Consumer Behaviour Bear Liquor Market Project Report

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com
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
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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 UBs
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%
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
POPs
Window Display
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.
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
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 consumers 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.
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
ANNEXURE-1
QUESTIONNAIRE
1
Do you drink beer

Yes
More than once a week
Once in a week
Occasionally
Where do you perfer to drink beer.

Parties
4
5
How often do you drink

Once in 15 days
No
At Home
Outside with Friends.
Which is your favourite brand

If this brand is not available then your second choice in brand of beer
.
___________________________________
Name any five brand of beer

1) ________________________
2) ________________________
3) ________________________ 4) ________________________
5) ________________________
7
You like beer

Mild`
Super Strong
Extra Strong
Both
You like beer in

Can
Bottle
Warm
You like beer

Chilled
10
11
12
You like the brand because of

Price
Taste
Quality
Availability
Your brand is superior to other brand because of

Price
Taste
Quality
Availability
Would you like to switchover the brand

Yes
13
No
If Yes then why / If No then why

Price
Taste
Quality
Availability
Factors affecting buying behaviour of beer

(Give rank from 1 to 8 )
14
15
Price
Taste
Quality
Strongness
Packaging
Advertisement
Availability
Brand Name
How often do you drink

Once in 15 days
Once in a week
More than once a week
Occasionally
You drink beer for

Booze
16
Enjoyment
What improvement do you want in your Brand

Price
Availability
Taste
Awareness
Quality
DEMOGRAPHIC PROFILE OF RESPONDENT

Name __________________________Age ________Sex ________
Qualification HSC
Profession
Income
Professional
Service
Student
Upto Rs 5000
Graduation
PG
Business
Professional
Rs5000-7500
Rs7500-10000
THANK YOU
This is synopsis of Consumer Behaviour towards Bear Market

Project Report. If you need full project mail us to :
qweryallprojectreports@gmail.com or Call me +91-8398957646

Consumer Behaviour Bear Liquor Market Project Report

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www.allprojectreports.

The per capita consumption stands at a low 0.5

Beer manufacturing requires a license from the centre, which is

Only a few were cleared and fewer still have actually

come on ground, on account of the low and uneconomical capacity of

Companies such as Associated Breweries have built

OBJECTIVES OF THE STUDY

To study consumers brand preference of beer in Delhi &

To study consumption pattern of beer.

In this exploratory research has been

conducted in finding the extent of acceptance of newly launched Genius

Data Collection sources

DATA COLLECTION METHOD

The survey was conducted through personal

sinterviews to record the consumers perception, attitude towards

Because this method gives the

researcher enough flexibility to ask any other question which is

DATA COLLECTION INSTRUMENT

ASSUMPTIONS OF THE PROJECT

Do you drink beer

More than once a week

Where do you perfer to drink beer.

How often do you drink

Outside with Friends.

Which is your favourite brand

Name any five brand of beer

You like beer

You like beer in

You like beer

You like the brand because of

Your brand is superior to other brand because of

Would you like to switchover the brand

If Yes then why / If No then why

Factors affecting buying behaviour of beer

How often do you drink

More than once a week

You drink beer for

What improvement do you want in your Brand

DEMOGRAPHIC PROFILE OF RESPONDENT

This is synopsis of Consumer Behaviour towards Bear Market

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