A PROJECT REPORT ON

Consumer Behavior And Analysis Of The Brand Loyalty

Of Liquor Drinker

Submitted in partial fulfillment of the requirements

of BACHELOR of BUSINESS ADMINISTRATION
Submitted to:

Submitted to: Submitted By:

Dr Mukesh Kumar Sharma Jitender Kumar
H.O.D. Commerce Dept. Roll No:-211280250047
Govt. College Sec -9, GGM.

GURUGRAM UNIVERSITY
SESSION 2023-2024

1
 GOVT. COLLEGE SECTOR-9
CERTIFICATEBYGUIDE

This is clarifying that Jitender Kumar Roll No-211280250047 has proceded under
my supervision this summer report training report on entitled Customer Satisfaction
at MSWIL.
The work embodied in this report is original and of the standard expected of a BBA
student who has not been submitted in part or full to this or any other university for
the award of any degree. She has completed all requirements of guidelines for the
report and the work ID for the evolution.

“Certified that the work is done by the candidates is original and is of the standard
expected of as a BBA Student.”

Dr. Mukesh Kumar Sharma

H.O.D. Commerce Department

2
 DECLARATION

I Jitender Kumar undersigned the student of BBA – 6th Semester by declare that
the project report is my own and has carried out under the guidance and
supervision of Govt. Collage Sector – 9 Further I declare that it has not been
submitted is true and original to best of my knowledge.

Signature of Student

3
 TABLE OF CONTENT

S. No PARTICULARS PAGE NO

1. CHAPTER 1- INTODUCTION 5-31

1.1 INTODUCTION ON LIQUOR 5-7

1.2 BACKGROUND OF THE STUDY 8-17

1.3 LITERATURE REVIEW 18-24

1.4 OBJECTIVE OF THE STUDY 25

1.5 RESEARCH METHODOLOGY 26-28

1.6 LIMITATIONS OF THE STUDY 29-30

CHAPTER 2- CONCLUSION AND

2. RECOMMENDATION 31-35

2.1 CONCLUSION 31-32

2.2 RECOMMENDATION 33

2.3 BIBLIOGRAPHY 34-35

3. QUESTIONNAIRE 36-41

4
 CHAPTER-1

1.1 INTRODUCTION ON LIQUOR

The origin of "liquor" and its close relative "liquid" was the Latin
verb liquor, meaning "to be fluid". According to the Oxford English
Dictionary an early use of the word in the English language, meaning
simply "a liquid", can be dated to 1225. The first use the OED mentions
of its meaning "a liquid for drinking" occurred in the 14th century. Its
use as a term for "an intoxicating alcoholic drink" appeared in the 16th
century. Liquor (also hard liquor, hard alcohol, distilled alcohol or spirit)
is an alcoholic drink produced by distillation of grains, fruits or
vegetables that have already gone through alcoholic fermentation.

5
The distillation process purifies the liquid and removes diluting
components like water, for the purpose of increasing its proportion of alcohol content
(commonly expressed as alcohol by volume). As liquors contains significantly more
alcohol they are consider “harder”. In North America the term hard liquor is used to
distinguish distilled alcohol drinks from the non-distilled ones, whereas the term
spirits are used in the United Kingdom.

6
As examples, this term does not include beverages such as beer, wine etc
as they are fermented but not distilled. These all have a relatively low
alcohol content, typically less than 15%. Brandy is a liquor produced by
the distillation of wine, and has an ABV of over 35%. Other examples of
liquor include vodka, gin, rum and whisky.

7
 1.2 BACKGROUND OF THE STUDY

MYTHOLOGY AND PAST MILLENNIA:

Mythological writings, Ayurvedic texts and Vedas mention the use of
alcohol in various forms and methods. Recreational beverages were
classified into two types’ soma and sura. Soma-ras which finds a
mention in mythological texts too, was considered a drink of the Gods
and its elite worshippers. Mostly termed as Amrit, it was considered to
grant immortality to the drinker and hence, also rumored to be
psychoactive. On the other hand, sura which was a fermented drink from
rice and sugarcane was considered Indra the God king’s favorite drink. It
was consumed by warriors for it would grant them courage and velour in
a battle. Though neither of the texts mention the drinks to be
Alcoholic,theireffectsarestrikinglysimilartotheeffectsafter
consuming an alcoholic beverage.

