RESEARCH 2017 Autosaved

RESEARCH PROJECT
BACHELOR OF HOSPITALITY MANAGEMENT (HONOURS)
RESEARCH PROJECT
(BGN3401)
A RESEARCH ON ALCOHOLIC CONSUMPTION PREFERENCE
AMONGST GEN X & GEN Y IN KUALA LUMPUR
SAAGAR MANISH GANDHI
BTS0720132468
MAY 2017
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This research project was assembled in the part completion of the requirements for the
Bachelor of Hospitality Management at Berjaya University College of Hospitality.
I SAAGAR MANISH GANDHI announce that this research paper report is my sole work and
non-bias, which has not been submitted or used by any other institution or organisation,
and all the citation and references have been referenced and acknowledge
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Acknowledgement:
I am using this occasion to express my appreciation to everyone who supported me
throughout the completion of this research paper. I am thankful for their aspiring direction
and friendly guidance during the project work. I am, sincerely thankful to them for sharing
their honesty and informative views on a number of issues related to this project. Their
contribution are highly appreciated and acknowledged.
First and foremost, I would like to express my deepest gratitude to my supervisor, Mr

Gobein from the School of Hospitality at Berjaya University College of Hospitality. The door
to his office was always open whenever I was having trouble and had a question about my
research or writing. He consistently allowed this paper to be my own work, but guided in
the right direction whenever he thought I needed it.
Besides that, I would also like to extend my gratefulness to my fellow course mates for their
assistance and contribution during my research.
Last but not least, I would also thank to my family who encouraged and motivated me
mentally and physically for accomplishing my research project.
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Contents
Acknowledgement:................................................................................................................................3
Abstract:................................................................................................................................................6
1.0 Introduction:....................................................................................................................................7
1.1Background of the studies:...........................................................................................................8
1.2 Problem Statement:.....................................................................................................................9
1.3 Research Objective:...................................................................................................................10
1.4 Research Question:....................................................................................................................10
1.5 significance of the study:...........................................................................................................10
2.0 literature review:...........................................................................................................................11
2.1 Price:..........................................................................................................................................11
2.2 Product:.....................................................................................................................................11
2.3 Promotion:.................................................................................................................................11
2.4 Place:.........................................................................................................................................12
2.5 theoretical/ conceptual framework hypothesis:........................................................................12
3.0Research methodology:..................................................................................................................13
3.1 Research design:........................................................................................................................13
3.2 Data collection:..........................................................................................................................13
3.3 Sampling method:......................................................................................................................14
3.3.1 Sampling size:.....................................................................................................................14
3.4 Data analysis method:...............................................................................................................14
3.5 Research Instrument:................................................................................................................15
3.6 Questionnaire Design:...............................................................................................................15
3.7 Data Checking:...........................................................................................................................15
3.8 Data Cleaning:............................................................................................................................16
3.9 Data Analysis:............................................................................................................................16
3.10 Descriptive Analysis:................................................................................................................16
3.11 Reliability Test:........................................................................................................................17
3.12 Multiple Regression Analysis:..................................................................................................17
3.13 Linear Regression Analysis:......................................................................................................17
4.0 Data Analysis:................................................................................................................................18
4.1 Introduction:..............................................................................................................................18
4.2 Descriptive Analysis:..................................................................................................................18
4.1.1 Respondent Demographic Profile:......................................................................................18
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4.1.1.1 Gender:............................................................................................................................19
4.1.1.2 Nationality:......................................................................................................................20
4.1.1.3 Race:................................................................................................................................21
4.1.1.4 Age:..................................................................................................................................22
4.1.1.5 Occupation:......................................................................................................................23
4.1.1.6 Higher Qualification:........................................................................................................24
4.1.1.7 Monthly Income:.............................................................................................................25
4.1.1.8 How often do you drink?.................................................................................................26
4.1.1.9 What type of alcohol do you drink?.................................................................................27
4.1.1.10 Would you spent good amount of money on alcohol....................................................28
4.1.1.13 During the past 12 months, did you drink any alcoholic’s beverage?............................29
4.1.1.14 How often in the past 12 months have you had 5 or more drinks on one occasion?....30
4.2 Scale measurement:..................................................................................................................31
4.2.1 Reliability test:....................................................................................................................31
4.2.2 Multiple Regression Analysis:.............................................................................................32
4.2.3 Coefficient analysis:............................................................................................................33
4.2.4 Frequency Table:................................................................................................................35
5.0 Limitation:......................................................................................................................................45
6.0 Conclusion:....................................................................................................................................46
7.0 Recommendation:.........................................................................................................................47
8.0 References.....................................................................................................................................48
9. Appendix:.........................................................................................................................................51
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Abstract:
The research aimed to study the consumption pattern of on alcoholic consumption
preference amongst GEN X & GEN Y in Kuala Lumpur and as well as marketing and the
relationship factors between gen x and gen y. Utilization of mixed drinks in various parts of
the world is impacted by price, product, place, and promotion. This implies that the
consumer have to pay a higher price for purchase of consumer products. It has been a
source of dissatisfaction among consumers in this manner nations contrast altogether in the
sum and sort of liquor expended and in the fleeting patterns of utilization of mixed
refreshments. Drinking alcoholic beverages is a major activity among the gen y and gen x
customers. As we all know, the gen x and y are paying high price for a high quality services
and also food and beverages therefore it is common for alcohol to be served to them.
Furthermore, study has identified that alcohol consumption among the hotel guests are
among the age group of 25 and above which are generation y. This study has also tried to
identify the importance of certain attributes that may affect the alcoholic consumption
pattern amongst GEN X and GEN Y in Kuala Lumpur, alcohol purchasing habit and alcohol
selection process. This research used regression analysis for the data across valid of 202
respondents of gen and gen y.
Keywords: product, price, promotion, place, Gen X, Gen Y.
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1.0 Introduction:
Alcoholic beverages are one of the largest markets in the world and the interest for spirits
and brew is evaluated to be around 373 million cases. (Source: Annual Report, Government
of India, Ministry of Food Processing Industries). In most part of the country there is growing
concern about rising levels of alcohol consumption, particularly by young people which have
previously been assumed to have ‘sensible’ drinking cultures. Recent popular and policy
debates about drinking cultures have hinted at a shift in generational attitudes towards
alcohol, as well as patterns of consumption. Previous intergenerational studies of work and
care have found that in particular historical periods different normativity’s develop,
reflecting both social and economic conditions. In this paper, we draw on a research project
about alcohol consumption conducted in an urban area of Kuala Lumpur to identify the
different normativity’s in terms of attitudes towards and consumption of alcohol
experienced by three cohort generations in their youth. The conclusion reflects on
intergenerational change and associated health policy implications. (gill valentines, sarah l.
Holloway, mark jayne 2010)
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1.1Background of the studies:

