GURU NANAK COLLEGE OF ARTS,SCIENCE & COMMERCE.

 NIKHIL SAVANT 19  BHIMA THANAGANI 25  VIVEK JOHN 33  RYAN FERNANDES 36  VIJAYA BALAJI  UPKAR SING 50

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Drinking practices vary substantially among different countries and different masses. But both alcoholic beverages are very popular among all ages of people. The alcoholic drinks market is broadly classified into five classes, starting from beers, wines, hard liquors, liqueurs and others. The Indian alcoholic market has been growing rapidly for the last ten years, due to the positive impact of demographic trends and expected changes like rising income levels, changing age profile, changing lifestyles and reduction in beverages prices. Beer and wine are perhaps the oldest and most popular of all alcoholic beverages in the world. Indias country liquor industry is known for chaotic business, and estimated at Rs 220 billion, with annual volume sales of over 200 million cases. Of course, the India-made foreign liquor (IMFL) sales are pegged at around 150 million cases, and growing at 8 to 10 per cent annually. IMFL and country made liquor account for the bulk of alcoholic consumption. The Indian beer Industry has been witnessing a steady growth rate of 7-9 per cent per year for the last ten years. Per capita beer consumption is still low at 0.7 litre per year. Though the current growth is pitched at 13 per cent, the total beer market is expected to more than double to 23.3 million hectoliters by 2012. Apart from Kingfisher and Fosters Beer, the other brands in the Indian market are Carling Black Label, Carlsberg, Dansberg, Golden Eagle, Haywards 5000,Premium Lager, Kingfisher Strong, Hi-Five etc. to name a few. India has emerged as one of the fastest growing markets for wine consumption on the global map. The Indian wines are growing annually at the rate of 25 per cent. With a population base of over 1.1 Billion, the consumption of wine is extremely low, indicating vast potential for future growth. Champagne Indage has been the pioneer in making French style wine in India.

Grover Vineyards and Sula Vineyards too have made smart strides in a short time span. Recently, companies in the Indian Made Foreign Liquor (IMFL) space like Diageo, United Breweries and Seagrams too have ventured into making wine. Other majors players in this field are United Spirits Ltd, Mohan Breweries & Distilleries Ltd, Jagatjit Industries Ltd, Empee Distilleries Ltd. Radico Khaitan Ltd. ,Indus Wine .etc. to name a few. The total liquor industry is worth Rs 20 billion. IMFL accounts for only a third of the total liquor consumption in India. Most IMFLs are cheap and priced very low. Whisky accounts for 60 per cent of the liquor sales, while rum, brandy and vodka account for 17 per cent, 18 per cent and 6 per cent respectively. India presents a huge growth potential for alcoholic beverages sales. The government is planning to do away with the licence requirement for manufacturing potable alcohol. Scrapping the licencing requirement would boost manufacture of beer, wine, whisky, rum, brandy and other alcoholic beverages. Increasing GDP, favourable growth in the demographics with a growing urban middle class, growth of modern retail formats, hopeful rationalization of the taxation rules and ban on local country liquor and rising health consciousness, age preferences will act in favour of the growth of alcoholic beverages in India in the near future.

India

 In some states of India alcoholic drinks are banned (as in

the states of Gujarat and Mizoram). Prohibition has become controversial in Gujarat following a July 2009 episode in which widespread poisoning resulted from alcohol that had been sold illegally.  The state of Andhra Pradesh had imposed prohibition under the Chief Ministership of N. T. Rama Rao, but this was subsequently lifted.  Certain national holidays such as Independence Day and Gandhi Jayanti (birthdate of Mahatma Gandhi) are meant to be dry nationally. Dry days are also observed on voting days. All of the Indian states observe dry days on major religious festivals/occasions depending on the popularity of the festival in that region

