jetro fmcg monitoring test report - executive …...target cities: delhi, mumbai, chennai and...

JETRO FMCG monitoring test

Report

- Executive Summary -

March, 2011

Copyright © 2011 JETRO. All right reserved.

Research Design

2

Objective: The survey is designed to know the acceptability and evaluation of Japanese products sold

in 'Japan Mela' held in Delhi, Mumbai, Chennai and Bangalore (25th November – 31st December,

2010. The survey will be contribute to the useful reference for make sales and marketing strategies of

Japanese products.

Target Cities: Delhi, Mumbai, Chennai and Bangalore

Method: Quantitative (In-Shop + FGI) + Focus Group Interview

Target Criteria

• Quantitative (In-Shop) : Big Bazzar customers

• Focus Group Interview: MHI = 25,000 Rs.+, Middle and Upper class, 16 – 39 y/o

Sample Size and Quota

• Quantitative (In-Shop) : ：Targeted 100s per SKU per city, totally 400s

• Focus Group Interview ：10 groups X 4 cities

FW schedule 26th November –27th December, 2010 (During Japan Mela)

Researched by: Market X-cel Data Matrix Pvt. / Infobridge Marketing and Promotions, Co., LTD

Evaluation of Food Products


FOOD: Summary

Taste evaluation – The results of the food taste evaluation varied significantly by city. Acceptability was high in Delhi and

Mumbai, but not as high in Chennai and Bangalore.

– The comparatively high marks obtained in Delhi and Mumbai, two major economical and political centres in

India, are considered to be attributable to the fact that these two cities have some Japanese restaurants and

stores selling Japanese foodstuffs, so people have got to know Japanese foods and cuisine, although the

number of these restaurants and stores is small, and that an atmosphere in which people are open to new

things exists in the city.

– The most preferred tastes were those that maintained the flavour of the raw ingredients, had a pleasant

aroma, were well seasoned with salt etc., and were not black or dark in colour. However, strongly reflecting

their spice culture, many respondents answered that a spicier taste would be preferable. In terms of

foodstuffs and seasonings such as wasabi they are not familiar with, their preference was divided.

Evaluation of aspects other than taste• Compared to the results of the taste evaluation, the packages and quality gained relatively high marks, and

the differences between cities were small. The packages themselves were highly regarded because of their

conspicuous, vivid colours, pictures and illustrations of the ingredients, transparency, etc. Visible contents

are expected. Another aspect for positive evaluation was that the contents were described using easy-to-

understand language.

Purchase intention– The results of the taste evaluation and purchase intention showed a correlation. Chips and instant noodles

(packed) that gained comparatively high marks in the taste evaluation also recorded a high purchase

intention.

– Among the four cities, both the taste evaluation results and purchase intention were highest in Delhi and

lowest in Chennai. Although the purchase intention was almost as high as the taste evaluation results in

Delhi, the purchase intention was lower than the taste evaluation in the other three cities, which seems to

show stronger resistance to the purchase of Japanese foods in these cities than in Delhi.

4


0.96

1.09

1.05

1.05

0.81

0.77

0.00 0.50 1.00 1.50 2.00

Total(n=6721)

Chips(n=1621)

Seasoning(n=859)

Instant noodle(n=1704)

Instant soup(n=1701)

Frozen(n=836)

Taste Evaluation: Ranking by Category

5

The taste evaluation by category is shown below.

– The survey was carried out on the basis of a five-stage evaluation, where scores of +2 points to -2 points were given to the results in

descending order (from 'I like it very much' to 'I don’t like it at all'), and the average score was calculated.

The overall score of all the foods was 0.96 points. Each food gained a score of around 1.00 point, which is comparatively high.

Chips received the highest number of points among the foods with 1.09, followed by seasoning and instant noodles with 1.05

each.

However, instant soup (miso soup) and frozen (frozen Japanese foods) gained lower scores than the above three categories.

The reason is likely to be that these two categories are somewhat unfamiliar to people in India.

※Five stage evaluation is totaled as follows.

'I like it very much' = 2 Point

'I somewhat like it' = 1 Point

'Can’t say either way' = 0 Point

'I don’t like it so much' = -1 Point

'I don’t like it at all' = -2 Point

In FGI, the following good aspects and aspects to be

improved were identified. Even when foodstuffs have a

taste and aroma that is unfamiliar to Indian people, if the

appropriate explanation is provided about the foodstuffs

and their production method, acceptability increases.

Well-received aspects

• The taste of the raw ingredients has been properly

maintained.

• Well seasoned with salt etc.

• Good aroma

• No acridity or sourness

• The colour is light, not black nor dark

• The noodles are thin (instant noodles)

Aspects to be improved

• Not spicy enough

• Sweet seasoned (they are not used to the Japanese

salty-sweet taste)

• The soup is watery; thicker soup is preferable (instant

noodles, instant soup)

• The noodles are long and difficult to eat (instant noodles)

• Unfamiliar aroma and taste (bitterness etc.)