An alcoholic beverage is one of the largest beverages market in the world and it is
continuing growing by this day. It is being consumed by all types of people and also from all
ages because alcohol is considers a luxury product. Our country beverages market has
fluctuate in the recent years and this change might be mainly due to a shift in demand for
alcoholic beverages and shift of rights due to that prices and demand are changing rapidly.
The purpose of this report is to investigate the drinking pattern of the gen x and gen y which
perceived between the ages of their particular generations. Thus, the main objective of this
research is to identify the drinking habits, analyse their drinking behaviour and also
investigating the number of demands by the hotel guests.
The research will be based on descriptive research where mostly it will be explaining about
the reason to purchase alcohol beverages. Furthermore, the research will not only based on
specific groups of the gen x and y but also based on their religion wise, age, profession and
eating habits therefore most of this characteristic will have a major impact on their alcoholic
beverages demand.
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1.2 Problem Statement:

Based on a generation x and y determined by focusing on the marketing mix, and to know
about the alcoholic consumption pattern amongst GEN X and GEN Y in Kuala Lumpur. The
marketing plan is described as, an arranged structure to guide the process of determining
the target market for a product or service, detailing the target market’s need and wants,
and then fulfilling these better than the competition (Hiebing 2013). The goal of a successful
marketing plan is to determine and satisfy the wants and needs of the producer and
consumer. A successful marketing plan for a new business should focus on the certain
aspects such as target market, competition, and strategies, which are all components of the
marketing mix. Before a marketing plan is written it is necessary to define the target market
and understand its needs.
The marketing mix refers to a company’s product, price, promotion, and place. All
components must be done properly or the business will struggle. Price refers to the cost of
the product or service the business is selling. If the price is for a service, then it is priced at
the value the business feels the service is worth. If the price is for a product, then it is priced
at the rate that will gain revenue compared to its total cost. Promotion is the necessary
advertising to promote the product or service. Place determines where the product or
service should sell and where the target market is defined. The marketing mix plays a
beneficial role in developing a competitive advantage against other businesses (Hakansson,
2015). Thus, consumers nowadays do not trust any alcoholic beverages sellers due to this
imitation beverages being sold in the market. Next, our country has initiated a tax system on
all types of items which consist of alcoholic beverages therefore the price of the beverages
will fluctuate frequently. Moreover, some of the beverages prices may be exceed over the
price range and consumer may not be able to afford to beverages commonly wine. More
than that, the tax system does not only affect the beverages but also others such as its
transportation fees, utilities and more. Thus, all this factors will have a major effect towards
the beverages. Besides that, some beverages without the tax included are already at
unaffordable price range thus consumer which has middle to low income may have trouble
purchasing this beverage. Next, there are some alcoholic beverages which have different
quality in the sense of taste even the brands are the same. This puts another trust issue to
the consumer because sellers are providing them a different quality type of alcoholic
beverages. There has also been some supplier transporting broken or damage alcoholic
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beverages to the buyers for example wine bottle or liquors. Hence, buyer will have problem
buying alcoholic beverages and consumer will have to demand different beverages if the
seller does not have required alcoholic beverages.
1.3 Research Objective:

* Preference of alcoholic beverages depends on the cost/price and convenience of gen x
and y
* Measure the prevalence and patterns of alcohol consumption of the gen x and y
1.4 Research Question:

* What is consumption pattern between gen y and gen x?
* What is their preferred alcohol of the gen y and x?
1.5 significance of the study:

This study is about a descriptive research which involves observing different types of guest
engaging with alcohol. The aim of the study was to identify alcohol consumption patterns
and preferences among gen x and y. With the findings from this study, it provides an
understanding on which factors that could influence to sell and to know about what type of
alcohol that the gen x and y consumes the most.
On the other hand, this study also able to provide academic contributions to researchers to
use this research paper as reference. This knowledge would be useful as a source of
information for the future research regarding this subject. This study also will extend the
existing literature that has limited research in Malaysia where the researcher may know
Factors influencing gen y and x preferences of alcoholic beverages.
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2.0 literature review:

This chapter presents the literature review where it will define the dependent variables and
independent variables. The literature review is conducted to further understand the term,
definition, and the characteristics of the research topics. Furthermore, with adopted and
modified conceptual framework that graphically summarized the stated hypotheses and the
relationship between the independent variables and dependent variable as well. This
section ends with hypotheses development.
2.1 Price:
As per Campbell (2015), the meaning of cost can be divided into two forms from the
marketing manager’s point of view and from the buyer's viewpoint. From the marketing
manager point of view, the cost is the thing that the customer will pay for the estimation of
the value of traits offered and is the thing that creates the assets that cover the majority of
alternate exercises of the firm. Interestingly, from the customer's point of view, the cost
speaks to that the buyer must give up to pick up the estimation of the value of qualities in
the item advertising. At the end of the day, cost can mean more to customers than only a
money related trade of significant worth.
2.2 Product:
Kotler and Armstrong (2015) characterize a product as anything that can be offered to a
business opportunity for consideration, obtaining, utilize, or utilization that may fulfil a need
or want. Ferrell (2015) defined the product as the core of the marketing mix strategy in
which retailers can offer consumers symbolic and experiential attributes to differentiate
products from the competitors.
2.3 Promotion:
Promotion is defined as sales promotion, advertising, individual selling, public relation and
direct marketing (Borden, 2015). Meanwhile, Duncan (2015) characterized promotion as the
key to the market trade process that communicates with present and potential partners,
and the general public. Hakansson (2015) stated that promotion shows up as an issue of
how to make an optimal mix of marketing tools s with a specific end goal to get an item's
message and brand from the maker to the customer.
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2.4 Place:
Place can be characterized as an interdependent organizations involved in the process of
making a product is available for utilize or utilization by shoppers. Besides, Berman (2015)
identified place strategy as an effective distribution of products among the marketing
channels, for example, the wholesalers or retailers. The place strategy in retail locations
Include more than the question of how customers get to the stores, it also includes the
availability of Items in such stores.
2.5 theoretical/ conceptual framework hypothesis:
H1
product
H2
price
Alcohol preference
H3:
promotion
H4
Place
Figure 1.1
H1: there is positive relationship between product and alcohol preference

H2: there is positive relationship between price and alcohol preference
H3: there is positive relationship between promotion and alcohol preference.
H4: there is positive relationship between place and alcohol preference.
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3.0Research methodology:
Research methodology is used by researcher for collecting and analysing data that will be
used for answering the hypotheses and research questions in a more systematic and
organized way. In this chapter, it includes how the research is carried out in terms of
research design, data collection methods, sampling design, research instrument, constructs
measurement, data processing and data analysis. Furthermore, the objective of this chapter
is to ensure appropriate research procedures are followed in order for readers to have
better understanding and evaluating the outcome of the research.
3.1 Research design:

This research is a quantitative research. A number of data will be gathered through a
questionnaire that is given to different group of age. Research design is divided into few
section of study, which consists of PRODUCT, PRICE, PROMOTION, and PLACE. Furthermore,
this questionnaire is a survey that based on quantitative. Therefore, the data and
information collected from the respondent will be able to help evaluate alcohol preference
amongst gen x and gen y.
Moreover this research is categorised under descriptive research. The purpose of this
descriptive is to analysis and to determine that what type of guest consumes what type of
alcohol. Some related theories are included in the hypothesis to support.
3.2 Data collection:

