Beruflich Dokumente
Kultur Dokumente
ON
Consumer Behavior of Beer Industry
Submitted in partial fulfillment of the requirements
for the award of the degree PGPM
(2016-2018)
Submitted by:16BSP1589
16BSP1672
NITIKA CHADHA
PARV MAKHIJA
SAHIL KALIA
LEKHA LOKWANI
ACKNOWLEDGEMENT
We are using this opportunity to express our gratitude to everyone who
supported us throughout the course of this BUSINESS RESEARCH
METHOD project. We are thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project
work. We are sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.
We would also like to thank our project guide Prof. Vipin Khurana and
all the people who provided us with the facilities being required and
conductive conditions for our PGPM project.
1. INTRODUCTION:
ABOUT BEER INDUSTRY
Beer is the 3rd largest drink in the world after water and tea, India is ranked at the bottom of the barrel
among the worlds top 30 beer markets.
The beer market in India was estimated to be more than 200 billion in 2012. It is expected to be 430
billion by 2017. The growing market is attributed to a growing middle class & youth with disposable
income. Beer with alcohol content in the 8% range accounted for 83% of the total beer sales in the year
2012.
Beer alcohol content at 5% to 8% is even lower than wine which is 12% and IMFL which is at 42.5%. And
yet in India, Beer is taxed indiscriminately. In terms of absolute alcohol content, it is taxed more than
Spirits. No wonder youth and others, shift to spirits considering cost of intoxication.
In developing and developed countries the Quantum of beer is over 80% of the alcobev category
compared to India where it is only 50% compared to IMFL and if one includes country liquor, beer will be
35%. This is the precise reason for youth, when achieving the legal age of consumption move straight to
hard liquor.
Beer taxation is indiscriminate and does not depict value to the consumer. Beer if taxed rationally,
positioned more liberally, viewed more positively will wean people away from hard liquor. This will
therefore do immense good to society at large.
In spite of high level of taxation, the revenue from beer is only 15% of the gross alcohol revenue.
Therefore, there is a case to rationalize beer taxes.
Beer is currently targeted at the higher middle and middle-income demographics in India. It is estimated
that of the top 30 global beer markets, India has the lowest affordability of beer relative to average GDP.
India is the only BRIC country where a beer is more expensive than a burger. Furthermore, on a
unit/alcohol content basis, beer is more expensive than spirits, in India.
SNO.
AUTHOR
1.
TITLE
Simone
beer
consumption
Pettigrew
PUBLICATI
ON
Amandi
Christian
in Australian
*(sahil)*
culture
Gaston van de
Laar
Trends in
*(parv)*
Popsop Staff
beer:
opportunitie
new
s in a
beer market
Professor V.R.
Craft Beer
Lane
and
Consumer
*(parv)*
Behavior
viewpoint of researcher.
Conclusion:- Despite being perceived as the great
leveller,beer consumption in Australia reflect
gender,age,and social class difference.
Challenging developments in the market do not
necessarily prohibit future expansion for the beer
market. The presented consumer movements
underline the importance for breweries to be
innovative and to respond to the needs and wishes
challenging
6060:
Buyer/Consu
mer
Behaviour
Kingfisher
Ezekiel
Maurice
--
beer in hotel
Sunday
to pleasure
Upper class prefers to buy branded
products and do not mind paying for
quality. But middle class purchase items
*(lekha)*
Highest selling beer -
--attitudes
*(lekha)*
towards beer
products in
Bangkok
German
Estevez
A perfect
Rutishauser,
Stefan Rickert,
and Frank
Snger
storm
brewing in
June 2015
*(nitika)*
the global
still early days, but the top and bottom line effects
beer
business
The Beer
Vishwas
Kumar Gupta, industry in
Faculty
India
Beverage
Marketing
Corporation
Marketing
INCHQ,
Hyderabad
*(nitika)*
Slide share
Consumer
*(siddharth)*
and
innovation
trends
Slide share
recommendations
9 Craft brew
business
5 consumer
*(siddharth)*
international
The large number of products available on
soft drink and supermarket shelves means that many brands are
trends for
alcoholic
2015
beverage
(looking
industries
good for
craft beer
industry)
10
Lee,KwokWah,Gilbert
Beer market
in china
*(sahil)*
university of
Hong Kong
3. OBJECTIVES:
To study consumer behavior and increase market share and to do comparison between different brands.
To identify the factors affecting consumer buying behaviour.
To find the expectations and needs of customers from beer giants.
To study the consumers behavior towards different beer varieties.
To study the consumers behavior towards different beer providers.
4. RESEARCH METHODOLOGY:
Research always starts with a question or a problem. Its purpose is to question through the application of
the scientific method. It is a systematic and intensive study directed towards a more complete knowledge
of the subject studied. Marketing research (MR) is the function which links the consumer, customer and
public to the marketer through information- information used to identify and define marketing opportunities
and problems generate, refine, and evaluate marketing actions, monitor marketing actions, monitor
marketing performance and improve understanding of market as a process.
a)PRIMARY DATA:
i.Questionnaires
ii.Personal Interview
5. EXPECTED OUTCOMES:
1)To understand the behavior and mindset of buyers when they buy a particular alcohol beverage.
2)To come to a conclusion why do the respondents prefer beer over any other alcohol.
3)What all factors do respondents consider before buying the brand of there choice?
4)To understand when a person becomes a active drinker from a passive drinker.
5)To come to a conclusion about how strong does the buyer like his beer to be?
6)To understand what are the after effects of having too much of alcohol?
6. REFERENCES:
i.http://www.academia.edu/2811500An_Ethnography_of_Beer_Consumption_in_Australia
ii.http://popsop.com/2013/10/trends-in-beer-new-opportunities-in-a-challenging-beer-market/
iii.https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUK
Ewj88r26uJ7QAhXDpo8KHeO2CKsQFggbMAA&url=https%3A%2F%2Fanthonygarver.files.wordpress.com
%2F2013%2F06%2Fbuyer-behavior-craft-beer- project.pdf&usg=AFQjCNEQdlP6xGk2uWWXY87B_yqp0jtHig&bvm=
bv.138169073,d.c2I
iv.http://documents.mx/documents/study-of-consumer-buying-behaviour-for-kingfisher-beer-in-the-hotels-and-preferencelevel-of-consumers-towards
v.https://www.google.co.in/url?sa=t&source=web&rct=j&url=http://www.divaportal.org/smash/get/diva2:240647/FULLTEXT01.pdf&ved=0ahUKEwjBqfcqJ7QAhUXTY8KHY71D504ChAWCC0wBQ&usg=AFQjCNHueXhJ3yKNr11jm5LErAFn3BDh1A
vi.http://www.mckinseyonmarketingandsales.com/a-perfect-storm-brewing-in-the-global-beer-business
vii.http://www.indianmba.com/Faculty_Column/FC519/fc519.html
viii.https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved=0ahUK EwiVMaKwZ7QAhXBq48KHV9gCckQFghPMAc&url=http%3A%2F%2Fwww.slideshare.net%2Fcteahan%2F consumerandinnovationtrendsincraftbeer&usg=AFQjCNEB6ugwErESVxhZxeaIF3oVOMf1Ug&bvm=bv.13816907 3,d.c2I
ix.http://www.craftbrewingbusiness.com/business-marketing/consumer-trends-craft-beer-industry/
x.http://hdl.handle.net/10722/37776