0.96

1.52

1.20

0.61

0.56

0.00 0.50 1.00 1.50 2.00

Total(n=6721)

Delhi Total(n=1792)

Mumbai Total(n=1383)

Bangalore Total(n=1780)

Chennai Total(n=1766)

Taste Evaluation: Ranking by City

6

The taste evaluation ranking of overall foods by city is shown below.

Delhi scored the highest at 1.52 points, followed by Mumbai at 1.20 points. Bangalore and Chennai scored far lower

than the former two cities, at 0.61 and 0.56 points respectively.

Delhi and Mumbai are two major cities in India, so they offer numerous opportunities to get to know Japanese foods,

which is considered to have been the cause of the high scores.








0.61

0.77

0.77

0.77

0.43

0.31

0.00 0.50 1.00 1.50 2.00

Bangalore Total

(n=1780)

Instant noodle

(n=453)

Chips

(n=438)

Seasoning

(n=223)

Frozen

(n=226)

Instant soup

(n=440)

0.56

0.66

0.56

0.55

0.54

0.42

0.00 0.50 1.00 1.50 2.00

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Instant soup

(n=451)

Frozen

(n=226)

1.20

1.52

1.35

1.21

1.11

0.91

0.00 0.50 1.00 1.50 2.00

Mumbai Total

(n=1383)

Seasoning

(n=194)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

1.52

1.64

1.63

1.54

1.45

1.22

0.00 0.50 1.00 1.50 2.00

Delhi Total

(n=1792)

Instant noodle

(n=470)

Chips

(n=431)

Seasoning

(n=200)

Instant soup

(n=466)

Frozen

(n=225)

Taste Evaluation: Ranking by Category for each city

7

Delhi

Mumbai

Chennai

Bangalore

The taste evaluation ranking by category for each city is shown below.

The high scores given to instant noodles, chips, and seasoning were common to the four cities. The score obtained by

seasoning in Mumbai was notably high. Instant soup and frozen were not highly regarded in any of the four cities.








In FGI, the following good aspects and aspects to be

improved were identified.

Well-received aspects

• Conspicuous colours and vivid colours are used

• Pictures/illustrations of ingredients are used; or a

transparent package through which the contents can be

seen is used

• The product name is easy to see (Product names that were

easy to pronounce also received high marks.)

• The content is indicated in an easy-to-understand language

such as English

• It is a sufficient size for a family (volume/number of packs in

one package)

Aspects to be improved

• White package （strongly associated with non-foods such as

medicines)

• The content cannot be seen

• Materials that do not break easily, such as plastic, are

preferable to glass

• It would be good if a small size was available for trial use

(seasoning)

• The cooking method described in Japanese cannot be

understood.

2.74

2.88

2.86

2.78

2.63

2.52

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)


Chips(n=1621)

Seasoning(n=859)

Frozen(n=836)


Product Evaluation – Package design; Ranking by Category

8


'Excellent' = 4 Point

'Very good' = 3 Point

'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The package design ranking by category is shown below.

– The survey was carried out on the basis of a five-stage evaluation, where scores of +4 points ('Excellent') to 0 points ('Poor' )

were given to the results in descending order, and the average score was calculated.

• The overall score of all the foods was 2.74 points, and all the foods received more than 2.5 points.

• Instant noodles scored the highest number of points among the food categories with 2.88, followed by chips at almost the

same level, with 2.86 respectively.

• In terms of package design, instant soup received the lowest score with 2.52 points.


2.44

2.65

2.59

2.43

2.39

2.12

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Chips

(n=438)

Instant noodle

(n=453)

Frozen

(n=226)

Seasoning

(n=223)

Instant soup

(n=440)

2.69

2.85

2.82

2.59

2.56

2.50

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Instant soup

(n=451)

Frozen

(n=226)

3.10

3.12

2.81

3.22

3.22

3.21

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Seasoning

(n=194)

Instant noodle

(n=349)

Chips

(n=337)

Frozen

(n=159)

Instant soup

(n=344)

2.80

3.01

2.97

2.81

2.64

2.60

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Seasoning

(n=200)

Instant noodle

(n=470)

Chips

(n=431)

Instant soup

(n=466)

Frozen

(n=225)

Product Evaluation – Package design; Ranking by Category for each city

9

The package design ranking by category for each city is shown below.

Chips, which scored high points overall in all four cities, was placed slightly lower in Delhi, with fewer points than

seasoning. Frozen obtained a comparatively high score in Mumbai.

Delhi

Mumbai

Chennai

Bangalore

※Five stage evaluation

is totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point


2.51

2.61

2.60

2.56

2.41

2.32

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)


Chips(n=1621)

Seasoning(n=859)


Frozen(n=836)

Product Evaluation - Product name; Ranking by Category

10

※Five stage evaluation is

totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

Points scored by product name by category are shown below.