The primary data will be collected using questionnaire from the individuals of the guest base
on what type of alcohol they prefer. Half of the questionnaire will be distributed by printing
it out and half will be distributed to potential respondent.
Data collection is meant by just simply collect the data required for the research and there
are two types of data which are primary data and secondary data. Data collected will help to
achieve research objectives as well as hypotheses proposed. Besides that, it will affect the
reliability and validity of the test conducted. Therefore, by collecting data, it will provide
clearer view and help researchers to have better understanding.
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3.3 Sampling method:

The sampling method use in this study is convenience sampling which is a type of non-
probability sampling. The respondents are chosen from population or group of individual
who have the characteristics that a researcher would like to study. Thus Kuala Lumpur city
will be the target place where the questionnaire will be distributed.
3.3.1 Sampling size:

Sampling begins with precisely defining the target population. The target population must
be defined in terms of elements, geographical boundaries, and time. The population of this
research paper will concentrate on Kuala Lumpur City. The total population of Malaysian in
Kuala Lumpur area is estimated around 1.67 million (World Population Review, 2015), and
the age group of the population of study will only emphasis on ranged from above 21 years
and comprised of male and female. A total sample size of 220 respondents chosen in order
to complete the survey. Besides that, with the fewer sample size of 200 can help lower
down cost and reduce the time in data collection. There were 200 questionnaires
distributed via manually and online, however only 202 questionnaires have been collected
due to time constraint.
3.4 Data analysis method:

In this section, the data collected from the questionnaires will be analysed and a series of
statistical test has been done. Data collected from questionnaires will be inserted in statistic
software SPSS 20 for quantitative research analysis.
The first test to be conducted after collection of data was the descriptive test to analyze the
data based on the demographics data obtained. As stated by Ghasemi (2012), to estimate
the population characteristics from those represented in a sample with reasonable
accuracy, the sample has to be so chosen that the distribution of the characteristics of
interest follows the same pattern of normal distribution in the sample as it does in the
population. Therefore, normality tests will conduct to ensure data collected was well
distributed and non-bias.
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3.5 Research Instrument:

The research instruments used in this research is self-administered questionnaire. A self-
administered questionnaire was a data collection in which the respondent read the survey
question and recorded his or her own answer without the present of a trained interviewer
(Hair, Black, Babin, Anderson, & Tatham, 2006). Questionnaire serves as an important tool
to generate responses from the respondents because it was a cheaper way to gather data
from potentially greater amount respondents.
3.6 Questionnaire Design:

A questionnaire is used for the survey purposes of this research. In designing the
questionnaires, extra caution has been taken for better clarification of each question.
Besides, the questionnaire is formed through the adaptation of questionnaire from journals
written by previous researchers. The questions used in the questionnaire are fixed
alternative questions. Fixed alternative questions are specific and provide limited options to
respondents. Through the questionnaire, this research can get direct response and feedback
from the respondents. Thus, more information that is accurate will be collected from the
respondents. As the layout of the questionnaire, a brief introduction and purpose of
conducting this research are attached at the cover page. The structure of questionnaire was
designed in English language because it is more appropriate to communicate with our
respondents. 230 copies of questionnaire were distributed. Only 202 questionnaires are
answered.
3.7 Data Checking:

By conducting a data checking, problems of the questionnaires can be detected as early as
possible and corrective action can be taken before the actual questionnaires is carried out.
The purpose of conducting a data checking is to ensure the quality of questionnaire so that
accurate data can be obtained. After the mistake or error is found, the next is to proceed to
data editing process (Malhotra et al., 2006)
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3.8 Data Cleaning:

According to Malhotra et al. (2006), data cleaning is the need of consistently checking data
that are out of range, logically inconsistent or have extreme values and treatment of missing
responses to substitute a neutral or an imputed response. Missing responses are values of
variable data that are unknown due to unambiguous answer to questions occurred in data
cleaning process.
3.9 Data Analysis:

After assembling all the data collected, the data have transformed into useful information.
Besides that, from the 230 copies of distributed questionnaires, only the complete and
comprehensive questionnaires will be analysed. In this research, SPSS software version 20.0
is used to analyse the data. There are several features like descriptive statistics, reliability
test and others in the SPSS that are suitable for statistical data analysis. The data analysis
stage consists of interrelated procedures which will be carried out to summarize and
transform the data into meaningful information (Zikmund, 2003).
3.10 Descriptive Analysis:

“Descriptive statistics is the term given to the analysis of data that helps describe, show or
summarize data in a meaningful way such that, for example, patterns might emerge from
the data” (Laerd Statistics 2013). At the point when the information is gathered from the
review surveys of respondents are raw information, it can be describe or summarise
genuinely by utilizing expressive measurements to any organizations in the hospitality
business. It refers to elementary information change in a way that depicts the essential
qualities like frequency distribution, measures of central tendency (mean, median, and
mode), measure dispersion (range, standard deviation, and coefficient of difference) and
measure of shape (skewness).
Frequency distribution is a numerical division with the reason for acquiring a tally of the
quantity of reactions associated with various values on the off chance that one variable and
to express these number in term of rate. The reason for frequency is to demonstrate the
qualities, for example, numbers and rates for various classifications of a solitary all out
factor. Its estimation includes just a single clear cut variable, which is nominal or ordinal
scale (Zikmund, 2003).
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3.11 Reliability Test:

Reliability test is used to signify the internal consistency of the measurement in order to
determine whether all the items in each variable in the questionnaire are highly related or
reliable. In addition, the connection between individual things in the scale can be resolved
altogether. The scale things in this research were surveyed by utilizing the reliability quality
test, Cronbach's Coefficient Alpha is adopted to create the information and its value tends
to increase with an increase in the number of scale things.
3.12 Multiple Regression Analysis:

Multiple regression analysis is an analysis of association in which the effects of two or more
independent variables on a single dependent variable are investigated simultaneously
(Zikmund, 2003). Multiple regressions are used to learn about the relationship between
several independent variables and a dependent variable.
3.13 Linear Regression Analysis:

Linear regression is an approach that attempt to model the relationship between two
variables by fitting a linear equation into the observed data (Cameron, 1998). One variable is
thought to be an explanatory variable, and the other is considered to be a dependent
variable. A middle variable is the one that is affected by the independent variable and a
reason for the dependent variable.
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4.0 Data Analysis:

4.1 Introduction:
In this chapter, results of the questionnaires surveyed respondents’ data will be analysed.
Data collected from 203 respondents were analysed by using Statistical Package for Society
Science (SPSS) Version 20.0 program. In addition, the elements that will be covered in this
chapter include descriptive analysis and inferential analysis that consist of Multiple
Regression and Linear Regression. To ensure a clearer picture, results obtained will be
presented in charts and tables form. Lastly, this chapter is concluded with a summary on the
hypothesis findings.
4.2 Descriptive Analysis:

4.1.1 Respondent Demographic Profile:
In this study, there are twelve questions were asked under respondents’ demographic
section such as gender, age, level of education, occupation, nationality, race, income level,
how often do you drink, what type of alcohol do you drink, would you spent good amount of
money on alcohol, during the 12 months did you had any alcohol beverage, how often in the
past 12 months have you had 5 or more drinks one occasion.
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4.1.1.1 Gender:
GENDER FREQUENCY PERCENTAGE