Ayurveda has always strongly advocated alcohol usage foe medicinal purpose. It was

8
THE MIDDLE AGES:
The alcoholic beverages brewed in the earlier times were low on alcohol
content and hence satisfied the recreational drinking style. During the
era when many dynasties ruled the large expanse of Indian sub-
continent, consuming alcoholic beverages was a part of life for
extremities in lifestyles. The most elite wines were consumed by the
emperors and the royals whereas soldiers and laborers would habitually
alcoholic drinks made from wheat, barley and millet.

Grape based wine finds its earliest mention in the writings of Chanakya
during the rule of the Maurya Dynasty. Although Islam prohibits
consumption of alcohol, nevertheless it was quite prevalent in the
Mughal era, especially during the period of Emperor Jahangir.

POST AND PRE-INDEPENDENCE:

Since the British occupation the consumption of alcohol in India has
been a slow and steady rise. The factors can be date back to the times of Portuguese
Throughout regions of India.

Around this time the fermented low alcohol content beverages of India
were gradually replaced by beverages from distilleries containing higher amounts o

9
 variety of alcoholic beverages available to us today. Post-independence the liquor in

Goa one of the last remaining states to keep producing alcoholic

beverages was privy to the visit by French winemakers. Hereafter by
introduction of various grape varieties and brewing techniques, the
Liquor industry in India saw its revival and progressed to the stage where
it stands now.

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 THE INDIAN LIQUOR INDUSTRY

The Indian liquor industry is divided into two broad segments: Indian Made Foreign

11
 Unorganized sector accounted for almost 100% of the country-made liquor segmen

During 1999-00, the Indian liquor industry grew at the rate of 10-12%.
While IMFL was consumed by the middle and upper classes of society,
country-made liquor was consumed by the economically deprived
classes. In India, 40-50% of all males and 1% of all females consumed
alcohol.

12
 Almost 62% of the drinkers could be classified as light drinkers (i.e. social drinkers

The government has banned the advertising of any alcoholic product in

the electronic media. As a result, companies have resorted to surrogate
advertising (advertising for sodas and lemonades using the liquor brand
name). However, some states have even banned surrogate advertising.
The satellite television channels initially showed liquor advertisements,
but were soon banned from doing so. As a result, liquor companies
could publicize themselves only through sponsorship of sports events
and contests.

13
The distribution of liquor was also under state control in many states, in
the form of auctions, open-market system and government-controlled
markets. Under the auction system, the government fixed a floor price
for the shops and the bidders had to quote prices. The license was given
to the highest bidder. States following the open-market system gave
companies substantial freedom to choose their distributor and to
determine the price and the discounts.

In the government-controlled system, liquor was distributed by state

agencies such as BEVCO (in Kerala) and the Andhra Pradesh Beverage
Corporation (in Andhra Pradesh). There were around 25,000-27,000
licensed retail sales outlets in the country, in addition to the bars, pubs,

14
 hotels and restaurants serving liquor. There were restrictions on the
business hours of these outlets and location.

India is the third largest market for alcoholic beverages in the world. The
demand for spirits and beer is estimated to be around 373 million cases.
(Source: Annual Report, Government of India, Ministry of Food
Processing Industries).

In India, majority of distilleries manufacture alcohol from Sugar Cane

Molasses compared to international trend of grain based (rice, wheat,
millet, Barley, corn and oat) alcohol. In India, since alcohol is largely
produced from sugarcane molasses, the industry is cyclical in nature, as
sugarcane production itself is affected every 3-4 years due to monsoon

15
and other factors, resulting in low availability of molasses. Alcohol
industry is the second largest source of revenue of the State Exchequer –
Rs.25000 cores. The Industry turnover is ~Rs.54,000 core (Source:
Euro monitor International 2009). It is the only Industry where inputs
are decontrolled (free market price) and output is controlled (selling
price is determined by State Excise in most States).

