SYNOPSIS FOR

RESEARCH PROJECT REPORT

On

“BEER SALES IN LUCKNOW IN 5 STAR HOTEL”

Submitted by Under Guidance of

VINDHYA PRATAP …………………..

IVth Semester

Roll No- ……………..

2018-2019

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TOPIC
Beer sales in Lucknow in 5 star hotel

INTRODUCTION

Beer

Beer is one of the oldest and most widely consumed alcoholic in the world, and the third most

popular drink overall after water and tea. Beer is brewed from cereal grains – most commonly

from malted barley, though wheat, maize (corn), and rice are also used. During the brewing

process, fermentation of the starch sugars in the worth produces ethanol and carbonation in the

resulting beer. Most modern beer is brewed with hops, which add bitterness and other flavours

and act as a natural preservative and stabilizing agent. Other flavouring agents such as gruit,

herbs, or fruits may be included or used instead of hops. In commercial brewing, the

natural carbonation effect is often removed during processing and replaced with forced

carbonation.

Some of humanity's earliest known writings refer to the production and distribution of beer:

the Code of Hammurabi included laws regulating beer and beer parlours, and "The Hymn

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to Ninkasi", a prayer to the Mesopotamian goddess of beer, served as both a prayer and as a

method of remembering the recipe for beer in a culture with few literate people.

Beer is distributed in bottles and cans and is also commonly available on draught, particularly

in pubs and bars. The brewing industry is a global business, consisting of several

dominant multinational companies and many thousands of smaller producers ranging

from brewpubs to regional breweries. The strength of modern beer is usually around 4% to

6% alcohol by volume (ABV), although it may vary between 0.5% and 20%, with some

breweries creating examples of 40% ABV and above.

Beer forms part of the culture of many nations and is associated with social traditions such

as beer festivals, as well as a rich pub culture involving activities like pub crawling and pub

games.

HISTORY

HISTORY OF BEER

Egyptian wooden model of beer making in ancient Egypt, Rosicrucian Egyptian Museum, San

Jose, California

Beer is one of the world's oldest prepared drinks. The earliest archaeological evidence of

fermentation consists of 13,000 year old residues of a beer with the consistency of gruel, used

by the semi-nomadic Natufians for ritual feasting, at the Raqefet Cave in the Carmel

Mountains near Haifa in Israel. There is evidence that beer was produced at Göbekli Tepe

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during the Pre-Pottery Neolithic (around 8500 BC to 5500 BC). The earliest clear chemical

evidence of beer produced from barley dates to about 3500–3100 BC, from the site of Godin

Tepe in the Zagros Mountains of western Iran. It is possible, but not proven; that it dates back

even further — to about 10,000 BC, when cereal was first farmed. Beer is recorded in the

written history of ancient Iraq and ancient Egypt, and archaeologists speculate that beer was

instrumental in the formation of civilizations. Approximately 5000 years ago, workers in the

city of Uruk (modern day Iraq) were paid by their employers in beer. During the building of

the Great Pyramids in Giza, Egypt, each worker got a daily ration of four to five litres of beer,

which served as both nutrition and refreshment that was crucial to the pyramids' construction.

Some of the earliest Sumerian writings contain references to beer; examples include a prayer

to the goddess Ninkasi, known as "The Hymn to Ninkasi", which served as both a prayer as

well as a method of remembering the recipe for beer in a culture with few literate people, and

the ancient advice (Fill your belly. Day and night make merry) to Gilgamesh, recorded in

the Epic of Gilgamesh, by the ale-wife Siduri may, at least in part, have referred to the

consumption of beer. The Ebla tablets, discovered in 1974 in Ebla, Syria, show that beer was

produced in the city in 2500 BC. A fermented drink using rice and fruit was made in China

around 7000 BC. Unlike sake, mold was not used to saccharify the rice (amylolytic

fermentation); the rice was probably prepared for fermentation by chewing or malting.

Almost any substance containing sugar can naturally undergo alcoholic fermentation. It is

likely that many cultures, on observing that a sweet liquid could be obtained from a source of

starch, independently invented beer. Bread and beer increased prosperity to a level that

allowed time for development of other technologies and contributed to the building of

civilizations.

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Xenophon noted that during his travels, beer was being produced in Armenia.

François Jaques: Peasants Enjoying Beer at Pub in Fribourg (Switzerland, 1923)

Beer was spread through Europe by Germanic and Celtic tribes as far back as 3000 BC, and it

was mainly brewed on a domestic scale. The product that the early Europeans drank might not

be recognised as beer by most people today. Alongside the basic starch source, the early

European beers might contain fruits, honey, numerous types of plants, spices and other

substances such as narcotic herbs. What they did not contain was hops, as that was a later

addition, first mentioned in Europe around 822 by a Carolingian Abbot and again in 1067

by abbess Hildegard of Bingen.