MALE 118 58.42%
FEMALE 84 41.58%
TOTAL 202 100
Figure 2
The table above shows that the gender distribution of respondent in this research is that the
majority of the respondents are male which consists of 58.42% or 118 respondents, while
the minority respondents are females that consist of 41.58% or 84 respondents.
4.1.1.2 Nationality:
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NATIONALITY FREQUENCY PERCENTAGE

LOCAL 161 79.70%
INTERNATIONAL 41 20.30%
TOTAL 202 100
Figure 3
The table above shows that the nationality distribution of respondent in this research is that
the majority of the respondents are local which consists of 79.70% or 161 respondents,
while the minority respondents are international that consist of 20.30% or 41 respondents.
4.1.1.3 Race:
RACE FREQUENCY PERCENTAGE
MALAY 2 0.99%
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CHINESE 86 42.57%
INDIAN 114 56.44%
TOTAL 202 100%
Figure 4
The table above shows that the race distribution of respondent in this research is that the
majority of the respondents are Indian which consists of 56.44% or 114 respondents, while
the next respondents are Chinese that consist of 42.57% and the minority respondent are
Malay which consist 0.99% or 2 respondents.
4.1.1.4 Age:
AGE FREQUENCY PERCENTAGE

19 AND BELOW 11 5.45%
20 – 25 74 36.63%
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26-30 41 20.30%
31 - 35 31 15.35%
36 – 39 18 8.91%
40 AND ABOVE 27 13.37%

TOTAL 202 100
Figure 5
The table above shows that the age distribution of respondent in this research is that the
majority of the respondents are from the age between 20-25 which consists of 36.63% or 74
respondents, secondly is the age from 26-30 which consist of 20.30% or 41 respondents,
thirdly is the age from 31-35 which consist of 15.35% or 31 respondents, fourthly the age
group between is 40 and above which consist of 13.37% or 27 respondent, fifthly are the
age group between 36-39 which consist of 8.91% or 18 respondents and the minority are
the age group between 19 and below which consist of 5.45% or 11 respondent.
4.1.1.5 Occupation:
OCCUPATION FREQUENCY PERCENTAGE

FULL TIME 93 46.04%
EMPLOYMENT
STUDENT 82 40.59%
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OTHERS 27 13.37%
TOTAL 202 100%
Figure 6
The table above shows that the occupation distribution of respondent in this research is
that the majority of the respondents are full time employment which is 46.04% 0r 93
respondents secondly are the student which is 40.59% or 82 respondents and the minority
is the others which are 13.37% or 27 other respondents.
4.1.1.6 Higher Qualification:
HIGHER FREQUENCY PERCENTAGE

QUALIFICATION
FOUNDATION 25 12.38%
DIPLOMA 56 27.72%
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BACHELORS 91 45.05%
MASTERS 30 14.85%
TOTAL 202 100%
Figure 7
The table above shows that the Higher Qualification distribution of respondent in this
research is that the majority of the respondents are bachelors which is 45.05% 0r 91
respondents secondly is the diploma which is 27.72% or 56 respondents and the thirdly is8
the master which consist of 14.85% or 30 respondent and the minority are foundation which
consist 12.38% or 25 respondent
4.1.1.7 Monthly Income:
MONTHLY INCOME FREQUENCY PERCENTAGE

RM 1000 – RM 2000 85 42.08%
RM 2000 – RM 3000 50 24.75%
RM 3000 – RM 4000 27 13.37%
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RM 4000 AND 40 19.80%

ABOVE
TOTAL 202 100%
Figure 8
The table above shows that the Monthly Income distribution of respondent in this research
is that the majority of the respondents are RM 1000 – RM 2000 which is 42.08% 0r 85
respondents secondly is the RM 2000 – RM 3000 which is 24.75% or 50 respondents and the
thirdly is the 4000 AND ABOVE which consist of 19.80% or 40 respondent and the minority
are 3000 - 4000 which consist 13.37% or 27 respondent
4.1.1.8 How often do you drink?
HOW OFTEN DO YOU FREQUENCY PERCENTAGE

DRINK
EVERYDAY 28 13.86%
ONCE IN A WEEK 47 23.27%
ONLY ON WEEKENDS 53 26.24%
ON SPECIAL 74 36.63%
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OCCASION
TOTAL 202 100%
Figure 9
The table above shows that the how often do you drink of respondent in this research is
that the majority of the respondents are on special occasion which is 36.63% 0r 74
respondents secondly is only on weekends which is 26.24% or 53 respondents and the
thirdly is the once in a week which consist of 23.27% or 47 respondent and the minority are
every day which consist 13.86% or 28 respondent
4.1.1.9 What type of alcohol do you drink?
WHAT TYPE OF ALCOHOL FREQUENCY PERCENTAGE

DO YOU DRINK?
BEER 53 26.24%
WHISKY 33 16.34%
GIN 32 15.84%
RUM 24 11.88%
WINE 35 17.33%
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VODKA 25 12.38%
TOTAL 202 100%
Figure 10
The table above shows that what type of alcohol do you drink? of respondent in this
research is that the majority of the respondents are on beer which is 26.24% 0r 53
respondents secondly is wine which is 17.33% or 35 respondent, the thirdly is whisky which
consist of 17.33% or 35 respondent, fourthly is gin which consist 15.84% or 32 respondent,
fifthly is the vodka which consist 12.38% or 25 respondent and the minority is rum which
consist 11.88% or 24 respondent.
4.1.1.10 Would you spent good amount of money on alcohol
WOULD YOU FREQUENCY PERCENTAGE

SPENT GOOD
AMOUNT OF
MONEY ON
ALCOHOL
YES 127 62.87%
NO 75 37.13%
TOTAL 202 100%
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Figure 11
The table above shows that would you spent good amount of money on alcohol? of
respondent in this research is that the majority of the respondents yes which is 62.87% 0r
127 respondents minority is no which is 37.13% or 75 respondent.
4.1.1.13 During the past 12 months, did you drink any alcoholic’s beverage?
DURING THE FREQUENCY PERCENTAGE

PAST 12
MONTHS, DID
YOU DRINK ANY
ALCOHOLICS
BEVERAGES?
YES 160 79.21%
NO 42 20.79%
TOTAL 202 100%
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Figure 12
The table above shows that during the past 12 months, did you drink any alcoholic’s
beverages? Of respondent in this research is that the majority of the respondent’s yes which
is 79.21% 0r 160 respondent’s minority is no which is 20.79% or 42 respondents.
4.1.1.14 How often in the past 12 months have you had 5 or more drinks on one occasion?
HOW OFTEN IN THE PAST FREQUENCY PERCENTAGE
12 MONTHS HAVE YOU
HAD 5 OR MORE DRINKS
ON ONE OCCASION
SEVERAL TIMES A WEEK 34 16.83%
ONCE A WEEK 44 21.78%
ONCE A MONTH 53 26.24%
LESS THAN ONCE A 46 22.77%