India has traditionally been among the world’s lowest per capita
consumers of foreign spirits such as whisky, rum, brandy, vodka and
gin. Indian Made Foreign Liquor (IMFL) is an industry term of art in
India used to describe these foreign spirits that are now made in India,
which are distinguished from traditional country liquor, historically

16
Manufactured in India. In addition, IMFL is distinguished from beer and
wine. Indian Spirits Sector - Overview Indian Liquor Industry with
estimated market value of INR 340 billion is growing at 12-15% over
the last two years. The sector is expected to maintain its CAGR of ~15%
while the premium segment Wine and Vodka is expected to grow at a
higher rate. With consolidation and foreign acquisitions gaining steam
the sector is about to witness next phase with realization rising in line
with that of their foreign counter parts. There are 325 distilleries in
India, with an installed capacity of about 3.58 billion liters of liquor.
However, production rate is about 40% of total licensed capacity as total
requirement of liquor stands at 1.3 billion liters. Major National Player’s
united spirits with about 60 % of market share in IMFL is the undisputed
leader.

17
 1.3 LITERATURE REVIEW

Literature Review is a conscious effort of reviewing the existing literature and gaining fruitful ins

(A) FACTORS AFFECTING CONSUMER BEHAVIOUR

As part of the study of consumer behavior it is essential to learn the factors
affecting Consumer behavior. Hawkins, Best, Coney and Mokherjeein their book
on Consumer Behavior discussed several factors affecting consumer behavior
for buying such as demographic and social influences (family and household),
group influence, impact of advertising and internal influences (learning,
perception, attitude etc.). The book elucidated the topics such as types of consumer
decisions, purchase involvement and product involvement. The book also
emphasized on information search process and various ways for providing relevant
information to the consumers are recommended in this study. The book has further
emphasized on individual judgment and proposed that the ability of an individual
to distinguish between similar stimuli which could involve many variables related
to individual preferences

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 ORGANISATIONAL CULTURE

DEMOGRAPHIC AND SOCIO- CULTURE

FACTORS AFFECTING CONSUMER BEHAVIOUR

PERSONALITY INFLUENCERS

ECONOMIC CONDITIONS

BRAND AND PRODUCT PROFILE

Figure No. 1: Factors affecting Consumer Behavior

An Empirical Study the efforts have been made to examine the impact/influence of
salesperson’s behavioral traits- Ethical Behavior, listening ability, relational skills
and emotional intelligence on the coinciding purchasing behavior of the customer.
The outcome of this study emphasizes the soft skills of a salesperson, which is
otherwise disregarded as an antecedent variable, accordingly providing insights for
salespersons in refining their selling behavior. As the result of the study indicates a
salesperson should understand importance of the required skills and strive to
develop these skills. Further, the findings of the study would also help the retailers
in ensuring that the salesperson develops the required skills by consistently
keeping a check on them

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 (B) FACTORS LINKED TO DEMOGRAPHY

Demography arrangements also have an impact of the consumer behavior. The

kids, adolescent, grown up adult, mid age and old age people have different
personalities and different set of values. The attractive features of products may
have separate impact on different age group of consumer, also it may have separate
impact on the area that people dwell. . The study by deva prasanna presents a
review of the literature that there is marvelous complication in consumer behavior.
There may be several aspects both rational and emotional that may act mutually in
influencing the purchase decision. The age factor, gender, place / location etc. Has
huge impact in the response from the consumers. The study also examines the
relationship between the factors brought out and demographic factors like age and
monthly income. The study observes that the factors for selecting packaged food
include health, convenience, proximity, mood, price, brand, and sensory appeal.
Additionally it is found that 3 factors, namely health, convenience and mood, have
significant relationship with age, and four factors, namely health, mood, price and
brand, have significant relationship with monthly income. The study reveals that
consumers with income less than Rs.5000 give more importance to health, mood
and price, whereas brand as a factor is more significant for higher income
consumers. These findings reveal the characteristics of the target audience, which
can be taken into consideration by the marketers while designing the product.