• The overall number of points scored by all the foods was 2.51. Instant noodles scored the highest among the food

categories with 2.61 points, closely followed by chips and seasoning with 2.60 and 2.56 points respectively.

• In terms of product name, frozen scored the lowest with 2.32 points, which is considered to be attributable to the fact that

the product name was written in Japanese and that the taste of the frozen Japanese food was unfamiliar to Indian people.


2.29

2.44

2.42

2.27

2.13

2.12

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Chips

(n=438)

Instant noodle

(n=453)

Seasoning

(n=223)

Frozen

(n=226)

Instant soup

(n=440)

2.34

2.48

2.47

2.31

2.24

2.11

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Instant soup

(n=451)

Frozen

(n=226)

2.86

3.02

2.94

2.88

2.69

2.63

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Chips

(n=337)

Instant noodle

(n=349)

Seasoning

(n=194)

Instant soup

(n=344)

Frozen

(n=159)

2.64

2.87

2.69

2.63

2.56

2.50

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Seasoning

(n=200)

Instant noodle

(n=470)

Instant soup

(n=466)

Chips

(n=431)

Frozen

(n=225)

Product Evaluation – Product name; Ranking by Category for each city

11

The product name ranking by category for each city is shown below.

Chips, which scored high points overall in all four cities, was ranked fourth in Delhi, where seasoning was ranked at the

top. Frozen received low scores in all four cities.

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point


2.32

2.44

2.44

2.35

2.24

2.09

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)

Seasoning(n=859)


Chips(n=1621)


Frozen(n=836)

Product Evaluation – Volume (total); Ranking by Category

12


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The points for volume (total) by category are shown below.

The overall number of points scored by all the foods was 2.32. Seasoning and instant noodles scored the highest number

of points among the food categories with 2.44 points each, the reason for which seems to be that the portions of these

products are similar to the size usually sold in India.

In terms of volume (total), frozen scored far lower than the other categories with 2.09 points. In the group interview, several

respondents noted that the size of frozen is good because it is appropriate for a family, but in the quantitative survey, it

received fewer points than the other categories.


1.94

2.21

2.04

1.93

1.87

1.44

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Instant noodle

(n=453)

Seasoning

(n=223)

Instant soup

(n=440)

Chips

(n=438)

Frozen

(n=226)

2.22

2.38

2.27

2.24

2.11

2.08

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Frozen

(n=226)

Instant soup

(n=451)

2.75

2.90

2.82

2.81

2.67

2.58

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Seasoning

(n=194)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

2.48

2.69

2.54

2.45

2.43

2.32

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Seasoning

(n=200)

Instant noodle

(n=470)

Chips

(n=431)

Instant soup

(n=466)

Frozen

(n=225)

Product Evaluation – Volume (total); Ranking by Category for each city

13

The volume (total) ranking by category for each city is shown below.

Seasoning, which scored high points overall in all four cities, was ranked top in Delhi and Mumbai, second in Bangalore,

and third in Chennai.

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point


2.42

2.50

2.49

2.49

2.31

2.29

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)

Seasoning(n=859)


Chips(n=1621)

Frozen(n=836)


Product Evaluation - Ingredients; Ranking by Category

14


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The points for ingredients by category are shown below.

The overall number of points scored by all the foods was 2.42. Seasoning, instant noodles, and chips scored the highest

number of points among the food categories.

In terms of ingredients, frozen and instant soup scored far fewer points than the above three categories. The reason for the

low scores for frozen and instant soup is considered to be the fact that these products are unfamiliar Japanese foods to

people in India.


2.17

2.28

2.27

2.17

2.03

2.00

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Instant noodle

(n=453)

Chips

(n=438)

Seasoning

(n=223)

Instant soup

(n=440)

Frozen

(n=226)

2.24

2.36

2.27

2.27

2.16

2.12

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Seasoning

(n=242)

Instant noodle

(n=432)

Frozen

(n=226)

Instant soup

(n=451)

2.83

2.97

2.92

2.91

2.73

2.62

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Seasoning

(n=194)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

2.53

2.68

2.59

2.51

2.48

2.45

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Seasoning

(n=200)

Instant noodle

(n=470)

Chips

(n=431)

Frozen

(n=225)

Instant soup

(n=466)

Product Evaluation – Ingredients; Ranking by Category for each city

15

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The ingredients ranking by category for each city is shown below.

The top three categories and the lowest two categories were common to all four cities.


2.33

2.41

2.29

2.26

※

※

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=4264)



Seasoning(n=859)

Chips(n=0)

Frozen(n=0)

Product Evaluation – How to cook / use; Ranking by Category

16


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point※Non-question on Category「Chips」「Frozen」

The points for how to cook by category are shown below.

The overall number of points scored by all the foods was 2.33. Instant noodles scored the highest among the food

categories with 2.41 points, which is probably attributable to the fact that Maggi and other brands have already made

instant noodles popular in India.


