台灣速食麵產業，歷經最初之萌芽時期、成長時期，到現在的成熟時期，產業已經進入到相當飽和穩定的狀態，儘管市面上有相當多不同品牌所推出之不同口味的商品，多年來台灣速食麵之四大天王—統一肉燥麵、統一蔥燒牛肉麵、維力炸醬麵以及味味A排骨雞麵人氣始終不墜，均保有穩定且可觀之銷售量。但此也顯示出絕大多數廠商所推出之新產品往往難以達到廠商原先所預期之成果，甚至黯然退出市場。到底什麼樣的速食麵產品，才是消費者要的呢？找出消費者所要的速食麵產品組合，並且提供廠商於未來設計新產品時之參考，此即為本研究主要的研究目的。
本研究使用聯合分析法，以台北市、新北市以及台南市年輕族群為研究對象，分為兩階段進行訪問。第一階段之目的在於找出受訪者所重視之產品屬性，研究結果發現，受訪者最重視：「口味」、「品牌」、「價格」與「麵體種類」四個屬性。而第二階段即以上述四種產品屬性進行聯合分析，試圖找出速食麵產品屬性之相對重要性以及在不同屬性水準下民眾之成份效用值。
研究結果發現，民眾最為重視之速食麵產品屬性依序為「口味」、「價格」、「品牌」、「麵體種類」；而最受歡迎之產品組合為「牛肉口味」、「價格為25元」、「統一推出」之「油炸麵體」之速食麵。

Taiwan’s instant noodle industry has been going through three different stages: the Start-up, the growth and the mature period. Nowadays, the industry is in a much stable situation. Although there are so many different new products launched by the firms, there are few products that can meet the expectation of the firms when they launched it. Some of them even ended up in a failure. Therefore, it is very important to find out what instant noodle that consumers really want is, which product attributes consumers value the most are, and what the set of product attributes consumer prefer is. Hence, it is the primary purpose of this research.
This research uses the traditional model of conjoint analysis, with the people who live in Taipei City, New Taipei City and Tainan City as research object. Meanwhile, this research can be divided into two stages: the first one is the protest. The purpose of the protest is to find out what product attributes that consumers consider it as important factor when they want to buy an instant noodle are. And the result of the protest is that “Taste”, “Price”, “Brand” and “the Way Noodles Being Cooked” are the top 4 important product attributes. At the second stage, we conduct the conjoint analysis within “Taste”, “Price”, “Brand” and “the Way Noodles Being Cooked” as research objects, and try to understand each attribute’s relative importance. Moreover, we can understand the utility under every different level of product attributes.As a result, it reveals that Taste is the most important attribute. Second one is Price. Third one is Brand, and the last is the Way Noodles Being cooked. Besides, the most popular set of product attribute is: beef taste, priced 25, launched by Unipresident and fry instant noodles.

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