A Comparative analysis of Korean Ramen and Indian Maggie: Taste, Quality and Price Among Gen Z in Ahmedabad and Bhopal City
DOI:
https://doi.org/10.55927/fjsr.v4i10.717Keywords:
Instant Noodles, Gen Z Consumers, Brand Perception, Maggi, Korean RamenAbstract
The instant noodle market in India has witnessed rapid growth, driven by evolving consumer lifestyles, urbanization, and global cultural influences. This study examines the perceptions, preferences, and consumption behaviour of Generation Z consumers toward two prominent instant noodle brands: Maggi, a long-established domestic brand, and Korean ramen, an emerging international product. The research focuses on factors such as taste, price, packaging, brand trust, cultural influence, and social media impact, analysing how these variables shape purchase intentions and loyalty. Data were collected from 156 respondents across Ahmedabad and Bhopal, using a structured questionnaire to assess brand perception and behavioural patterns. Statistical analyses, including demographic summaries, reliability testing, and comparative evaluations, were performed to identify significant trends. The findings reveal that Maggi continues to dominate due to its affordability, emotional connection, and consistent quality, while Korean ramen appeals to younger consumers through novel flavours, premium packaging, and aspirational value. Social media and peer influence play a critical role in shaping Gen Z’s inclination toward international brands. Price sensitivity, brand loyalty, and taste preferences emerged as key determinants influencing purchase decisions. The study offers practical insights for marketers regarding product innovation, pricing strategies, distribution, and digital engagement tailored to youth consumers. Furthermore, the research highlights opportunities for future studies to explore regional variations, health-conscious consumption, and long-term adoption patterns
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