2.38

2.55

2.33

2.12

※

※

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1116)

Instant noodle

(n=453)

Instant soup

(n=440)

Seasoning

(n=223)

Chips

(n=0)

Frozen

(n=0)

2.11

2.16

2.11

2.03

※

※

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1125)

Instant noodle

(n=432)

Instant soup

(n=451)

Seasoning

(n=242)

Chips

(n=0)

Frozen

(n=0)

2.76

2.83

2.82

2.65

※

※

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=887)

Instant noodle

(n=349)

Seasoning

(n=194)

Instant soup

(n=344)

Chips

(n=0)

Frozen

(n=0)

2.17

2.20

2.16

2.15

※

※

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1136)

Instant noodle

(n=470)

Seasoning

(n=200)

Instant soup

(n=466)

Chips

(n=0)

Frozen

(n=0)

Product Evaluation – How to cook/use; Ranking by Category for each city

17

※Non-question on Category「Chips」「Frozen」

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The how to cook ranking by category for each city is shown below.

Instant noodles, which obtained a high score in the total for all four cities, ranked high in each city, but in Delhi, there was

little difference between the points for the three product categories.


2.37

2.51

2.46

2.41

2.22

2.20

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)

Chips(n=1621)


Seasoning(n=859)


Frozen(n=836)

Product Evaluation – Colour of the food itself; Ranking by Category

18


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The points for the colour of the food itself by category are shown below.

The overall score for all the foods was 2.37 points. Chips scored the highest among the food categories with 2.51 points,

followed by instant noodles with 2.46 points and seasoning with 2.41 points. On the other hand, instant soup and frozen

scored in the range of 2.2 points each, which is also probably attributable to the fact that the foodstuffs are unfamiliar.


2.16

2.29

2.26

2.17

2.03

2.00

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Chips

(n=438)

Instant noodle

(n=453)

Seasoning

(n=223)

Frozen

(n=226)

Instant soup

(n=440)

2.19

2.46

2.30

2.12

1.99

1.98

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Frozen

(n=226)

Instant soup

(n=451)

2.81

3.05

2.96

2.85

2.69

2.55

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Seasoning

(n=194)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

2.42

2.50

2.45

2.40

2.39

2.24

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Instant noodle

(n=470)

Chips

(n=431)

Instant soup

(n=466)

Seasoning

(n=200)

Frozen

(n=225)

Product Evaluation – Colour of the food itself; Ranking by Category for each city

19

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The colour of the food itself ranking by category for each city is shown below.

Chips ranked top in three of the four cities, while seasoning ranked top in Mumbai.


2.33

2.47

2.41

2.41

2.17

2.16

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Total(n=6721)

Chips(n=1621)

Seasoning(n=859)


Frozen(n=836)


Product Evaluation – Flavour / aroma; Ranking by Category

20


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The points for flavour/aroma by category are shown below.

The overall score for all the foods was 2.33 points. Chips scored the highest among the food categories with 2.47 points,

followed by seasoning and instant noodles with 2.41 points each. However, instant soup and frozen scored in the range of

2.1 points each.


2.12

2.30

2.20

2.18

1.96

1.91

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Bangalore Total

(n=1780)

Chips

(n=438)

Instant noodle

(n=453)

Seasoning

(n=223)

Frozen

(n=226)

Instant soup

(n=440)

2.09

2.29

2.16

2.03

1.96

1.92

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Chennai Total

(n=1766)

Chips

(n=415)

Instant noodle

(n=432)

Seasoning

(n=242)

Instant soup

(n=451)

Frozen

(n=226)

2.74

2.95

2.91

2.81

2.62

2.46

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Mumbai Total

(n=1383)

Seasoning

(n=194)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

2.46

2.59

2.54

2.47

2.38

2.32

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

Delhi Total

(n=1792)

Seasoning

(n=200)

Instant noodle

(n=470)

Chips

(n=431)

Instant soup

(n=466)

Frozen

(n=225)

Product Evaluation – Flavour / aroma; Ranking by Category for each city

21

Delhi

Mumbai

Chennai

Bangalore


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

The flavour/aroma ranking by category for each city is shown below.

Chips ranked top in Chennai and Bangalore, while seasoning ranked top in Delhi and Mumbai.


Instant soup

Frozen

Instant

noodleChips

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40

Taste Score

Purc

has

e inte

nti

on S

core

0.56

0.65

0.64

0.52

0.28

※

-0.50 0.00 0.50 1.00 1.50 2.00

Total(n=5862)

Chips(n=1621)



Frozen(n=836)

Seasoning(n=0)

Purchase intention; Ranking by Category

22

The graph on the left below shows the purchase intention by category.

The total score for all the food categories was 0.56 points. Among the food categories, chips scored the highest with 0.65

points, closely followed by instant noodles with 0.64 points.