MONTH
NEVER 25 12.38%
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RESEARCH PROJECT
TOTAL 202 100%
Figure 13
The table above shows that how often in the past 12 months have you had 5 or more drinks
on one occasion Of respondent in this research is that the majority of the respondent is
once a month which is 26.24% or 53 respondents, secondly is less than once a month which
is 22.77% or 46 respondents, thirdly once a week which is 21.78% or 44 respondents and
the minority is never which is 12.38% or 25 respondents.
4.2 Scale measurement:

4.2.1 Reliability test:
In this reliability test, Cronbach’s alpha is one of the most popular methods. Cronbach’s
alpha is used to examine the internal reliability of the total 20 items used to measure the 4
constructs. The Cronbach’s alpha differs from 0 to 1 and a value of 0.6 or less specifies
unsatisfactory internal consistency reliability.
Case Processing Summary

N %
Valid 202 100.0
a
Cases Excluded 0 .0
Total 202 100.0
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RESEARCH PROJECT
a. Table 1 Listwise deletion based on

all variables in the procedure.
Reliability Statistics
Cronbach's N of Items
Alpha
.820 18
Table 2
The table above shows that Cronbach’s alpha is exceeding 0.6 for the total number of items.
No Construct Cronbach’s Alpha Number of items

1 Product .627 4
2 Price .699 5
3 Promotion .622 5
4 Place .688 4
Table 3
The table shows that all the conbrachs’s alpha exceeds 0.6, the first and the fourth tem has
4 items and the second and third items have 5 items. The highest alpha coefficient
with .699, which is price measured with 5 items. Falls on the second with .688, which is
place and then followed with product .627 which is product and lastly .622 which is
promotion which has 5 items.
4.2.2 Multiple Regression Analysis:
Model Summaryb
Model R R Square Adjusted R Std. Error of Durbin-
Square the Estimate Watson
1 .686a .471 .460 .47458 2.012
Table 4
a. Predictors: (Constant), place, price, promo, product
b. Dependent Variable: dv
Multiple regression analysis is showed to find out the PREFERENCE ON ALCOHOLIC

CONSUMPTION AMONGST GEN X & GEN Y IN KUALA LUMPUR. By using this method, the
model will only have dependent variable and more than 2 variables.
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RESEARCH PROJECT
Based on the above model summary table R square is .471 which means 47.1% PREFERENCE
ON ALCOHOLIC CONSUMPTION AMONGST GEN X & GEN Y IN KUALA LUMPUR can be
explained but another 56.6 could be other factors.
ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 39.515 4 9.879 43.862 .000b
1 Residual 44.369 197 .225
Total 83.884 201
Table 5
a. Dependent Variable: dv
b. Predictors: (Constant), place, price, promo, product
The table above shows that anova stats from independent variables like product, price,
promotion, place and dependent variable is alcohol preference. Based on the table above
the F ratio is 43.862 and the significant p is below 0.005. By these factors the model is fit
and the significant to predict the outcome
4.2.3 Coefficient analysis:
Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) -.137 .303 -.453 .651
Product .309 .080 .277 3.859 .000
1 Price .151 .064 .139 2.358 .019
Promotion .421 .086 .343 4.877 .000
Place .312 .100 .168 3.129 .002
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Table 6
a. Dependent Variable: alcohol preference amongst gen x and y
95% should be the confident level where alpha is 0.05 in order to accept the hypothesis it
should be less or equal with .005, higher than this value the hypothesis is failed to accept.
Hypothesis 1
H1= there is a significant relationship between product and alcohol preference amongst gen
x and y
The p value .000 is obtained from this research which is less than 0.05(p<0.05). Hence, there
is a significant relationship between product and alcohol preference. Therefore hypothesis
1(h1) is accepted.
Hypothesis 2
H2= there is no significant relationship between price and alcohol preference amongst gen x
and y.
The P value .019 is obtained from this research which is more than 0.05(p<0.05). Therefore
there is no significant relationship between price and alcohol preference amongst gen x and
y. Hypothesis 2(H2) is failed to accept.
Hypothesis 3
H3= there is a significant relationship between promotion and alcohol preference amongst
gen x and y
The p value .000 is obtained from this research which is less than 0.05(p<0.05). Hence, there
is a significant relationship between promotion and alcohol preference. Therefore
hypothesis 3(h3) is accepted.
Hypothesis 4
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H4= there is a significant relationship between place and alcohol preference amongst gen x
and y
The p value .002 is obtained from this research which is less than 0.05(p<0.05). Therefore,
there is a significant relationship between place and alcohol preference amongst gen x and
y. Therefore hypothesis 4(h4) is accepted.
4.2.4 Frequency Table:
Does the design of the alcohol bottle/can brand matters to you?

Frequency Percent Valid Cumulative
Percent Percent
neutral 61 30.2 30.2 30.2
agree 99 49.0 49.0 79.2
Valid strongly
42 20.8 20.8 100.0
agree
Total 202 100.0 100.0
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Table 7
The above table explains about the number of respondents who answered based on the
question. Does the design of the alcohol bottle/can brand matters to you? In the particular
question 99 of the respondents agree which is 49%, 66 of the respondent neutral which is
30.2% and lastly 42 of the respondent agree which is 20.8%.
Does the colours used on the design of the alcohol beverage matters
to you?
Percent Percent
disagree 2 1.0 1.0 1.0
neutral 72 35.6 35.6 36.6
agree 87 43.1 43.1 79.7
Valid
strongly
41 20.3 20.3 100.0
agree
Total 202 100.0 100.0
Table 8
question. Does the colours used on the design of the alcohol beverage matters to you? In
the particular question 87 of the respondents agree which is 43.1%, 72 of the respondent
neutral which is 35.6%, 41 of the respondent strongly agree which is 20.3%. and 2 of the
respondents disagree which is 1%
Does the quality and price of the alcohol of each product varies/matters
to you?
Percent Percent
strongly
6 3.0 3.0 3.0
disagree
disagree 17 8.4 8.4 11.4
Valid neutral 61 30.2 30.2 41.6
agree 63 31.2 31.2 72.8
strongly agree 55 27.2 27.2 100.0
Total 202 100.0 100.0
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Table 9
question. Does the quality and price of the alcohol of each product varies/matters to you? In
neutral which is 30.2%, 55 of the respondent strongly agree which is 27.2%, 17 of the
respondents disagree which is 8.4% and lastly 6 of the respondent strongly disagree which is
3.0%
Does Advertising of an alcohol product attract customers?
Percent Percent
strongly
1 .5 .5 .5
disagree
disagree 9 4.5 4.5 5.0
Valid neutral 69 34.2 34.2 39.1
agree 90 44.6 44.6 83.7
strongly agree 33 16.3 16.3 100.0
Total 202 100.0 100.0
Table 10
question. Does Advertising of an alcohol product attract customers? In the particular
question 90 of the respondents agree which is 44.6%, 69 of the respondent neutral which is
34.2%, 33 of the respondent strongly agree which is 16.3%, 9 of the respondents disagree
which is 4.5% and lastly 1 of the respondent strongly disagree which is .5%.
Do you think higher prices for alcohol would discourage young and
heavy drinkers from consumption?
Percent Percent
disagree 8 4.0 4.0 4.0
neutral 58 28.7 28.7 32.7
agree 102 50.5 50.5 83.2
Valid
strongly
34 16.8 16.8 100.0
agree
Total 202 100.0 100.0
Table 11
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question. Do you think higher prices for alcohol would discourage young and heavy drinkers
from consumption? In the particular question 102 of the respondents agree which is 50.5%,
58 of the respondent neutral which is 28.7%, 34 of the respondent strongly agree which is
16.8%, 8 of the respondents disagree which is 4.0%.
Would you buy less alcoholic beverages like beer, wine or spirits if the
price increases?
Percent Percent
strongly
2 1.0 1.0 1.0
disagree
disagree 9 4.5 4.5 5.4
Valid neutral 78 38.6 38.6 44.1
agree 82 40.6 40.6 84.7
strongly agree 31 15.3 15.3 100.0
Total 202 100.0 100.0
Table 12
question. Would you buy less alcoholic beverages like beer, wine or spirits if the price
increases? In the particular question 82 of the respondents agree which is 40.6%, 78 of the
respondent neutral which is 38.6%, 31 of the respondent strongly agree which is 15.3%, 9 of
the respondents disagree which is 4.5% and lastly 2 of the respondent strongly disagree
which is 1.0%.
Would you buy more alcoholic beverages like beer, wine or spirits if the
price should decrease?
Percent Percent
strongly
2 1.0 1.0 1.0
disagree
disagree 21 10.4 10.4 11.4
Valid neutral 55 27.2 27.2 38.6
agree 78 38.6 38.6 77.2
strongly agree 46 22.8 22.8 100.0
Total 202 100.0 100.0
Table 13
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RESEARCH PROJECT
question. Would you buy more alcoholic beverages like beer, wine or spirits if the price
should decrease? In the particular question 78 of the respondents agree which is 38.6%, 55
of the respondent neutral which is 27.2%, 46 of the respondent strongly agree which is
22.8%, 21 of the respondents disagree which is 10.4% and lastly 2 of the respondent
strongly disagree which is 1.0%.
Do you think Alcohol advertising targeting young people would increase

