PTVA s Institute of Management

Marketing Research Submitted to: Prof. Shalini Kakkar

Submitted By: -Harsha Kaushal, Roll No. 27 -Abhishek Shukla,Roll No. 54

Project Report on
"Consumer Behavior towards Beer Market" Beer Industry
The Indian beer industry is quite large at around 65 mn cases (12 bottles of 650 ml each) and in the last 3 years has grown at 14% annum is the unrestricted markets. The per capita consumption stands at a low 0.5litre. Beer manufacturing requires a license from the centre, which is ratified by the respective state. Till 1989 licensing was restricted, in 1989, the central government relaxed the policy and accepted 460 applications for new projects. Only a few were cleared and fewer still have actually come on ground, on account of the low and uneconomical capacity of 5,000 kilolitres per annum licensed by the government. However the capacity is released to 15,000 kilolitres per annum for NRI proposals with100% foreign equity, of which minimum 51% has to be on a non repatriable basis. UB, Mohan Meakins and Shaw Wallace are the only companies with a national presence. Companies such as Associated Breweries have built-up strong regional brands while operating only in the beer business UBsKingfisher is the market leader followed by Hayward 5000, which has emerged as the second largest selling brand in the market.

OBJECTIVES OF THE STUDY Main Objective:

To study consumers brand preference of beer in Mumbai &nearby areas.

To study the factors affecting buying behavior of beer.

RESEARCH DESIGN:
The design of research project is the plan that ties the data collected to questions or hypothesis posed, thereby linking the data to the conclusions to be drawn. Marketing research projects are either exploratory or conclusive in nature d e p e n d i n g o n t h e o b j e c t i v e s . I n t h is e x p l o ra t o r y re s e a rc h ha s b e e n conducted in finding the extent of acceptance of newly launched Genius Pre s t i g e w h i s k y , it s s t re n g t h s a n d w e a k n e s s t h ro u g h c u s t o me rs a nd retailers.

Data Collection sources:

Gathering the data from primary as well as secondary sources will complete the data collection process.

PRIMARY SOURCES
Primary data collection process will be carried out by personally interviewing the targeted consumers.

SECONDARY SOURCES
The collection of secondary data on liquor is a very tedious. However, secondary data can be collected through following sources

EXTERNAL SOURCES
Business Magazines (Business Today, Business India, Business World and A&M)Newspapers (Economic Times, Business Standard, Business Line, Financial Express, The Observer of Business and Politics, The Pioneer).Excise department

DATA COLLECTION METHOD:

Data collection will be done through a very useful & popular s ur v e y me t h o d . T h e s ur v e y w i l l b e c o nd u c t e d t h r o u g h p e rs o na ls interviews to record the consumers perception, attitude towards beer. To understand each individual response, the personal interview method is better than other methods like telephonic interviews, m a i l i n g q u e s t i o n n a i r e e t c . B e c a u s e t h i s m e t h o d g i v e s t h e researcher enough flexibility to ask any other question which is relevant for research. DATA COLLECTION INSTRUMENT The survey method was used for the research; the personal interviews will be conducted with the help of a structured questionnaire. SAMPLING PLAN Place: Mumbai Target Respondents: Consumers Sampling Procedure: Convenient sampling Sample Size: 100 Consumers ASSUMPTIONS OF THE PROJECT: 1. The sample size of 100 is for representative of the population. 2. Respondents have no bias.

A)Factor Analysis
Communalities Initial Availability Brandloyalty Taste Bottle Price Can 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .773 .655 .491 .688 .404 .598

Extraction Method: Principal Component Analysis. Total Variance Explained Compon ent 1 2 3 4 5 6 Total 2.254 1.354 .956 .632 .539 .265 Initial Eigenvalues % of Variance 37.571 22.567 15.933 10.531 8.977 4.421 Cumulative % 37.571 60.138 76.071 86.602 95.579 100.000 Extraction Sums of Squared Loadings Total 2.254 1.354 % of Variance 37.571 22.567 Cumulative % 37.571 60.138

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 Availabity Brandloyalty Taste Bottle Price Can .877 -.369 .615 .569 -.239 .769 2 .061 .720 -.337 .604 -.588 -.085

Extraction Method: Principal Component Analysis. a. 2 components extracted.