Plotting the points for purchase intention and taste evaluation on the graph on the right below shows that a correlation

exists between them.


'I would definitely like to buy it' = 2 Point

'I have some interest in buying it' = 1 Point


'I am not that interested in buying it' = -1 Point

'I have no interest in buying it' = -2 Point

※Non-question on Category「Seasoning」


0.96

1.52

1.20

0.61

0.56

0.00 0.50 1.00 1.50 2.00

Total(n=6721)

Delhi Total(n=1792)




0.56

1.46

0.47

0.25

-0.06

-0.50 0.00 0.50 1.00 1.50 2.00

Total(n=5862)

Delhi Total(n=1592)




Purchase intention; Ranking by City

23

The ranking of purchase intention for the foods by city is shown below.

Delhi obtained an extremely high number of points with 1.46, followed by Bangalore with 0.47, while Chennai

showed a slightly negative purchase intention with -0.06 points.

In comparison to taste evaluation, Delhi scored the highest in both taste evaluation and purchase intention among

the four cities, while Mumbai showed a lower purchase intention compared to taste evaluation, and Chennai received

the lowest score for both taste evaluation and purchase intention.







Taste Purchase intention

※Five stage evaluation is totaled

as follows.







0.47

0.75

0.64

0.32

-0.11

※

-0.50 0.00 0.50 1.00 1.50 2.00

Bangalore Total

(n=1557)

Instant noodle

(n=453)

Chips

(n=438)

Instant soup

(n=440)

Frozen

(n=226)

Seasoning

(n=0)

-0.06

0.06

-0.01

-0.09

-0.23

※

-0.50 0.00 0.50 1.00 1.50 2.00

Chennai Total

(n=1524)

Instant soup

(n=451)

Chips

(n=415)

Frozen

(n=226)

Instant noodle

(n=432)

Seasoning

(n=0)

0.25

0.38

0.28

0.15

0.12

※

-0.50 0.00 0.50 1.00 1.50 2.00

Mumbai Total

(n=1189)

Chips

(n=337)

Instant noodle

(n=349)

Frozen

(n=159)

Instant soup

(n=344)

Seasoning

(n=0)

1.46

1.61

1.50

1.43

1.13

※

-0.50 0.00 0.50 1.00 1.50 2.00

Delhi Total

(n=1592)

Instant noodle

(n=470)

Chips

(n=431)

Instant soup

(n=466)

Frozen

(n=225)

Seasoning

(n=0)

Purchase intention; Ranking by Category for each city

24

※Non-question on Category「Seasoning」

Delhi

Mumbai

Chennai

Bangalore

The purchase intention ranking by category for each city is shown below.

The category that scored the highest number of points for purchase intention differed by city. In Delhi and Bangalore,

instant noodles topped chips, while in Mumbai, chips was ranked at the top. In Chennai, instant soup was ranked at the

top, but its score was fairly low at 0.06 points.








Sales performance by category – comparing purchase intention

25

Purchase intention

3200

2540

2318

441

164

0 1000 2000 3000

Instant soup

Chips

Instant noodle

Seasoning

Frozen

0.52

0.65

0.64

0.28

0.00 0.50 1.00 1.50 2.00


Chips(n=1621)


Seasoning(n=0)

Frozen(n=836)

Sales quantity (number of SKUs sold)

■ In a comparison between the sales quantity and the purchase intention points obtained by each product, 'Instant Soup' (miso soup) sold more than its position in the purchase intention ranking.

■ While 'Chips' and 'Instant noodle' belong to a product category that is already widely available on the Indian market, 'Instant soup' (miso soup) is available in a limited range of stores in India (only stores that stock Japanese food), which probably had a significant effect on the sales quantity.







※Non-question on Category 'Seasoning'

※


1,898

723

605

543

66

27

0 1000 2000 3000

Total

Instant Soup

Chips

Instant Noodle

Seasoning

Frozen

2,319

964

699

592

148

64

0 1000 2000 3000

Total

Instant Soup

Chips

Instant Noodle

Seasoning

Frozen

2,542

958

909

614

133

61

0 1000 2000 3000

Total

Instant Soup

Chips

Instant Noodle

Seasoning

Frozen

1,463

569

555

327

94

12

0 1000 2000 3000

Total

Instant Noodle

Instant Soup

Chips

Seasoning

Frozen

Sales performance by category ; per city

26

■ The following graphs show the sales quantity in each of the cities. The top seller, 'Instant soup', sold more in Chennai and Mumbai than in the other cities. In Chennai, in particular, its sales quantity was significantly higher than those of the other products. This is probably due to the fact that there are not many stores that stock Japanese food in Chennai.

Delhi

Mumbai

Chennai

Bangalore

Evaluation of Non-food Products


Non-FOOD: Summary

Evaluation items– All the products obtained high scores, especially in Mumbai.

– In particular, the three items 'Package design', 'Product design/colour', and 'Quality' were rated highly, which was

common to all the products.