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 (C)CONSUMER PREFERENCE & ATTITUDE

TECHNOLOGI- CAL FACTORS

LUENCERS TO CONSUMER PREFERENCE AND ATTITUDE NEED FOR UNIQUENESS

GROWING CONCIOUSNESS

BRAND ABUNDANCE

QUALITY AND INNOVATIONS IN PRODU

Figure No. 2: Influencers to Consumer Preference & Attitude

The preference, choice, demand, attitude and actions of consumers are interlinked.
Also they all have impact on purchase decisions of consumers. Dr.
K.Alagarsamy& S. Wilson through their literary work on “A Study on Customer
Behavior on alcohol/liquor industry” ,state that it has gone many changes based
on privatization, globalization and liberalizations adopted by government of India.
Customer is the king in the present day. Today the customer services preference

21
keep on changing at a rapid speed and their demands. Today the challenging and
tough job for the industry is retaining their existing customer base and acquiring
new customer. The aim of an industry is to make customer satisfaction and to meet
there demands. To achieve the highly challenging task of customers’ satisfaction
all the industries are turning to technology for help. Industries are not only
satisfying the customer but must also trigger the attitude of the customers towards
there varieties of product.

(D) QUALITY & INNOVATIONS

Consumer Behavior demonstrates largely the willingness to be associated with

the brand and the usage pattern. The organizations keep working towards their
attractive features in order to attract customers. Quality management of products
and innovations form important measure so as to retain & acquire customers.
Karunik and Schiffmanin their book on Consumer Behavior have highlighted the
dynamic business environment and they it be turbulent as never before & the
service industry as promising as never before. In this era of intense competition
companies understand the customer is the king in the market and success depends a
lot on the efficiency of the managers in delivering the promised product or
services. The responsibility lies on the organizations to develop a culture, ethics,
responsibility, value and quality services should be offered to achieve higher level
of customer satisfaction. Dynamic consumer behavior is required to analyse
various factors affecting consumer purchase decision directly or indirectly. C.
Lovelock & J. Writzauthored the book Services Marketing while emphasizing on
services marketing as a broad area and placed marketing issues within a broader
general management context while offering a balanced focused on close ties that
link marketing, operations and human resource marketing. It also relates the

22
understanding of consumer behavior function to develop appropriate marketing
strategy. Service triangle, feature of services and service marketing strategies are
also discussed in this book with detailed explanation of service quality model. The
study by Manaktola & Jauhariwas conducted in NCR Delhi, India which explored
consumer attitude and behavior towards the green practices in lodging industry.
They identified the willingness of consumers to pay for green hotels. The findings
of the study were that there was the significant relationship between consumer
attitudes and behavior towards green practices in hotel industry but only 15% of
the consumers were willing to pay for environmental initiatives.

(E) REVIEW OF SELECTED EXISTING MODELS OF CONSUMER

BEHAVIOUR
Behavioral Models for every process & function support the growth of the same.
There have been studies conducted and models developed towards understanding
consumer behavior. Massively the models suggest the Input to the process as the
stimuli and behavior as the output of the system. One of the prominent models is
Howard Sheth Model and Engel – Blackwell – Miniard Model.

Howard Sheth Model - The model suggests that the learning, perception and
attitudes influence the consumer behavior. The model emphasizes on three aspects
towards the overall Model: Input, Constructs and Output. These all are variables at
their respective stages. The Input considered in the model is the Stimuli in the form
of Significative stimuli: Tangible characteristics of the product in the form of
Quality, Price, Distinctiveness, services rendered & availability of the product.
Symbolic Stimuli: The characteristic in the significative stimuli gets

23
influenced by their promotions. The motivation created through this process is
termed as symbolic stimuli. Social Stimuli: Motivation & influences generated
through the family, friends and social groups. The Construct considered in the
model provides the variables that influence the decision making. They may be
internal perceptions (Perpetual Constructs) or the motives considered by the buyers
(Learning Constructs). At this stage the buyer progresses towards the buying
process however has every possibility of holding the decision due to inhibitors or
other external influences. The buying decisions that usually require high
engagement goes through this extensive process. The decisions for the low
engagement process usually travel straight from Input to Output.The Output is
massively towards the result of the Purchase decision while undergoing the mental
process of creating attention, gathering comprehension, developing attitude and
resulting into Purchase or restraining from it.