In 1516, William IV, Duke of Bavaria, adopted the Reinheitsgebot (purity law), perhaps the

oldest food-quality regulation still in use in the 21st century, according to which the only

allowed ingredients of beer are water, hops and barley-malt. Beer produced before

the Industrial Revolution continued to be made and sold on a domestic scale, although by the

7th century AD, beer was also being produced and sold by European monasteries. During the

Industrial Revolution, the production of beer moved from artisanal manufacture to industrial

manufacture, and domestic manufacture ceased to be significant by the end of the 19th

century. The development of hydrometers and thermometers changed brewing by allowing the

brewer more control of the process and greater knowledge of the results.

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As of 2007, the brewing industry is a global business, consisting of several dominant

multinational companies and many thousands of smaller producers ranging

from brewpubs to regional breweries.[39] As of 2006, more than 133 billion litres (35 billion

gallons), the equivalent of a cube 510 metres on a side, of beer are sold per year, producing

total global revenues of $294.5 billion (£147.7 billion). In 2010, China's beer consumption hit

450 million hectoliters (45 billion litres), or nearly twice that of the United States, but only 5

per cent sold were premium draught beers, compared with 50 per cent in France and Germany.

A recent and widely publicized study suggests that sudden decreases in barley production due

to extreme drought and heat could in the future cause substantial volatility in the availability

and price of beer.

BEER SALES IN LUCKNOW 5 STAR HOTEL

In India, traditional beer has been prepared from rice or millet for thousands of years. In the

18th century, the British introduced European beer to India. Beer is not as popular as stronger

alcoholic beverages like whiskey. The most popular beers in India are strong beers.

TRADITIONAL BEER

Traditional beer vats in Meghalaya

Beer was well known in India before the arrival of Europeans. The Vedas mention a beer-like

drink called sura. It was the favourite of the god Indra. Sura is also mentioned in

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the Ramayana. Megasthenes has recorded usage of rice beer in India. Kautilya has also

mentioned two intoxicating beverages made from rice called Medaka and Prasanna.

Rice beer or handia has been traditionally prepared by indigenous tribes of India, in

which Ruellia suffruticosais sometimes added for flavor. Rice beer also has ceremonial use

among the Asur people. Millet beer is also prepared by some tribes. According to biologist J.

B. S. Haldane, local beer helped in keeping diseases like beri berichecked in these tribes.

Recently, government and social workers have been trying to curb alcohol usage among these

tribes. Elephant herds have been known to attack villages to drink this rice beer for which they

have acquired a taste.

EUROPEAN BEER

European-style beer was introduced in India by the British. By 1716, pale ale and Burton ale

were being imported to India from England. To protect the beer from spoiling during the long

journey, it had to have high alcohol content and hops were added to it. This led to the

invention of India pale ale in about 1787 by Bow Brewery.

In 1830, Edward Abraham Dyer, father of Colonel Reginald Edward Harry

Dyer of Jallianwala Bagh massacre, travelled to India and set up India's first brewery

in Kasauli. It produced the beer brand Lion, which is still available. In 1835, the Kasauli

brewery was shifted to Solan near Shimla. In 1885, it was incorporated as Dyer Breweries.

Later, more breweries were built across India, Burma and Sri Lanka, and added to it. Later, H.

G. Meakin bought the Solan brewery and added some more. It came to be known as Dyer-

Meakin & Company. By the year 1882, there were 12 breweries in India in all, including one

in Rangoon.

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In the year 1892, 4,831,127 gallons of beer were produced in India. Out of this 2,748,365

gallons were purchased by commissariat and rest was left for consumption by the civilian

population. But, British soldiers reportedly didn't like local beer and preferred imported beer

which they were able to acquire cheaply. In 1967 the price was only 6.5 rupees.

In 1937, Burma was separated from India and the company lost its Burmese assets.[11] The

company was restructured and renamed as Dyer Meakin Breweries. It was listed on the

London Stock Exchange. In 1949, N. N Mohan acquired all the assets of Dyer Meak in

Breweries and added a few more units. In 1967, the company was renamed to Mohan Meak in

Breweries.

OBJECTIVE OF THE STUDY

An objective is the most important part of a research .The objective is the bull’s eye, which a

researcher has to hit. The objective determines the path on which a researcher has to walk on,

and help him/her by not deveining from the path.

 To analyse brand loyalty of customers towards the company’s Product range.

 Analyse consumer satisfaction provided by 5 star hotels.

 To get aware with the procedure of marketing department of 5 star hotel.

 To know organizational structure and specifically marketing department.

