SUMMARY OF FINDINGS

Finding of the research report are listed below:1. Mohan Meakin Ltd. uses some effective tools of sales promotion such as: Different schemes and Discounts on bulk purchase of cases. Club Package like buy 1 get 1 free. Different offers on festivals and special days. Spot Selling such as free glass set on the purchase of Quartz. Display and demonstration at retail stores. 2. According to the survey I found that the most selling brand was Seagrams Royal Stag. 3. Most of the consumer influenced by the Brand name of the product. 4. Most of the liquor drinkers are in age group of 20-35 and a new age category of 15-20 is emerging. 5. This shows that most of liquor drinkers belong to the graduate i.e. 44%. 6. Most of the liquor drinkers are employed person i.e., service class person uses alcohol mostly. 7. Most of the consumers of alcoholic liquor belong to the income range of Rs. 10000-15000. 8. One of the factors which consumers basically considers while selecting a brand is the quality and availability and price plays lesser role in deciding a brands. 9. Telivision Media is mostly effect the consumer buying behavior. 10. 55% of the customers drink alcoholic liquid just for enjoyment and there is no specific reason for taking drink, 4% taking it to give company to their friends, 19% drink it to forget bad past or to enjoy the happy moments 22%. 11. Most of the people take drink occasionally and daily drinkers are rare in number. 12. Distribution system of Mohan Meakin Ltd. is very strong and product quality is good.