Two factors considered affecting the purchase behavior of Beer: 1)Factor1: Availabilty and Can. 2)Factor2:Brand Loyalty And bottle.

2)Most preferred Brand:

Rank4kingfisher Cumulative Frequency Valid Highest higher neutral lower lowest Total 25 24 10 16 25 100 Percent 25.0 24.0 10.0 16.0 25.0 100.0 Valid Percent 25.0 24.0 10.0 16.0 25.0 100.0 Percent 25.0 49.0 59.0 75.0 100.0

carlsberg Cumulative Frequency Valid Highest higher neutral lower lowest Total 16 28 22 12 22 100 Percent 16.0 28.0 22.0 12.0 22.0 100.0 Valid Percent 16.0 28.0 22.0 12.0 22.0 100.0 Percent 16.0 44.0 66.0 78.0 100.0

Tuborg Cumulative Frequency Valid Highest higher neutral lower lowest Total 19 28 22 9 22 100 Percent 19.0 28.0 22.0 9.0 22.0 100.0 fosters Cumulative Frequency Valid Highest higher neutral lower lowest Total 25 27 13 16 19 100 Percent 25.0 27.0 13.0 16.0 19.0 100.0 Valid Percent 25.0 27.0 13.0 16.0 19.0 100.0 Percent 25.0 52.0 65.0 81.0 100.0 Valid Percent 19.0 28.0 22.0 9.0 22.0 100.0 Percent 19.0 47.0 69.0 78.0 100.0

Londonpilsner Cumulative Frequency Valid Highest higher neutral lower lowest Total 22 22 19 12 25 100 Percent 22.0 22.0 19.0 12.0 25.0 100.0 Valid Percent 22.0 22.0 19.0 12.0 25.0 100.0 Percent 22.0 44.0 63.0 75.0 100.0

Millerlite Cumulative Frequency Valid Highest higher neutral lower lowest Total 19 28 31 6 16 100 Percent 19.0 28.0 31.0 6.0 16.0 100.0 Valid Percent 19.0 28.0 31.0 6.0 16.0 100.0 Percent 19.0 47.0 78.0 84.0 100.0

Foster is the most preferred brand by most of the respondents (52%)

3) Brand Loyalty:
Increase in price affect Brand Loyalty:
Cumulative Frequency Valid yes no Total 47 53 100 Percent 47.0 53.0 100.0 Valid Percent 47.0 53.0 100.0 Percent 47.0 100.0

53% of the respondents said that increase in price will not affect their Brand Loyalty brand.

4)Correlation Regression
Coefficientsa Unstandardized Coefficients Model 1 (Constant) addiction peerpressure statussymbol stressbuster taste1 2 (Constant) addiction statussymbol stressbuster taste1 3 (Constant) addiction statussymbol stressbuster 4 (Constant) addiction stressbuster 5 6 (Constant) stressbuster (Constant) B 1.520 -.053 .042 -.062 .092 -.053 1.563 -.061 -.039 .084 -.034 1.452 -.050 -.028 .066 1.406 -.051 .058 1.315 .040 1.430 Std. Error .200 .042 .046 .047 .044 .046 .194 .041 .039 .043 .041 .142 .039 .037 .038 .127 .039 .036 .107 .034 .050 .121 -.142 .174 -.138 -.079 .198 -.170 -.112 .252 -.100 -.146 .119 -.179 .276 -.155 Standardize d Coefficients Beta t 7.616 -1.245 .928 -1.333 2.088 -1.166 8.065 -1.481 -.991 1.946 -.842 10.242 -1.275 -.747 1.761 11.066 -1.321 1.618 12.251 1.208 28.740 Sig. .000 .216 .356 .186 .040 .246 .000 .142 .324 .055 .402 .000 .205 .457 .081 .000 .190 .109 .000 .230 .000

a. Dependent Variable: Drinkbeer Stress buster is a crucial reason why the respondents choose to drink.

Conclusion

 The Findings of the research are as follows: A) Two factors considered affecting the purchase behavior of Beer: 1) Factor1: Availability and Can. 2) Factor2: Brand Loyalty and bottle. B) Foster is the most preferred brand by most of the respondents (52%). C) 53% of the respondents said that increase in price will not affect their Brand Loyalty brand. D) Stress buster is a crucial reason why the respondents choose to drink.