– Japanese products are associated with an image of high class, advanced technology, high quality, and high

durability/longevity, and these images are considered to have had a significant influence on the high scores given

to the products. In addition, the respondents had the opportunity to observe the quality and excellence of the

products by touching their packages, viewing their appearance, and experiencing their convenience by actually

using them.

– In terms of package and product design, high-class designs were especially highly regarded. Many people

associate high-class design with high product quality, and thus tend to have a higher purchase intention. It was

observed that the perceived affordable prices for such products were somewhat higher.

Purchase intention – Compared to the food products, the purchase intention for the non-food products was generally high.

Toothbrushes scored the highest for purchase intention, but personal care products and pens (gel pens) also

received high marks.

– The purchase intention differed by city, and was generally high in Delhi and Mumbai, but low in Chennai and

Bangalore. This tendency was the same as that observed for taste evaluation, and among the four cities, the

hurdle to be cleared for purchase is considered to be lower in Delhi and Mumbai, which are more open to new

things.

– The products that ranked highly in terms of purchase intention also differed by city. In Delhi and Mumbai, where

people generally have a high purchase intention, fashion items such as hair styling products (hair gel) and lip

balm (chapstick) ranked high, while in Chennai and Bangalore, toothbrushes and pens (gel pens) ranked highly.

Items that depended strongly on preference ranked highly in major cities.

28


2.89

2.80

2.53

2.60

2.68

2.56

2.61

2.60

0.00 1.00 2.00 3.00 4.00

Package design

Product design / colour

Volume / Size

Easy to use / write well /

easy to install

Quality

Function / performance

Product Colour / Colour variation

Flavour / Flavour variation

Evaluation; Hair Styler

29

(n=1816)

* As the non-food products were quite diverse, the ranking by item that was carried out for foods was not performed, but a

comparison by item was made for each product.

– The survey was carried out on the basis of a five-stage evaluation, where scores of +4 points ('Excellent') to 0 points ('Poor')

were given to the results in descending order, and the average score was calculated. The same applies up to page 36.


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

In terms of 'Hair Styler', 'Package design' scored the highest with 2.89 points, followed by 'Product design/colour' and

'Quality'.

The results of the group interview also revealed that generally high scores were given to the package, including size and

colour, and the fact that the products were made in Japan also contributed to the high scores.


2.67

2.60

2.59

2.63

2.42

2.46

2.39

2.42

0.00 1.00 2.00 3.00 4.00

2.89

2.68

2.39

2.40

2.40

2.24

2.28

2.16

0.00 1.00 2.00 3.00 4.00

3.14

3.13

2.93

3.00

3.21

2.98

3.02

3.14

0.00 1.00 2.00 3.00 4.00

2.86

2.77

2.36

2.62

2.64

2.63

2.56

2.52

0.00 1.00 2.00 3.00 4.00

Package design

Product design

/ colour

Volume / Size

Easy to use /

write well /

easy to install

Quality

Function /

performance

Product Colour /

Colour variation

Flavour /

Flavour variation

Evaluation: Hair Styler by city

30

Delhi(n=436) Mumbai(n=461) Chennai(n=501) Bangalore(n=418)

The evaluation of 'Hair Styler' by city is shown below.

Generally, the scores in Mumbai were high, with 'Package design', 'Product design/colour', 'Quality' and 'Flavour/flavour

variation' in particular surpassing 3.1 points. The scores for' Product colour/colour variation' and 'Flavour/flavour variation'

were high in Mumbai and Bangalore, but not as high in Chennai.


2.93

2.81

2.51

2.69

2.73

2.61

2.65

2.66

0.00 1.00 2.00 3.00 4.00

Package design


Volume / Size


easy to install

Quality



Flavour / Flavour variation

Evaluation: Lip balm

31

(n=1716)


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

In terms of 'Lip balm', 'Package design' scored the highest with 2.93 points, followed by 'Product design/colour' and

'Quality'. 'Volume/size' received the lowest score, but it was still above the 2.00 point level that denotes 'Good'.

Highly regarded in the group interview were colour, cuteness, and a sense of high class of the products and packages.

Bright, pop colour tones generally gained high marks.


2.76

2.61

2.37

2.60

2.56

2.45

2.58

2.62

0.00 1.00 2.00 3.00 4.00

2.90

2.60

2.30

2.32

2.37

2.21

2.22

2.11

0.00 1.00 2.00 3.00 4.00

3.11

3.24

2.97

3.03

3.27

3.03

3.08

3.19

0.00 1.00 2.00 3.00 4.00

2.92

2.76

2.38

2.78

2.71

2.70

2.67

2.65

0.00 1.00 2.00 3.00 4.00

Package design

Product design

/ colour

Volume / Size

Easy to use /

write well /

easy to install

Quality

Function /

performance

Product Colour

/

Colour variation

Flavour /

Flavour

variation

Evaluation: Lip balm by city

32


The evaluation of 'Lip balm' by city is shown below.

