weaknesses of Wai Wai noodles in relation to customer satisfaction and provide
recommendations for enhancing the brand’s market share in the Kalanki area.
Understanding customer expectations and how they relate to overall satisfaction can help

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businesses like Wai Wai noodles to develop targeted strategies for customer retention and
loyalty (Koirala, 2022).

1.2 Profile of the Wai Wai Noodles

Wai Wai noodles, a product of the CG Foods Nepal, have become one of the most
recognized and consumed instant noodle brands in Nepal. The brand was introduced in the
1980s and has since gained a significant foothold in the market due to its convenience,
affordability, and unique flavor profile (Shrestha, 2019). Initially catering to the domestic
market, Wai Wai noodles quickly expanded its reach, becoming a popular choice among
various consumer segments, including students, working professionals, and busy households
(Thapa, 2020). Its presence in the Kalanki area is a testament to the brand’s wide appeal
across diverse urban populations.

The product is known for its quick preparation time, requiring only a few minutes to cook,
making it a favored choice for individuals seeking an easy-to-prepare meal. Wai Wai
noodles come in various flavors, such as masala and chicken, allowing consumers to select
their preferred taste while maintaining consistency in quality and texture (Pradhan, 2021).
The company emphasizes the use of high-quality ingredients and adheres to strict
manufacturing standards to ensure that the product meets the expectations of its customers.
This commitment to quality has contributed to the strong brand reputation of Wai Wai
noodles, both domestically and internationally (Bhandari, 2022).

Over the years, Wai Wai noodles have also embraced innovations in packaging, introducing
eco-friendly and user-convenient packaging designs that appeal to environmentally
conscious consumers (Koirala, 2021). The brand’s adaptation to market needs, such as
offering noodle packets in various sizes for different consumer preferences, highlights the
company’s focus on catering to the diverse demands of the market. This flexibility in
product offerings has allowed Wai Wai noodles to maintain a competitive edge in the ever-
evolving food industry (Sharma & Poudel, 2023).

In addition to its commitment to product innovation and quality, Wai Wai noodles have also
engaged in various promotional and branding efforts to strengthen its connection with

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consumers. Through television advertisements, digital media campaigns, and sponsorship of
events, the brand has created a strong, recognizable identity in Nepal (Joshi, 2020). Such
marketing strategies have contributed to building a loyal customer base, especially in urban
areas like Kalanki, where access to a variety of food products is high, but convenience
remains a critical factor for consumers when choosing instant food options (Subedi, 2021).
This continuous engagement with the market has solidified Wai Wai’s position as a leading
instant noodle brand in Nepal.

1.3 Statement of the problem

Customer satisfaction plays a critical role in the success of consumer goods, especially in the
competitive food industry. Despite Wai Wai noodles being a popular choice in the Kalanki
area, it is unclear whether the brand consistently meets the expectations of its customers
regarding taste, quality, and convenience. Understanding the factors influencing customer
satisfaction with Wai Wai noodles is essential to ensuring continued market dominance and
improving customer retention in the region. This study aims to explore the level of
satisfaction among customers in Kalanki and identify areas where the brand may enhance its
offerings.

Research Questions
i. How do factors like taste, quality, and packaging influence customer satisfaction with
Wai Wai noodles in the Kalanki area?

ii. What is the relationship between pricing and customer loyalty toward Wai Wai noodles
in the Kalanki area?

iii. How do demographic factors (age, income, and lifestyle) affect customer preferences
for Wai Wai noodles in the Kalanki area?

1.4 Objectives of the study

The objective of this study is to assess customer satisfaction with Wai Wai noodles in the
Kalanki area by examining factors such as taste, quality, price, and packaging. Additionally,
the study aims to identify the key drivers that influence customer loyalty and preferences
towards the brand. The research will also explore the impact of demographic factors on

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consumer choices and satisfaction levels. Ultimately, the findings will provide valuable
insights to help enhance the product offerings and marketing strategies of Wai Wai noodles
in the region.
The specific objectives are as follows:
i. To analyze how factors such as taste, quality, and packaging influence customer
satisfaction with Wai Wai noodles in the Kalanki area.
ii. To examine the relationship between pricing and customer loyalty toward Wai Wai
noodles in the Kalanki area.
iii. To assess how demographic factors (age, income, and lifestyle) impact customer
preferences for Wai Wai noodles in the Kalanki area.
1.5 Rational of the study
This study is important as it aims to explore the factors driving customer satisfaction with
Wai Wai noodles, a widely consumed product in the Kalanki area. Understanding what
influences consumer preferences and satisfaction is crucial for businesses to refine their
strategies and maintain a competitive edge in the food industry. With increasing competition
in the instant noodle market, knowing the impact of elements like taste, packaging, price,
and demographics on consumer choices will help Wai Wai noodles tailor its offerings to
better meet the needs of the local market. The findings of this study will also provide
valuable insights to improve customer retention and loyalty, ultimately contributing to the
brand’s long-term success in the region.
1.6 Review of Literature
The review of literature provides a comprehensive understanding of customer satisfaction,
particularly in the context of the food industry, focusing on factors such as taste, quality,
price, packaging, and demographic influences. Studies have shown that customer
satisfaction is a multi-dimensional construct, where different elements can have varying
degrees of influence on consumer behavior.
Sood and Ranjan (2022) suggests that the sensory appeal of food, particularly its taste,
significantly impacts consumer loyalty and repeat purchases. In the case of instant noodles
like Wai Wai, the flavor profile is a crucial determinant of satisfaction, as it directly
influences the perceived quality and overall experience of the product.

