Project Report on "Consumer Behaviour towards Bear Market"

BEER INDUSTRY The Indian beer industry is quite large at around 65 mn cases (12 bottlesof 650 ml each) and in the last 3 years has grown at 14% annum is theunrestricted markets. The per capita consumption stands at a low 0.5litre. Beer manufacturing requires a license from the centre, which isratified by the respective state. Till 1989 licensing was restricted, in 1989,the central government relaxed the policy and accepted 460 applicationsfor new projects. Only a few were cleared and fewer still have actuallycome on ground, on account of the low and uneconomical capacity of 5,000 kilolitres per annum licensed by the government. However thecapacity is released to 15,000 kilolitres per annum for NRI proposals with1 0 0 % f o r e i g n e q u i t y , o f w h i c h m i n i m u m 5 1 % h a s t o b e o n a non repatriable basis.UB, Mohan Meakins and Shaw Wallace are the only companies with anational presence. Companies such as Associated Breweries have builtup strong regional brands while operating only in the beer business UBsKingfisher is the market leader followed by Hayward 5000, which hasemerged as the second largest selling brand in the market share of thevarious player are as follows :U B G r o u p 4 0 % S h a w W a l l a c e 1 4 % M o h a n M e a k i n - 2 0 % O t h e r s - 2 6 %

INTRODUCTION TO TOPIC CONSUMER BEHAVIOUR This is the most effective tool in marketing. In liquor industry advertising isn ot a llowed b y th e In d i an Govern m en t th erefore t h ey a re i ndu lged in surrogate advertising Products with similar brand name: - This is verycommon method used in the liquor industry, here companies introduced an on -a lc oh oli c p rod uc t wi th s i mi la r b rand na m e and ad vert is e it in fu llswing. Financially sound players use this. Kingfisher brand of mineral water launched by UB group to promote theKingfisher brand of beer. Similarly Mohan Meakins launched GoldenEagle brand of mineral water to promote the same brand of beer. Genius minera l wat er is launched b y SOM Disti lleri es t o p r o m o t e Genius whisky. Television Print media Hoarding Glowsign Board Wall Painting POPs Window Display

OBJECTIVES OF THE STUDY Main Objective The main objective of this study is to find o u t t h e consumer behaviour towards Bear Market. Sub Objective To study consumers brand preference of beer in D e l h i & nearby areas. To study consumption pattern of beer. To study the factors affecting buying behaviour of beer. To study alternative ways of product promotion.

RESEARCH DESIGN The design of research project is the plan that ties the data collected toquestions or hypothesis posed, thereby linking the data to the conclusionsto be drawn.Marketing research projects are either exploratory or conclusive in natured ep endi n g on th e ob j ecti ves . In t h i s exp lora t ory res ea rc h ha s b een conducted in finding the extent of acceptance of newly launched GeniusP res ti ge wh i sk y, i t s s t ren gth s and wea k n es s th rou gh cu s t om ers and retailers Data Collection sources Gathering the data from primary as well as secondary sources hascompleted the data collection process. PRIMARY SOURCES Primary data collection process was carried out by personallyinterviewing the targeted consumers. SECONDARY SOURCES

The collection of secondary data on liquor is a very tedious.However, secondary data are collected through following sources EXTERNAL SOURCES Business Magazines (Business Today, Business India, BusinessWorld and A&M)Newspapers (Economics Times, Business Standard, BusinessLine, Financial Express, The Observer of Business and Politics,The Pioneer).Excise department.

DATA COLLECTION METHOD Data collection has been done through a very useful & popular s u rvey m et h od . Th e surve y wa s c ond uct ed th rou gh p ers ona lsinterviews to record the consumers perception, attitude towardsbeer.To understand each individual response, the personal interviewmethod 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 isrelevant for research. DATA COLLECTION INSTRUMENT The survey method was used for the research; the personal interviewswere conducted with the help of a structured questionnaire. SAMPLING PLAN Place: DelhiT a r g e t R e s p o n d e n t s : C o n s u m e r s S a m p l i n g P r o c e d u r e : C o n v e n i e n t s a m p l i n g S a m p l e S i z e : 1 5 0 C o n s u m e r s ASSUMPTIONS OF THE PROJECT 1.The sample size of 150 is for representative of the population. 2 .R es p ond ent s ha ve n o bia s

BIBLIOGRAPHY Marketing ManagementBy Philip Kotler Marketing ManagementBy Ramaswamy & NamakumariMarketing ResearchBy C. R. KothariBusiness TodayBusiness WorldBusiness India Clippings from various News Papers like :-Business StandardEconomic TimesThe Pioneer Business LineFinancial Express

ANNEXURE-1 QUESTIONNAIRE 1. Do you drink beer Yes No 2 . How often do you drinkOnce in 15 days Once in a week More than once a week Occasionally 3. Where do you perfer to drink beer.Parties At Home Outside with Friends.

4. Which is your favourite brand5 If this brand is not available then your second choice in brand of beer . ___________________________________ 6 Name any five brand of beer 1) ________________________2) ________________________ 3) ________________________ 4) ________________________ 5) 5. If this brand is not available then your second choice in brand of beer.

6. Name any five brand of beer 1) ________________________2) ________________________ 3) ________________________ 4) ________________________ 5)

7. You like beer Mild` Super Strong Extra Strong 8. You like beer inCan Bottle Both 9. You like beer Chilled

Warm 10. You like the brand because of Price Taste Quality Availability 11. Your brand is superior to other brand because of Price Taste Quality Availability 12. Would you like to switchover the brand Yes No 13. If Yes then why / If No then whyPrice Taste Quality Availability Factors affecting buying behaviour of beer (Give rank from 1 to 8 )Price

Taste Quality Strongness Packaging Advertisement Availability Brand Name 14. How often do you drinkOnce in 15 days Once in a week More than once a week Occasionally 15. You drink beer for Booze Enjoyment 16. What improvement do you want in your BrandPrice Taste Quality Awareness DEMOGRAPHIC PROFILE OF RESPONDENT

Name __________________________Age ________Sex ________ QualificationHSC Graduation PG Professional P r o f e s s i o n S e r v i c e Business Professional Student I n c o m e U p t o Rs5000-7500 Rs7500-10000 R s 5 0 0 0