Generally, scores in Mumbai were high, with 'Product design/colour', 'Quality', and 'Flavour/flavour variation' particularly

high at around 3.2 points. On the other hand, scores in Chennai were generally low among the four cities, with

'Function/performance', 'Product colour/colour variation', and 'Flavour/flavour variation' obtaining scores of around 2.1 to

2.2 points.


2.82

2.65

2.52

2.58

2.62

2.45

2.49

0.00 1.00 2.00 3.00 4.00

Package design


Volume / Size


easy to install

Quality



Evaluation: Tooth brush

33

(n=1798)


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

In terms of 'Tooth brush', 'Package design' scored the highest with 2.82 points, followed by 'Product design/colour' and

'Quality' at almost equal levels. On the other hand, the scores for 'Function/performance' and 'Volume/size' were lower than

those for the other items.

In the group interview, design was also highly regarded, and this is attributed to the materials and forms of the products

that provide a sense of high class.


2.64

2.54

2.46

2.41

2.54

2.51

2.40

0.00 1.00 2.00 3.00 4.00

2.77

2.50

2.29

2.32

2.26

2.10

2.02

0.00 1.00 2.00 3.00 4.00

3.04

3.01

2.78

2.90

3.10

2.76

2.91

0.00 1.00 2.00 3.00 4.00

2.82

2.50

2.57

2.51

2.48

2.46

2.48

0.00 1.00 2.00 3.00 4.00

Package design

Product design

/ colour

Volume / Size

Easy to use /

write well /

easy to install

Quality

Function /

performance

Product Colour /

Colour variation

Evaluation: Tooth brush by city

34


The evaluation of 'Tooth brush' by city is shown below.

Generally, scores in Mumbai were high, with 'Product design/colour' and 'Quality' in particular obtaining high numbers of

points. In Delhi, the score for 'Product design/colour', which gained a comparatively high number of points in other cities,

was not as high compared to the other items.


2.81

2.79

2.70

2.64

2.69

2.66

2.59

0.00 1.00 2.00 3.00 4.00

Package design


Colour / tone of ink


easy to install

Quality



Evaluation: Pen

35

(n=1898)


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

In terms of 'Pen', 'Package design' and 'Product design/colour' obtained particularly high scores. 'Function/performance'

ranked sixth among the seven items, but the original data suggested that opinions on this item were somewhat divided into

'Excellent' at 19.9% and 'Fair'/'Poor' at nearly 10%, which is considered to have been somewhat affected by the fact that

various products exist within a wide price range.

The group interview revealed that the respondents expected high quality from products made in Japan; therefore, it seems

to be important to provide high quality products even if the prices are rather high.


2.60

2.62

2.53

2.50

2.59

2.52

2.60

0.00 1.00 2.00 3.00 4.00

2.80

2.68

2.53

2.47

2.54

2.37

2.33

0.00 1.00 2.00 3.00 4.00

3.08

3.13

3.02

2.95

3.03

3.17

2.95

0.00 1.00 2.00 3.00 4.00

2.67

2.64

2.55

2.56

2.53

2.49

2.49

0.00 1.00 2.00 3.00 4.00

Package design

Product design

/ colour

Colour / tone of ink

Easy to use /

write well /

easy to install

Quality

Function /

performance

Product Colour /

Colour variation

Evaluation: Pen by city

36


The evaluation of 'Pen' by city is shown below.

In Mumbai, 'Function/performance' obtained a high score with 3.17 points, while in the other cities, it scored around 2.3 to

2.5 points, showing a particularly large disparity among the evaluation results by city.


2.84

2.70

2.50

2.72

2.73

2.64

2.49

0.00 1.00 2.00 3.00 4.00

Package design


Volume / Size


easy to install

Quality



Evaluation: Curtain rail (Tension pole)

37

(n=477)


totaled as follows.



'Good' = 2 Point

'Fair' = 1 Point

'Poor' = 0 Point

In terms of 'Curtain rail (Tension pole)', 'Package design' scored the highest. The score for 'Easy to use/write well/easy to

install' was also high. In the group interview, 'Curtain rail (Tension pole)' was also highly regarded as an epoch-making

product that was easy to install and had never before been seen in India.

On the other hand, the scores for 'Volume/size' and 'Product colour/colour variation' were not as high, and in the actual

responses, 'Excellent' was only slightly above 10%.


2.53

2.55

2.39

2.63

2.70

2.63

2.56

0.00 1.00 2.00 3.00 4.00

2.94

2.76

2.26

2.70

2.66

2.57

2.31

0.00 1.00 2.00 3.00 4.00

2.82

2.55

2.55

2.74

2.76

2.64

2.62

0.00 1.00 2.00 3.00 4.00

3.07

2.95

2.70

2.81

2.82

2.75

2.71

0.00 1.00 2.00 3.00 4.00

Package design

Product design

/ colour

Volume / Size

Easy to use /

write well /

easy to install

Quality

Function /

performance

Product Colour /

Colour variation

Evaluation: Curtain rail (Tension pole) by city

38


The evaluation of 'Curtain rail (Tension pole)' by city is shown below.