Engel – Blackwell – Miniard Model - The Model was originally contributed by

Engel – Kollat – Blackwell and with more of contribution in this respect finally the
Model was prescribed with the contribution of Miniard& termed as Engel –
Blackwell – Miniard. This Model is a multidimensional effort towards
coordination among the perceptual pattern of buyers reflected in their decision
making process. Just as Howard Sheth Model even this model highlights that the
High engagement purchases requires complex decision process. This model
reflects the Input in terms of the Stimuli towards purchase leading to Information
processing & assisting the Purchase decision process. The Decision process
simultaneously also get influenced by the Environmental influencers and
Individual differences

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 1.4 OBJECTIVE OF THE STUDY

THE OBJECTIVE OF THE STUDY IS LISTED BELOW:

1. The main objective of this study is to find out the consumer

behavior towards liquor industry or alcohol.

2. To study the consumption pattern of alcohol or liquor.

3. To study the factors affecting buying behavior of liquor or

alcohol.

4. To study consumer brand preference of alcohol in India.

5. To identify the most commonly preferred category of alcohol.

6. To identify the most commonly preferred source of purchase.

7. To identify the most commonly preferred source of purchase.

SO, THIS IS THE OBJECTIVE OF THE STUDY.

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 1.5 RESEARCH METHODOLOGY

Methodology is the systematic theoretical analysis of the methods

applied to a field of study. It compromises the theoretical analysis of the
body of methods and principal associated with a branch of knowledge.
typically, it encompasses concepts such as paradigm theoretical model,
phases and quantitative or qualitative techniques.

The market study of the Indian alcoholic beverages market is incorporated by extens

A methodology does not set out to provide solutions-it is therefore, not

the same as a method. instead, a methodology offers the theoretical
underpinning for understanding which method, set of methods, or best
practices can be applied to specific case, for example to calculate a
specific result.

Primary data – primary data means the data that has been collected
specially for the purpose in mind. It means someone collected the data
from the original source first mind. In this form of data collection,
researchers can personally ensure that primary data meets the standards

26
of quality, availability, statistical power and sampling required for a
particular research question.

With globally increasing access to specialized survey tools, survey firms

and field manuals, primary data has become a dominant source for
empirical inquiry in development economics.

Secondary data - secondary data means it is one type of quantitative data

that has already been collected by someone else for a different purpose
to yours.

Secondary data analysis can save time that would otherwise be spent
collecting data and particularly in the case of quantitative data can
provide larger and higher quality databases that would be unfeasible for
any individual researcher to collect on their own.

In addition, analysis of social and economic change considers secondary

data essential since it is impossible to conduct a new survey that can
adequately capture past change and /or developments. However
secondary data can be less useful in marketing research as data may be
outdated or inaccurate.

27
This project involves data, both from secondary as well as primary
sources.

The sample size for the primary data is 63

To depict the primary data pie-charts, bar graphs, histograms, line charts
and column charts have been used.

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 1.6 LIMITATIONS OF THE STUDY

THE LIMITATIONS OF THE STUDY IS:

1. Survey is limited to the people of West Bengal.

2. A very limited survey would be done as time is very confined.

3. Based on the limited survey statistics would be made.

4. Every individual does not answer to the survey sincerely

5. Consumer preference on a particular brand is a very vast area of

study cannot be depicted in confined manner.

SO, THESE ARE THE LIMITATIONS OF THE STUDY.

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SWOT ANALYSIS

STRENGTH WEAKNESS

1. RECESSION PROOF 1. MULTIPLICITY OF TAXES.

INDUSTRY.
2. BAN ON ADVERTISING.
2. INDIA- AN ATTRACTIVE
MARKET FOR LIQUOR. 3. INTER-STATE TRANSFER
FEES ON MOLASSES.
3. FAVOURABLE
DEMOGRAPHICS. 4. LIMITED STOCK KEEPING
UNIT RESULT IN SLOWER
DISTRIBUTION EXPANSION.

OPPORTUNITY THREAT

1. LOW PER CAPITA 1. INCREASING COMPETITION.

CONSUMPTION OF LIQUOR
IN INDIA- ROOM FOR 2. INAPPROPRIATE AND DELAY
GROWTH. IN GOVERNMENT POLICIES.