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(Koirala, 2021) highlighted that a product with consistent, desirable taste is more likely to
build a loyal customer base, especially in urban areas where convenience and quick meal
solutions are prioritized.

(Bhandari, 2022). Furthermore, packaging plays a vital role in shaping customers' attitudes.
innovative and user-friendly packaging not only enhances convenience but also creates a
positive brand image. Eco-friendly packaging, in particular, has gained popularity among
environmentally conscious consumers adding an extra layer of appeal to brands like Wai
Wai.

Pradhan (2021) revealed that consumers are more likely to stay loyal to brands that offer a
balance between affordability and quality. In the case of Wai Wai noodles, its affordable
pricing strategy has made it accessible to a wide demographic, yet there is still a need to
evaluate how price sensitivity influences customer satisfaction and loyalty in specific
regions like Kalanki. competitive pricing can increase customer retention, especially when
combined with consistent product quality.

Subedi (2021) indicates that younger consumers tend to prioritize convenience and price
when choosing food products, while older consumers may focus more on quality and
nutritional value. Additionally, income levels often correlate with purchasing patterns, with
higher-income groups opting for premium products, while lower-income groups may lean
towards more affordable options like instant noodles Lifestyle choices, including a
preference for quick meals or home-cooked food, also influence customer preferences,
particularly in fast-paced urban areas like.

Bhandari, (2023). Kalanki, as a highly commercialized area in Kathmandu, has witnessed a

rise in the consumption of convenient food products. Wai Wai noodles, with its quick
preparation time and affordable price, is well-positioned to cater to the needs of busy urban
consumers.

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1.7 Research Method
This study will employ a descriptive research method to assess customer satisfaction with
Wai Wai noodles in the Kalanki area. A structured survey will be used to collect quantitative
data on factors such as taste, quality, packaging, price, and overall satisfaction. The survey
will be administered to a random sample of consumers in the region. Descriptive statistics,
such as frequencies, percentages, and mean scores, will be used to summarize and analyze
the data, providing a clear picture of customer satisfaction levels. The results will help
identify key factors that influence consumer preferences and satisfaction with the product.

1.7.1 Research Design

This study will use a descriptive research design to examine customer satisfaction with Wai
Wai noodles in the Kalanki area. The research will focus on understanding consumer
perceptions and satisfaction levels by collecting data on key factors such as taste, quality,
packaging, and price.

1.7.2 Sampling Method

A random sampling technique will be employed to select a representative sample of
consumers who regularly purchase and consume Wai Wai noodles in Kalanki. This
approach ensures that the findings can be generalized to the broader population in the area.

1.7.3 Data Collection Tools

The study will primarily use a structured questionnaire to gather quantitative data from
survey respondents. The questionnaire will include both closed-ended questions to measure
satisfaction levels and demographic information.

1.7.4 Data Analysis

Descriptive statistical methods, such as frequency distributions, percentages, and mean
scores, will be used to analyze the collected data. These methods will provide an overview
of customer satisfaction and highlight the most influential factors affecting consumer
preferences.

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1.8 Limitation of the Study
i. The study may have a limited sample size, which could affect the generalizability of the
findings.

ii. Participants may provide socially desirable answers, which could skew the results

iii. Geographical Scope: The study is limited to the Kalanki area, which may not represent
customer satisfaction across other regions.

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 REFERENCES

Bhandari, P. (2022). Consumer Preferences and Satisfaction in the Instant Noodle Market: A
Case Study of Wai Wai Noodles. Kathmandu: Nepal Publication House.

Joshi, R. (2020). Marketing Strategies for Instant Noodles in Nepal: The Case of Wai Wai.
Journal of Marketing and Business, 15(2), 35-44.

Koirala, R. (2021). Impact of Packaging on Consumer Preferences in Nepal’s Instant Noodle

Market. International Journal of Consumer Studies, 9(1), 88-95.

Khan, S. (2020). Customer Satisfaction and Brand Loyalty in Nepal: A Study on Wai Wai
Noodles. Kathmandu: Green Leaf Publishers.

Pradhan, S. (2021). The Role of Pricing in Consumer Loyalty: A Study on Wai Wai
Noodles. Journal of Business and Economics, 18(3), 45-58.

Sharma, B., & Poudel, A. (2023). Sustainability and Packaging Trends in Nepalese Food
Products. Journal of Packaging and Sustainability, 5(2), 72-80.