This document outlines an study on consumer behaviour and brand preferences related to alcohol consumption in New Delhi. The objectives are to identify the most commonly preferred categories and sources of alcohol purchase, as well as consumption patterns. Graphs show consumption ratios by gender and age group. The study examines how often people drink, where they prefer to drink, most preferred products and brands. Jack Daniels whiskey is identified as the most popular brand due to perceptions of quality, taste and availability. Limitations include a small sample size limited to New Delhi.

1. Consumer Behaviour and
Brand Management
Product: Alcohol
Astha Laghate
383
Mayank Garg
466
Sandeepan Sinha

2. Objectives
of the Study
● To identify the most commonly preferred
category alcohol
● To identify the most commonly preferred
source of purchase
● To identify the frequency of purchase of the
selected brand of alcohol
● To study factors affecting the buying behaviour
of consumers
● To study consumption pattern of alcohol with
special reference to New Delhi.

3. Graphs
showing Ration
of
Consumption
of Alcohol
W.r.t. Gender

4. Graphs
showing
Age Group

5. Background
of consumer

6. How often
people
drink?

7. Where
people
prefer to
drink?

8. Most
Prefered
Product

9. Most
Consumed
Brand in
Whiskey

10. Reason for
choosing
Jack Daniel

11. Limitation of
Study
● Sample size of the survey is 60 questionnaires
● Survey is limited to the people of New Delhi
only
● A very limited survey would be done as time is
very confined
● Every individual does not answer to the survey
questionnaire sincerely
● Based on the limited survey done by the team
the statistics would be made
● Consumer preference on a particular brand is a
very vast area of study cannot be depicted in
confined manner

12. Conclusion Whiskey: most preferred product
Jack Daniel: most preferred whiskey
Quality, Taste and Availability: parameter of
selection
Jack Daniels is the brand of Whiskey which has
gained popularity among all the age groups
belonging to different professional background
and have shown brand loyalty towards it.

13. ThankYou