Research For Marketing Decisions

THE CHANGING BEHAVIOUR OF

ALCOHOL CONSUMPTION AMONGST
THE WOMAN POPULATION IN INDIA

GROUP C01
 INTRODUCTION

• India is the third largest global spirits market by volume in the world.
• The factors affecting growth are urbanization, rise in disposable income,
changing social norms.
• Though the market is heavily skewed towards men but women are making wider
life choices as compared to their peers and are becoming an important market
segment.
 MARKETING DECISION PROBLEM

From The Perspective Of Alcohol Distillers

The Women Consumers Are Turning Into A
Major Revenue Generator And A Decision
Needs To Be Taken Whether Woman
Centric Alcohol Advertisements Should Be
Conceptualized & Aired
 MARKETING RESEARCH PROBLEM

• The effectiveness of the current advertisements, i.e. are they

influencing the purchase decisions of women consumers in
anyway?
• Whether a new advertisement promoting alcohol beverages
primarily focussed on woman would in any way change the
choices they currently make and will it also change the way
men perceive that drink?
• Also, if advertisements specifically focused on woman will
induce non-drinking female population to try those
beverages?
• If decision to produce ad’s targeted at woman is taken, then
what kind of ad’s and through which medium will have the
maximum impact?
 RESEARCH DESIGN

In-Depth
Analysis
MDP Interview Questionnaire
& We conducted in- Design
MRP depth interviews of We analysed the
drinkers and non- FGD Based on the insights dataset using SPSS
We stated our from IDI and FGD we
drinkers We then conducted
research by went about collecting
defining the MDP two focus group primary data for
and MRP discussions running quatitative
1. Women drinker tests
2. Women non-
drinkers
 INSIGHTS FROM IN-DEPTH
INTERVIEWS
Impact Of
Reasons For Starting Introducing Women
Peer Pressure, Curiosity & Inclusivity Centric Ads
Discourage Male Consumers,
Breaking Stereotypes, Medium
Of Advertising & Move
Towards Societal Acceptance
Reasons For
Choosing A Societal Prejudice
Peer Judgement,
Particular Brand Characterization Of Women
Word Of Mouth, Affinity To & Family Values
The Taste & Advertisements

Views On The Prevailing Ads

Gender Biased Ads & Objectification Of Women
Reasons For Not Drinking
Health Concerns, Religious Reasons & Lack Of An Opportunity
 KEY TAKEAWAYS FROM FGD

Reasons for starting Reasons for not consuming

Lack of interest trumped societal
1 Taste, social acceptance to unwind after
a hectic day.
1 acceptance, bad taste, smell &
intoxication.

Impact of ads on them Impact of ads on them

Felt that current ads were male centric.
2 New ads would tempt them to try but
repeat purchase would be solely taste
dependent.
Help in breaking social
stereotypes
Women centric ads would change the
3 societal perceptions about women
drinking.
The ads will not impact them as they
2 have already made their choice of not
consuming.
Help in breaking social
stereotypes
Women centric ads would change the
3 societal perceptions about women
drinking which has come about by the
negative portrayal of women drinking
movies & serials.
 SURVEY

Aim
After conducting the focus group studies and personal interviews we
prepared a survey .The basic aim of conducting the survey to gather
primary data for doing quantitative analysis for our findings from the
earlier analysis.

Response
We received 127 responses on our questionnaire. Out of the total
responses received 70 percent were from men and 30 percent from
women.
SURVEY ANALYSIS
SURVEY ANALYSIS
 QUANTITATIVE RESEARCH
INSIGHTS

As the significant value is less that 5%, results show As the significant value is less that 5%, results show
that there is a significance difference among the that there is a significance difference among the
brand recall value among men and women. brand recall value among drinkers and non-drinkers.
REGRESSION INSIGHTS

REGRESSION
Dependent Variable: Frequency of Consumption

Independent Variables: Age, Work Experience, Tagline

Recall

Conclusion: From the regression model we could not find a

significant correlation between tagline recall and the
frequency of consumption.
 FINDINGS

INSIGHTS

Based On Both Quantitative And Qualitative Analysis We Can

Conclude That Introducing Ads Will Not Have Direct Impact On
Increasing Alcohol Consumption. However, It Can Change The
Society’s Perspective Towards Acceptance Of Women
Drinking.
That’s all. Thank you! 
Any Questions?

Abhilasha Kamble 1801132

Garima Nayak 1801142
Namitha K 1801149
M Karthik Kumar 1801155
Nishant Bansal 1801160
Raju V 1801166