2. RISING MIDDLE CLASS. 3. RELIGIOUS INFLUENCE.

3. INCREASE IN DIPOSABLE 4. INCREASING RAW MATERIAL

INCOME AND COST.
DISCRETIONARY SPENDING.

30
 CHAPTER-2
2.1 CONCLUSION
While working on the project I understood that a customer is the king it
is very important for every industry, organization etc to understand the
needs and wants of their customer and try to satisfy them. And secondly,
I also understood that packaging, brand name quality, price etc could be
treated as the most valuable tools in today’s marketing to satisfy the
customers need. Necessitating more detail analysis of its elements and
an impact of those elements on consumers buying behavior.

According to my research I found out that most consumer or respondent

like the product(liquor) quality after they purchased their desired
packaged products (liquor). Based on those facts we cannot say that
there is a 100% equal relationship between good package and good
product quality, but there is a positive thinking and trend about well-
designed package shows high product quality. As a matter of fact,
people are becoming more and more demanding. Packaging, brand
name, quality etc has shown the important role in a way to serving
consumer by providing information and delivering functions. With its
different functionality to ease and to communicate with consumers, there
is no doubt about increasingly important role of packaging, brand name,
quality etc as a strategic tool to attract consumers’ attention and their
preparation on the product (liquor).

And from the survey part from this project we can see that
31
Beer: most preferred product

Budweiser: most preferred beer

Budweiser is the brand of beer which has gained popularity among all
the age groups belonging to different professional background and has
shown brand loyalty towards it.

32
RECOMMENDATION

The suggestions made in this section are based on the primary data as
well as from the secondary data and consumer behavior study conducted
as a part of “consumer behavior on liquor industry”. The suggestions are
arranged in order of priority.

1) Perform a detail demand survey at regular interval to know about

the unique needs and requirements of the consumer.
2) The companies should make hindrance free arrangements for its
customers to make any feedback or suggestions as An when they
feel
3) The companies should bring some more flavors in beer
4) The distribution of beer should increase
5) The companies should use new attractive system of word of mouth
advertisement.
6) The companies should be always in a position to receive
continuous feedback and suggestions from its customers as well as
from the market and try to solve it without any delay to establish
its own good credibility.
7) A strong watch should be kept on distributors so that goodwill of
the brand doesn’t get affected.

33
BIBLIOGRAPHY

1. Ahlström-Laakso, S. (2014). European drinking habits: a review of the research

and some suggestions for conceptual integration of findings. In M.W. Everett., J.O.
Waddell and D.B. Heath (eds.), Cross Cultural Approaches to the Study of
Alcohol: An Interdisciplinary Perspective. The Hague: Mouton.

2. Ahlström-Laakso, S. (2019). Finnish drinking habits: A review of research and

trends in acute effects of heavy drinking. In N. Krasner., J.S. Madden and R.J.
Walker (eds.), Alcohol Related Problems: Room for Manoeuvre. New York:
Plenum Press.

3. Aitken, P.P. and Jahoda, G. (2013). An observational study of young adults’

drinking groups: I. Drink preferences, demographic and structural variables as
predictors of alcohol consumption. Alcohol and Alcoholism., 18: 135-150.

4. Akers, R.L. and La Greca, A.J. (2017). Alcohol use among the elderly: Social
learning, community context and life events. In D.J. Pittman and H.R. White
(eds.), Society, Culture and Drinking Patterns Reexamined. New Brunswick, NJ.:
Rutgers Center of Alcohol Studies.

5. Akutsu, P.D., Sue, S., Zane, N.W.S. and Nakamura, C.Y. (2016). Ethnic
differences in alcohol consumption among Asians and Caucasians in the United
States: An investigation of cultural and physiological factors. Journal of Studies on
Alcohol, 50(3): 261-267.

6. Alvarez, F.J., et al. (2015). Alcohol consumption in young adults in the rural
communities of Spain. Alcohol and Alcoholism, 26 (1): 93-101.

34
7. Alvira, M.F. (2016). Changes in the consumption of alcoholic drinks in
Spain. Revista Española de Investigations Sociologicas, 34: 11-130.