 To analyze the awareness of customer of 5 star hotel

SCOPE OF STUDY

The scope formulation is the first step to a successful Research process. Project undertaken the

problem of analyzing the Customer satisfaction a with reference of 5 star hotel.

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IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business environment. New

thoughts and ideas should pour into its, Research & Development to innovate its existing

Product which should be beyond competitors comprehension.

This study enables the user with answer to formulate an effective marketing mix strategy with

a broader prospective to tap areas where it did not feel the need earlier, hence the decision of

whether to penetrate this section or not can be found out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the fluctuation in prices

from time to time & from beer to beer.

Special reference is made to the improvement of ability of beer in terms of packaging& beer

innovations & advertisement always means to cut down competitors.

RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts

used during primary research in order to arrive at findings; which are also dealt with and lead

to a logical deduction towards the analysis and results

RESEARCH DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have to find about the

problem and then work on solving the problem. Whereas in case of descriptive research, we

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know the problem, we just have to find the solution to the problem. Generally exploratory

research design is applied after exploratory research design.

Here after doing the secondary research, we found the general perception about the retail

baking but then in second phase we tried to figure out where the difference lies and on what

basis the hospital differ from each other.

RESEARCH TOOL

Research tool

The purpose is to first conduct a intensive secondary research to understand the full impact

and implication of the industry, to review and critique the industry norms and reports, on

which certain issues shall be selected, which remain unanswered , this shall be further taken

up in the next stage of secondary research. This stage shall help to restrict and select only the

important question and issue, which inhabit growth and segmentation in the industry.

DATA COLLECTION

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports studied under

secondary data. Primary Data was taken with questionnaire

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city. The objectives of

the project have been fulfilled by getting response from the customer associated to these

segments through a personal interview in the form of a questionnaire. The responses

available through the questionnaire are used to evaluate the consumer satisfaction of 5 star

hotels and the willingness of the customer to purchase its Product on future.

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The project also covers an analysis of the switch over of customers to competitors Product in

the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research process. Project undertaken

the problem of analyzing the Beer sales in Lucknow in 5 star hotels.

THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which are as

follows:

Primary Objective:

 To analyse consumer behaviour towards the company’s Product range.

Secondary Objective:

 Analyse consumer satisfaction of the 5 star hotels.

 Analyse the consumer behavior of 5 star hotels.

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is carried upon the customers in Lucknow city. The reason for choosing this

design is to get responses from the customers so that their satisfaction level analysis about the

Product of the company and their loyalty could be predicted.

THE DATA SOURCE

The data has been taken from two sources

Primary data source

The primary data source has been collected through questionnaire by personally interviewing

each respondent on a number of queries structured in a questionnaire.

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Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

THE AREA OF WORK

The field work is conducted in the Lucknow city in various Places like Mall,

Showroom and retailers situated in different location all over the city.

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non biased response

are selected thus the sample size is taken out to be 100 units.

PROBLEM AND LIMITATION

Though, best efforts have been made to make the study fair, transparent and error free. But

there might be some inevitable and inherent limitations. Though outright measure are

undertaken to make the report most accurate.

The limitations of the survey are narrated below:

 The project is valid for Lucknow only.

 It was not possible to cover each and every area due to time constrains.

 There may be some biased response from the respondents

 Some respondents did not provide the full data.

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  Unwillingness on the part of the customers to disclose the information as per the

questionnaire.

 The decisiveness on the part of the customers regarding some question hence difficulty

faced in recording and analyzing the data.

FINDINGS

 87% respondent said that they have idea about 5 star hotel but 13% are not

 77% respondent said that they have ever purchase beer of 5 star hotel but 23% are not

 23% respondent said that they decide to purchase the 5 star hotel by TV advertisement,

36 personal recommendation, 11% special offer, 17% radio advertising, 7% from

News paper and 6% word of mouth.

CONCLUSION

The report comes to the following conclusion

 The customers of 5 star hotels are brand loyal with only a small percent want to shift over

to other brands. Trying of other brands by customers is mainly because the customer wants

to try something new.

 The performance of beer in Lucknow in 5 star hotel is fair

 Economy is the basic feature influencing to build brand Image.

 Due to high brand loyalty the customers of 5 star hotels recommend its beer to others.

 The customers are satisfied with the beer range of 5 star hotels.

SUGGESTIONS AND RECOMMENDATION

The recommendations are:

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 The brand loyalty for more 5 star hotel can be increased if the Quality and appearance of

the Beer Product are given due attention because competitor has captured a major share of

hotel industry.

 The switch over of the customers can be prevented if more of new beer are launched more

frequently like competitor which launches new beer with slight variations from the

previous.

 Beer is good but it still needs improvements.

REFERENCE

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma

 Research Methodology : C. R. Kothari

 Websites

 www.google.com

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