The Consumption Behavior and Consumer Perception toward Dried Chinese Noodle in Beijing

Abstract

Dried Chinese Noodle is widely popular as a traditional staple food and about 7.5 million tons of wheat in China is used for dried noodles each year. In order to study the behavior, perception and demand of consumers for Dried Chinese Noodle in Beijing, a consumer survey of dried noodles was carried out in Beijing in 2010, in an attempt to provide information for improving the quality of products, developing new products and positioning various products for noodle manufacturers. The questionnaire method was used to investigate 1200 consumers living in ten districts under the jurisdiction of Beijing. The results showed that the most popular varieties of Dried Chinese Noodle in order of preference were egg noodles, fine noodles, mixed grain noodles, vegetable noodles and lamian. The labels of “Fengdaâ€, “Biomateâ€, “Xiangxueâ€, “Kemen†and “Jinshahe†were the most popular brands in Beijing markets. Most of the consumers preferred the packaging style of 500g cylindrical paper wrapped noodles. About 64.4% of consumers consumed dried noodles because of the convenience. The nutrition, taste and price of dried noodles were the main factors influencing purchasing decisions of consumers. According to respondents, the main deficiencies or problems of the Dried Chinese Noodle products are as follows: low nutritional value, abuse of food additives, easy to stick together, easy to muddy soup and bad taste.