the sale?
Percent Percent
strongly
1 .5 .5 .5
disagree
disagree 12 5.9 5.9 6.4
Valid neutral 77 38.1 38.1 44.6
Agree 66 32.7 32.7 77.2
strongly agree 46 22.8 22.8 100.0
Total 202 100.0 100.0
Table 14
question. Do you think Alcohol advertising targeting young people would increase the sale?
In the particular question 77 of the respondents neutral which is 38.1%, 66 of the
respondent agree which is 32.7%, 46 of the respondent strongly agree which is 22.8%, 12 of
the respondents disagree which is 5.9% and lastly 1 of the respondent strongly disagree
which is .5%.
Do you think Selling and serving alcohol to young people would be

beneficial?
Percent Percent
Valid disagree 17 8.4 8.4 8.4
neutral 54 26.7 26.7 35.1
Agree 70 34.7 34.7 69.8
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strongly
61 30.2 30.2 100.0
agree
Total 202 100.0 100.0
Table 15
question. Do you think Selling and serving alcohol to young people would be beneficial? In
strongly agree which is 30.2%, 54 of the respondent neutral which is 26.7%, 17 of the
respondents disagree which is 8.4%.
Is the alcohol advertising campaigns are very creative?
Percent Percent
strongly
2 1.0 1.0 1.0
disagree
disagree 22 10.9 10.9 11.9
Valid neutral 70 34.7 34.7 46.5
agree 91 45.0 45.0 91.6
strongly agree 17 8.4 8.4 100.0
Total 202 100.0 100.0
Table 16
question. Is the alcohol advertising campaigns are very creative? In the particular question
91 of the respondents agree which is 45.0%, 70 of the respondent strongly agree which is
34.7%, 22 of the respondent disagree which is 10.9%, 17 of the respondents strongly agree
which is 8.4% and lastly 2 of the respondent strongly disagree which is 1.0%.
Does the alcohol advertisements are frequently seen through media

such as social media, newspaper and billboards.
Percent Percent
disagree 10 5.0 5.0 5.0
neutral 36 17.8 17.8 22.8
agree 108 53.5 53.5 76.2
Valid
strongly
48 23.8 23.8 100.0
agree
Total 202 100.0 100.0
Table 17
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RESEARCH PROJECT
question Does the alcohol advertisements are frequently seen through media such as social
media, newspaper and billboards? In the particular question 108 of the respondents agree
which is 53.5%, 48 of the respondent strongly agree which is 23.8%, 36 of the respondent
neutral which is 17.8%, 10 of the respondents disagree which is 5.0%.
Do you think the alcohol company has done a strong promotion sale to
their customer?
Percent Percent
disagree 8 4.0 4.0 4.0
neutral 80 39.6 39.6 43.6
agree 86 42.6 42.6 86.1
Valid
strongly
28 13.9 13.9 100.0
agree
Total 202 100.0 100.0
Table 18
question do you think the alcohol company has done a strong promotion sale to their
customer? In the particular question 86 of the respondents agree which is 42.6%, 80 of the
the respondents disagree which is 4.0%.
Do you agree that sales promotion activities of an alcohol product

would save your money?

Percent Percent
disagree 7 3.5 3.5 3.5
neutral 72 35.6 35.6 39.1
agree 79 39.1 39.1 78.2
Valid
strongly
44 21.8 21.8 100.0
agree
Total 202 100.0 100.0
Table 19
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question do you agree that sales promotion activities of an alcohol product would save your
money? In the particular question 79 of the respondents agree which is 39.1%, 72 of the
the respondents disagree which is 3.5%
Do you agree that sales promotion would cheapen the image of an

alcohol product that is on sales? (ex make you feel that its quality is not
good as others)
Percent Percent
strongly
9 4.5 4.5 4.5
disagree
disagree 12 5.9 5.9 10.4
Valid neutral 80 39.6 39.6 50.0
agree 73 36.1 36.1 86.1
strongly agree 28 13.9 13.9 100.0
Total 202 100.0 100.0
Table 20
question do you agree that sales promotion would cheapen the image of an alcohol product
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RESEARCH PROJECT
that is on sales? (ex make you feel that its quality is not good as others)? In the particular
question 80 of the respondents neutral which is 39.6%, 73 of the respondent agree which is
36.1%, 28 of the respondent strongly agree which is 13.9%, 12 of the respondents disagree
which is 5.9%. And lastly 9 of the respondent strongly disagree which is 4.5%
Does the bar location is convenient?

Percent Percent
strongly
138 68.3 68.3 68.3
disagree
disagree 48 23.8 23.8 92.1
Valid
neutral 12 5.9 5.9 98.0
agree 4 2.0 2.0 100.0
Total 202 100.0 100.0
Table 21
question Does the bar location is convenient? In the particular question 138 of the
respondents strongly disagree which is 68.3%, 48 of the respondent disagree which is
23.8%, 12 of the respondent neutral which is 5.9%, 4 of the respondents agree which is
2.0%.
Does the alcohol company website is user friendly?