Generally, the scores in Delhi and Mumbai were high, while the scores in Chennai and Bangalore were comparatively low.

In particular, 'Volume/size' obtained a low score in Chennai, with 2.26 points.

As shown in the original responses in Mumbai, where the percentage of 'Excellent' was generally high, but 'Fair'/'Poor' also

accounted for around 10%, the evaluation results were divided compared to the other cities.


1.01

1.07

1.04

1.03

0.96

0.80

0.00 0.50 1.00 1.50 2.00

Total(n=7705)

Tooth brush(n=1798)

Pen(n=1898)

Lip balm(n=1716)

Hair Styler(n=1816)

Curtain rail(n=477)

Purchase intention; Ranking by Category

39

The purchase intention ranking by category of non-food products is shown below.

The overall score for the non-food products was 1.01 points, which is 0.45 points higher than the overall score for the food

products at 0.56 points.

Among the non-food product categories, 'Tooth brush' scored the highest with 1.07 points, followed by 'Pen' and 'Lip balm'

at almost equal levels, with 1.04 points and 1.03 points respectively.








0.69

0.79

0.79

0.72

0.63

0.46

0.00 0.50 1.00 1.50 2.00

Bangalore Total(n=1833)Tooth brush

(n=467)Lip balm(n=425)

Pen(n=408)

Curtain rail(n=115)

Hair Styler(n=418)

0.66

0.83

0.78

0.69

0.62

0.36

0.00 0.50 1.00 1.50 2.00


Tooth brush(n=372)

Pen(n=511)

Curtain rail(n=145)

Hair Styler(n=501)Lip balm(n=399)

1.31

1.45

1.37

1.33

1.26

0.68

0.00 0.50 1.00 1.50 2.00

Mumbai Total(n=2055)Hair Styler

(n=461)Lip balm(n=441)

Pen(n=562)

Tooth brush(n=478)

Curtain rail(n=113)

1.35

1.51

1.33

1.31

1.29

1.26

0.00 0.50 1.00 1.50 2.00

Delhi Total(n=1889)

Lip balm(n=451)

Hair Styler(n=436)

Tooth brush(n=481)

Pen(n=417)

Curtain rail(n=104)

Purchase intention; Ranking by Category for each city

40

The purchase intention ranking by category of the non-food products for each city was shown below.

The category that scored the highest purchase intention differed by city. In Delhi, 'Lip balm', remarkably, topped the other

product categories, while 'Tooth brush' ranked top in Chennai, and 'Lip balm', which was ranked top in Delhi, was placed at

the bottom. In Mumbai, 'Curtain rail (Tension pole)' scored conspicuously lower than the other categories. In Bangalore, the

score for 'Hair Styler' was significantly lower than those for the other categories.

Delhi

Mumbai

Chennai

Bangalore







Copyright © 2011 JETRO. All right reserved. 41

■ In a comparison between the sales quantity and the purchase intention points obtained by each product, 'Hair Styler' sold more than its position in the purchase intention ranking. On the other hand, 'Tooth brush' sold less than its purchase intention points. This is probably the result of the fact that only 960 units of 'Tooth brush' were shipped in total.

771

721

586

528

12

0 200 400 600 800 1000

Pen

Hair Styler

Lip balm

Tooth brush

Curtain rail

1.04

0.96

1.03

1.07

0.80

0.00 0.50 1.00 1.50 2.00

Pen(n=1898)

Hair Styler(n=1816)

Lip balm(n=1716)

Tooth brush(n=1798)

Curtain rail(n=477)

Sales performance by category – comparing purchase intention

Purchase intentionSales quantity (number of SKUs sold)








Sales performance by category ; per city

42

■ The following graphs show the sales quantity in each of the cities. 'Lip balm' sold the most in Delhi, where the product was particularly highly rated. However, demand was probably high in that city because it was winter in Delhi when Japan Mela was held.

Delhi

Mumbai

Chennai

Bangalore

736

350

206

91

88

1

0 200 400 600 800 1000

Total

Lip balm

Hair styler

Tooth brush

Pen

Curtain rail

679

306

166

128

76

3

0 200 400 600 800 1000

Total

Pen

Hair styler

Tooth brush

Lip balm

Curtain rail

716

226

202

179

101

8

0 200 400 600 800 1000

Total

Hair styler

Pen

Tooth brush

Lip balm

Curtain rail

487

175

130

123

59

-

0 200 400 600 800 1000

Total

Pen

Tooth brush

Hair styler

Lip balm

Curtain rail

jetro fmcg monitoring test report - executive …...target cities: delhi, mumbai, chennai and...

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