8. Amsterdam Group, The. (2018). Response to the WHO European Regional

Office Comment on the Amsterdam Group Report "Alcoholic Beverages And
European Society". London: The Amsterdam Group.

9. Andreasson, S., Allebeck, P. and Romelsjo, A. (2018). Alcohol among young

men: A longitudinal study of Swedish conscripts. British Medical Journal, 296:
1021-1025.

10. Anusree Mitra and John G. Lynch, Jr.; ―Advertising Effects on Consumer
Welfare: Prices Paid and Liking for Brands Selected‖; Kluwer Academic
Publishers, Manufactured in the Netherlands; pp. 19-29; 2016. approaches (3rd
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and Information Science Research, 30(4)

11. Atkin, C. (2007). Alcoholics beverage advertising: its content and impact. In
Control Issues in Alcohol Abuse Prevention: Strategies for States and
Communities, Advances in Substance Abuse, Suppl. 1, Greenwich, CN: JAI Press
Inc. 267-287. August , 281-292.

35
ANNEXURE

5.QUESTIONNAIRE

Q1. HAVE YOU EVER CONSUMED ALCOHOL?

 YES
 NO
 SOMETIMES

Q2. REASON FOR ALCOHOL CONSUMPTION?

 SOCIALIZING
 WORK
 PRESSURE
 LEISURE
 CASUAL DRINKING
 OTHERS

Q3. FREQUENCY OF CONSUMPTION?

 DAILY
 WEEKLY
 MONTHLY
 OCCASIONALLY
 YEARLY
36
Q4. DO YOU USUALLY PREFER BRANDED ALCOHOL?

 YES
 NO
 SOMETIMES

Q5. PLACE USUALLY PREFER FOR ALCOHOL?

 HOME
 PARTY
 BAR CUM RESTAURANTS
 HOTELS
 OTHERS

Q6. TYPE OF ALCOHOL USUALLY CONSUMES?

 WHISKY
 VODKA
 BEER
 RUM
 GIN
 LOCAL ALCOHOL
 SCOTCH
 WINE

37
Q7. FAVOURITE BRAND?

 BUDWEISER
 JACK DANIELS
 MAGIC MOMENTS
 YELLOW TAIL
 JOHNNY WALKER GOLD LABEL RESERVE
 ABSOLUT VODKA
 TUBORG
 CORONA
 OTHERS

Q8. WHAT DO YOU LIKE ABOUT ALCOHOL?

 TASTE GOOD
 IT HELPS TO OVERCOME DEPRESSION
 IT MAKES FEEL RELAXED AND GOOD

Q9. WOULD YOU LIKE TO SWITCHOVER OTHER BRAND OF ALCOHOL?

 YES
 NO
 SOMETIMES

38
Q10. IF YES THEN WHY?

 PRICE
 TASTE
 QUALITY
 AVAILABILITY

Q11. IF NO THEN WHY?

 PRICE
 QUALITY
 TASTE
 AVAILABILITY

Q12. WHAT IMPROVEMENT DO YOU WANT IN YOUR BRAND WHICH

YOU USUALLY CONSUME?

 TASTE
 PRICE
 QUALITY

Q13. WHY DO YOU START CONSUMING ALCOHOL?

 PEER PRESSURE
 CURIOSITY
 INFLUENCE OF AN ADULT
 BECAUSE YOU FELT LIKE IT
39
Q14. FACTORS AFFECTING BUYING BEHAVIOUR OF ALCOHOL?

 PRICE
 TASTE
 QUALITY
 ADVERTISEMENT
 PACKAGING
 BRAND NAME

Q15. YOUR BRAND IS SUPERIOR TO OTHER BRAND BECAUSE

POPULARITY

 TASTE
 QUALITY
 PACKAGING
 PRICE

Q16. DO YOU EVER DRIVE AFTER DRINKING?

 YES
 NEVER
 SOMETIMES
 SOMETIMES

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Q17. IN THE LAST 3 WEEKS HOW MANY TIMES HAVE YOU HAD
DRINKS AT A SITTING?

 0-1
 1-3
 3-5
 5-7
 MORE THAN SEVEN
 NONE OF THE ABOVE

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