Percent Percent
strongly
175 86.6 86.6 86.6
disagree
Valid disagree 19 9.4 9.4 96.0
neutral 8 4.0 4.0 100.0
Total 202 100.0 100.0
Table 22
question Does the alcohol company website is user friendly? In the particular question 175
of the respondents strongly disagree which is 86.6%, 19 of the respondent disagree which is
9.4%, 4 of the respondent neutral which is 8%.
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Clear public display signs of advertisement?

Percent Percent
strongly
40 19.8 19.8 19.8
disagree
disagree 110 54.5 54.5 74.3
Valid
neutral 35 17.3 17.3 91.6
agree 17 8.4 8.4 100.0
Total 202 100.0 100.0
Table 23
question clear public display signs of advertisement? In the particular question 110 of the
respondents disagree which is 54.5%, 40 of the respondent strongly disagree which is
19.8%, 35 of the respondent neutral which is 17.3% and lastly 17 respondent agree which
8.4%.
Does the bar you visit provide convenient operating hours?

Percent Percent
strongly
32 15.8 15.8 15.8
disagree
Valid disagree 149 73.8 73.8 89.6
neutral 21 10.4 10.4 100.0
Total 202 100.0 100.0
Table 24
question Does the bar you visit provides convenient operating hours? In the particular
question 149 of the respondents disagree which is 73.8%, 32 of the respondent strongly
disagree which is 15.8%, 21 of the respondent neutral which is 10.4%.
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5.0 Limitation:
There is some limitation while conducting this research project. One of the limitations is
due to the time constraints due to collecting data and analyzing it in spss for the appropriate
result. The other limitation is as this research mainly focus on gen x and y for alcohol
preference it’s very hard to approach gen x due to mainly they are busy working life and gen
y are very easy to approach due to mainly they are college students and working young
adults.
Online survey is very limited response due to survey is limited to only those who have
access to the internet and have accenss to computers also. Therefore it is difficult to
guarantee anonymity and confidentiality because of the open nature of most of the online
network. However, it is observed that the response rate in an electronic survey is higher
during first few days and the response rate would decline rapidly after few days.
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RESEARCH PROJECT
6.0 Conclusion:
The research is benefit for the individual purposes, business purposes. There are few factors
that will influence the generation x and generation y in Kuala Lumpur to know about their
alcohol preferences and to the company who does marketing for the alcohol. In conclusion
the study of alcohol consumers to whom alcohol is highly preferred. Those gen x and y
people are extremely established of their consumption patterns. They are a lot of educated
consumers, who are aware of the amount of cash they would desire to dispense for alcohol.
Consuming alcohol and the purposes are several and varied. The gen x and y often derive
reasons to socialize from their favourite alcohol preference. Hence this is the reason why
alcohols are equal to celebration of an occasion, and having good times with peers. Most
youngsters would also make a sensible alcohol purchasing decision by influences of
meaningful sources of media, their own knowledge and recommendations of friends or
family and a liquor expert.
The researchers research based on these four methods which is product, price, promotion
and place and demographic scale also are included like demographic scales like age, sex,
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RESEARCH PROJECT
monthly income, occupation, race, higher qualification, how often do you drink, what type
of alcohol do you drink, would you spend good amount money on alcohol, how often do you
drink and in the past 12 months have you had more than 5 drinks.
After the analysing the data, in overall gen x and gen y would buy the product according to
the quality or the brand of the alcohol product. Price wouldn’t matter to the gen x and gen y
customers because they mainly in search of branded alcohol or the quality of the alcohol. As
per the place and promotion the gen x and gen y customer wouldn’t mind to travel to the
particular bar and to buy as much of the promotion because as long as the product is good
in quality and branded goods the customers wouldn’t mind. Therefore, the price doesn’t
matter to the gen x and gen y customer as long as the product is good than the promotion
and place and price wouldn’t be a big deal at all.
7.0 Recommendation:
In over all of this research, the alcohol preference or consumption has been higher to the
customers of gen x and gen y. some of the researches have conducted on alcohol but not to
concentrate on the business and how to attract the customer of different gen x and gen y
and what type of drinks and the method to marketing to the customers of gen x and gen y
so that the business will run and attract more customers.
After completed this research, recommendation are suggested to overcome the limitations
and to improve the quality of this research in the future. The first recommendation to the
limitation is to extend the time constraint to five to 6 months so that the research could be
up to the expectation for the researcher and others to refer for this research topic. By
extending time for the research the gen x which is the working adult that are busy in
working life are also easy to approach them when they are having free period of time. As
the online survey has a very limited response and limited amount of access of internet and
computer, the researcher should distribute the questionnaire by hand to the responder so
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RESEARCH PROJECT
that there would be private and confidential and the researcher will get more data to key in
and analyze.
8.0 References:
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and culture. Westport, greenwood press, pp. 168-177.
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smoking in scotland - findings from the 2004 scottish social attitude survey,
edinburgh scottish executive
 Berman, B. (2015). Marketing channels. United States: John Wiley & Sons.
 Borden, N. H. (2014). The concept of marketing mix. Journal of Advertising Research,
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important role of inferred motive in perceptions of price fairness. Journal of Product
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 David Frick( 2014) Craft Beer and Consumer Behaviour . Marketing 6060:
Buyer/Consumer Behaviour
 Duncan, T. (2015). Principle of advertising & IMC (2nd Ed.). New York: McGraw-Hill.
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 Ferrell, O. C., & Michael, H. D. (2015). Marketing strategy (3rd Ed.). Ohio:South-
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 Gillian(2007) The relationship between off-sales and problem drinking in Scotland.
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 Ghasemi, A., and Zahedias, S. (2012). Normality Tests for Statistical Analysis: A Guide
for Non-Statisticians. [Online] Available at: http://www.
ncbi.nlm.nih.gov/pmc/articles/PMC3693611/
 Hair, J., Babin, B., Money, A., and Samouel, P. (2003). Essentials of Business Research
Methods. New York: Wiley. Hair, J., Black, B. Babin, B., Anderson, R. and Tatham, R.
(2006). Multivariate Data Analysis (6th edition). Upper Saddle River, NJ: Prentice-
Hall.
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 Hiebing, Roman G. and Scott W. Cooper. 2015. The Successful Marketing Plan: A
Disciplined and Comprehensive Approach. McGraw-Hill Professional. Xxivxxv.
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 Laerd Statistics (2013), One way ANOVA Analysis.
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 Lewis-Beck, M. S., Bryman, A., & Liao, T. F. (Eds.). (2004). The Sage encyclopedia of
social science research methods (3rd ed.). Thousand Oaks, California: Sage
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 Malhotra, N.K. (2004) Marketing Research: An Applied Orientation (4th edn) Pearson
Education, Inc: New Jersey.
 Pettigrew , S . , Ryan , M . M . and Ogilvie , M . ( 2000 ) New year‟s eve consumption
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 Peter Anderson (2012) an overview of the market for alcoholic beverages of
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alcohol pairing . British Food Journal 108 (3) : 169 – 180 .
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among heavy drinkers in Edinburgh and Glasgow. Alcohol Research UK
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 Roche, A. (2009). The Social Context of Alcohol Use in Australia. Adelaide: National
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purchasing behaviour of young people in metropolitan, regional and rural Australia.
University of Wollongong
 Saunders, Lewis, & Thornhill, (2009) Research Methods for Business Students Fifth
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 Theresa M. Marteau (2013) Impact on alcohol purchasing of a ban on multi-buy
promotions' quasi-experimental evaluation comparing Scotland with England and
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9. Appendix:
A RESEARCH ON ALCOHOLIC CONSUMPTION PREFERENCE AMONGST GEN X & GEN Y in
KUALA LUMPUR
I am Saagar Manish Gandhi, a student studying in BERJAYA University College of Hospitality,
currently pursuing my final semester in Bachelor of Hospitality Management (Hons). I am
currently writing my final year project on A RESEARCH ON ALCOHOLIC CONSUMPTION
PREFERENCE AMONGST GEN X & GEN Y IN KUALA LUMPUR. The aim of this research is to
identify different generation consuming alcohol and their preference.
Kindly complete this questionnaire by answering ALL the questions. I hope you can
contribute a few minutes of your time to complete this research. The data collected will be
kept confidential and private. It will be used for academy purpose only. This questionnaire
will not involve your personal identity information. It is to assure you that your replies will
be handled with absolute confidentiality.
I would like to thank you for your time and contribution on this questionnaire. I believe that
this research project will be successfully completed with your kindly response and support.
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RESEARCH PROJECT
Personal Information:
1) Gender:
Male
Female
2) Nationality:
International
Local
3) Race:
Indian
4) L Malay
Chinese
Loc Others
4) Age:
19 and below
20-25
26-30
31-35
40 and above
5) Occupation:
Full Time Employee
Student
Other
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RESEARCH PROJECT
6) Higher Qualification:
Foundation
Diploma
Bachelors
Masters
7) Monthly Income:
RM1,000 and Below
RM1,000 - RM2,000
RM2,000 - RM3,000
RM3,000 - RM4,000
RM4,000 and Above
8) How often do you drink:

