Consumer behaviour-bear-liquor-market-project-report


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Consumer behaviour-bear-liquor-market-project-report

  1. 1. Project Report on "Consumer Behaviour towards Bear Market" Session : Remarks of Evaluator Approved/Disapproved Approved/Disapproved (I Evaluation) Supervisor : (II Evaluation) Submitted by : Session : University
  2. 2. BEER INDUSTRY The Indian beer industry is quite large at around 65 mn cases (12 bottles of 650 ml each) and in the last 3 years has grown at 14% annum is the unrestricted markets. litre. The per capita consumption stands at a low 0.5 Beer manufacturing requires a license from the centre, which is ratified by the respective state. Till 1989 licensing was restricted, in 1989, the central government relaxed the policy and accepted 460 applications for new projects. Only a few were cleared and fewer still have actually come on ground, on account of the low and uneconomical capacity of 5,000 kilolitres per annum licensed by the government. However the capacity is released to 15,000 kilolitres per annum for NRI proposals with 100% foreign equity, of which minimum 51% has to be on a non repatriable basis. UB, Mohan Meakins and Shaw Wallace are the only companies with a national presence. Companies such as Associated Breweries have built up strong regional brands while operating only in the beer business UB’s Kingfisher is the market leader followed by Hayward 5000, which has emerged as the second largest selling brand in the market share of the various player are as follows : UB Group -40% Shaw Wallace -14% Mohan Meakin -20% Others -26%
  3. 3. INTRODUCTION TO TOPIC CONSUMER BEHAVIOUR This is the most effective tool in marketing. In liquor industry advertising is not allowed by the Indian Government therefore they are indulged in surrogate advertising Products with similar brand name: - This is very common method used in the liquor industry, here companies introduced a non-alcoholic product with similar brand name and advertise it in full swing. Financially sound players use this. “Kingfisher” brand of mineral water launched by UB group to promote the Kingfisher brand of beer. Similarly Mohan Meakins launched “Golden Eagle” brand of mineral water to promote the same brand of beer. “Genius” mineral water is launched by SOM Distilleries to promote “Genius” whisky. • Television • Print media • Hoarding • Glowsign Board • Wall Painting • POP’s • Window Display
  4. 4. OBJECTIVES OF THE STUDY Main Objective • The main objective of this study is to find out the consumer behaviour towards Bear Market. Sub Objective • To study consumers brand preference of beer in Delhi & nearby areas. • To study consumption pattern of beer. • To study the factors affecting buying behaviour of beer. • To study alternative ways of product promotion.
  5. 5. RESEARCH DESIGN The design of research project is the plan that ties the data collected to questions or hypothesis posed, thereby linking the data to the conclusions to be drawn. Marketing research projects are either exploratory or conclusive in nature depending on the objectives. In this exploratory research has been conducted in finding the extent of acceptance of newly launched Genius Prestige whisky, its strengths and weakness through customers and retailers Data Collection sources Gathering the data from primary as well as secondary sources has completed the data collection process. PRIMARY SOURCES Primary data collection process was carried out by personally interviewing the targeted consumers. SECONDARY SOURCES The collection of secondary data on liquor is a very tedious. However, secondary data are collected through following sources EXTERNAL SOURCES Business Magazines (Business Today, Business India, Business World and A&M) Newspapers (Economics Times, Business Standard, Business Line, Financial Express, The Observer of Business and Politics, The Pioneer). Excise department
  6. 6. DATA COLLECTION METHOD Data collection has been done through a very useful & popular survey method. The survey was conducted through personal sinterviews to record the consumer’s perception, attitude towards beer. To understand each individual response, the personal interview method is better than other methods like telephonic interviews, mailing questionnaire etc. Because this method gives the researcher enough flexibility to ask any other question which is relevant for research. DATA COLLECTION INSTRUMENT The survey method was used for the research; the personal interviews were conducted with the help of a structured questionnaire. SAMPLING PLAN Place: Delhi Target Respondents: Consumers Sampling Procedure: Convenient sampling Sample Size: 150 Consumers ASSUMPTIONS OF THE PROJECT 1. The sample size of 150 is for representative of the population. 2. Respondents have no bias.
  7. 7. BIBLIOGRAPHY Marketing Management By Philip Kotler Marketing Management By Ramaswamy & Namakumari Marketing Research By C. R. Kothari Business Today Business World Business India Clippings from various News Papers like :Business Standard Economic Times The Pioneer Business Line Financial Express
  8. 8. ANNEXURE-1 QUESTIONNAIRE 1 Do you drink beer Yes 2 No More than once a week u Occasionally u u Where do you perfer to drink beer. Parties 4 5 Once in a week How often do you drink Once in 15 days 3 u u u u At Home u Outside with Friends. u Which is your favourite brand If this brand is not available then your second choice in brand of beer . ___________________________________ 6 Name any five brand of beer 1) ________________________ 2) ________________________ 3) ________________________ 4) ________________________ 5) ________________________ 7 You like beer Mild` 8 Super Strong u Extra Strong u Both u You like beer in Can 9 u u Bottle u u Warm u You like beer Chilled
  9. 9. 10 You like the brand because of Price Taste u Quality 11 u u Availability u Your brand is superior to other brand because of Price Taste u Quality 12 u u Availability u Would you like to switchover the brand Yes 13 No u u If “Yes” then why / If “No” then why Price u Taste u Quality u Availability u Factors affecting buying behaviour of beer (Give rank from 1 to 8 ) Price Taste u Quality Strongness u Packaging u Advertisementu Availability 14 u u Brand Name u u How often do you drink Once in 15 days Once in a week u More than once a week 15 u u Occasionally u You drink beer for Booze 16 Enjoyment u u What improvement do you want in your Brand Price u Taste u Quality u
  10. 10. Availability Awareness u u DEMOGRAPHIC PROFILE OF RESPONDENT Name __________________________Age ________Sex ________ Qualification HSC u Professional Income Service u u PG u Business u Professional u u Student Profession Graduation u Upto Rs 5000u Rs5000-7500u Rs7500-10000u THANK YOU This is synopsis of Consumer Behaviour towards Bear Market Project Report. If you need full project mail us to : or Call me +91-9355998386