Effects of alcohol on health

 Short-term effects of alcohol consumption include intoxication and

dehydration. Long-term effects of alcohol include changes in the metabolism of the liver and brain and alcoholism (addiction to alcohol).  Alcohol intoxication affects the brain, causing slurred speech, clumsiness, and delayed reflexes. Alcohol stimulates insulin production, which speeds up glucose metabolism and can result in low blood sugar, causing irritability and (for diabetics) possible death. Severe alcohol poisoning can be fatal.  A blood alcohol content of .45% in test animals results in a median lethal dose of LD . This means that .45% is the concentration of blood alcohol that is fatal in 50% of the test subjects. That is about six times the level of ordinary intoxication (0.08%), but vomiting or unconsciousness may occur much sooner in people who have a low tolerance for alcohol. The high tolerance of chronic heavy drinkers may allow some of them to remain conscious at levels above .40%, although serious health dangers are incurred at this level.

 Alcohol also limits the production of vasopressin (ADH) from the

hypothalamus and the secretion of this hormone from the posterior pituitary gland. This is what causes severe dehydration when large amounts of alcohol are drunk. It also causes a high concentration of water in the urine and vomit and the intense thirst that goes along with a hangover.  Alcoholism can lead to malnutrition because it can alter digestion and the metabolism of most nutrients. Severe thiamine deficiency is common in alcoholism due to deficiency of folate, riboflavin, vitamin B6, and selenium ; this can lead to Korsakoff's syndrome. Alcoholism is also associated with a type of dementia called Wernicke-Korsakoff syndrome, which is caused by a deficiency in thiamine (vitamin B1).  Muscle cramps, nausea, loss of appetite, nerve disorders, and depression are common symptoms of alcoholism. Osteoporosis and bone fractures may occur due to deficiency of vitamin

Data Collection sources

 Gathering the data from primary as well as

secondary sources has PRIMARY SOURCES  Primary data collection process was carried out by personally interviewing the targeted consumers. SECONDARY SOURCES  The collection of secondary data on liquor is a very tedious. However, secondary data are collected through articles,internet etc

DATA COLLECTION METHOD

 Data collection has been done through a very

useful & popular survey method. The survey was conducted through personal interviews to record the consumer s perception, attitude towards Liquor. To understand each individual response, the personal interview method is better than other methods like telephonic interviews, mailing questionnaire etc. Because this method gives 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 were conducted with the help of a structured questionnaire.

SAMPLING PLAN

 Place: Mumbai  Target Respondents: Consumers  Sampling Procedure: Convenient sampling  Sample Size: 50 Consumers

How often do you currently drink alcohol?

.Once a week 16.00% More than once a week 10.00%

A few times a month 20.25%

Once a month 53.75%

Once a month A few times a month .Once a week More than once a week

At what age did you first try alcohol?

AGE
21-23 . 23+ 4.55 <15 .

15-18 2 .55 18-21 47.73

<15 15-18 18-21 21-23 23

Under what circumstances did you first try alcohol?

Other 17.78% In a club 4.44% In a pub 11.11% At a friend s 48.89% At home 17.78% At home At a friend s In a pub In a club Other

.Where did most of your early drinking experiences take place? Column1
In a club 9.52% In a pub 11.90% At home 26.19%

At home At a friend s In a pub In a club

At a friend s 52.38%

How would you describe these experiences

Negative Very negative 4.55% 9.09% Very positive 9.09%

Very positive Positive 29.55% Neutral 47.73% Positive Neutral Negative Very negative

How often did your father drink while you were growing up?
More than once a week Once a week 9.09% 4.55% A few times a month 18.18%

Sales

Never 45.45%

Never Once a month A few times a month Once a week

Once a month 22.73%

More than once a week

Express displeasure to someone who has had too much to drink at your party
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Very unlikely Unlikely Neutral Likely Very likely 16.67% 21.43% 16.67% 9.52% 35.71%

Set limits on how many drinks you re going to have on a night out Sales
Very likely 11.90% Very unlikely 11.90% Unlikely 9.52% Likely 21.43% Neutral 45.24% Very unlikely Unlikely Neutral Likely Very likely

Celebrate by drinking when things go well for you

Very likely 9.30% Very unlikely 20.93% Unlikely 11.63% Likely 58.14% Very unlikely Unlikely Likely Very likely

What is your sex?

female 27.66% male male 72.34% female