Everyday
Once in a week
Only on weekends
Only on special occasion
Never
9) what type of alcohol do you drink:

Beer
Whisky
Gin
Rum
Wine
Vodka
10) Would you spend good amount of money on alcohol
Yes
No
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RESEARCH PROJECT
11) During the past 12 months, did you drink any alcoholic beverage (beer, wine, sprits,
cider or other local beverages)l
Yes
No
12) How often in the past 12 months have you had 5 or more drinks on one occasion?
Several times a week

Once a week
Once a month
Less than once a month
Never
PRODUCT 1. Strongly 2. disagree 3. neutral 4. agree 5. strongly

disagree agree
Does the
design of the
alcohol
bottle/can
brand matters
to you?
Does the
colours used
on the design
of the alcohol
beverage
matters to
you?
Does the
quality and
53
RESEARCH PROJECT
price of the
alcohol of
each product
varies/matters
to you?
Does
Advertising of
an alcohol
product
attracts
customers?
PRICE 1. Strongly 2. disagree 3. neutral 4. agree 5. strongly

disagree agree
Do you think
higher prices
for alcohol
would
discourage
young and
heavy
drinkers from
consumption?
Would you
buy less
alcoholic
beverages like
beer, wine or
spirits if the
price
54
RESEARCH PROJECT
increases?
Would you
buy more
alcoholic
beverages like
beer, wine or
spirits if the
price should
decrease?
Do you think
Alcohol
advertising
targeting
young people
would
increase the
sale?
PROMOTION 1. Strongly 2. disagree 3. neutral 4. agree 5. strongly

disagree agree
Is the alcohol
advertising
campaigns are
very creative?
Does the
alcohol
advertisements
are frequently
seen through
media such as
TV, radio and
billboards.
Do you think
the alcohol
company has
done a strong
55
RESEARCH PROJECT
promotion sale
to their
customer?
Do you agree
that sales
promotion
activities of an
alcohol
product would
save your
money?
Do you agree
that sales
promotion
would cheapen
the image of
an alcohol
product that is
on sales? (ex
make you feel
that its quality
is not good as
others)
PLACE 1. strongly 2. disagree 3. neutral 4. agree 5. strongly

disagree agree
Does the bar
location is
convenient?
Does the
alcohol
company
website is
friendly.
Clear public
display signs
advertisement.
Provide
convenient
operating
hours.
56
RESEARCH PROJECT
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RESEARCH PROJECT

BACHELOR OF HOSPITALITY MANAGEMENT (HONOURS)

A RESEARCH ON ALCOHOLIC CONSUMPTION PREFERENCE

AMONGST GEN X & GEN Y IN KUALA LUMPUR

SAAGAR MANISH GANDHI

First and foremost, I would like to express my deepest gratitude to my supervisor, Mr

Keywords: product, price, promotion, place, Gen X, Gen Y.

1.1Background of the studies:

1.2 Problem Statement:

1.3 Research Objective:

1.4 Research Question:

* What is their preferred alcohol of the gen y and x?

1.5 significance of the study:

2.0 literature review:

2.5 theoretical/ conceptual framework hypothesis:

H1: there is positive relationship between product and alcohol preference

H3: there is positive relationship between promotion and alcohol preference.

H4: there is positive relationship between place and alcohol preference.

3.1 Research design:

3.2 Data collection:

3.3 Sampling method:

3.3.1 Sampling size:

3.4 Data analysis method:

3.5 Research Instrument:

3.6 Questionnaire Design:

3.7 Data Checking:

3.8 Data Cleaning:

3.9 Data Analysis:

3.10 Descriptive Analysis:

3.11 Reliability Test:

3.12 Multiple Regression Analysis:

3.13 Linear Regression Analysis:

4.0 Data Analysis:

4.2 Descriptive Analysis:

GENDER FREQUENCY PERCENTAGE

NATIONALITY FREQUENCY PERCENTAGE

RACE FREQUENCY PERCENTAGE

INDIAN 114 56.44%

TOTAL 202 100%

AGE FREQUENCY PERCENTAGE

40 AND ABOVE 27 13.37%

OCCUPATION FREQUENCY PERCENTAGE

4.1.1.6 Higher Qualification:

HIGHER FREQUENCY PERCENTAGE

TOTAL 202 100%

4.1.1.7 Monthly Income:

MONTHLY INCOME FREQUENCY PERCENTAGE

RM 4000 AND 40 19.80%

4.1.1.8 How often do you drink?

HOW OFTEN DO YOU FREQUENCY PERCENTAGE

4.1.1.9 What type of alcohol do you drink?

WHAT TYPE OF ALCOHOL FREQUENCY PERCENTAGE

TOTAL 202 100%

4.1.1.10 Would you spent good amount of money on alcohol

WOULD YOU FREQUENCY PERCENTAGE

DURING THE FREQUENCY PERCENTAGE

ONCE A MONTH 53 26.24%

LESS THAN ONCE A 46 22.77%

TOTAL 202 100%

4.2 Scale measurement:

Case Processing Summary

a. Table 1 Listwise deletion based on

No Construct Cronbach’s Alpha Number of items