The Comprehensive Analysis of Mcdowells No1

Introduction
The comprehensive analysis & Consumer Survey for
United Spirit Ltd. Aurangabad.
The research conducted was exploratory in nature. Aurangabad
region was surveyed to attain certain results. The survey was conducted
to find out the brand effectiveness of United Spirit Ltd. The retailers and
consumer awareness and satisfaction as well as brand loyalty to find out
the factors which would influence buying decision of customers and
about the functioning of existing retailers and consumers.
Random sampling was used as mode of collecting the sample.
The sample size for customer survey was – 500 and retailer survey was
-100. After the survey completion the data was first sorted and then
analysed on chosen parameters .This analyzed data was later converted
into forms of graphs such as pie charts, bar graphs etc, this was done to
make results easily comprehensible by anyone going through the report.
This also made easy to draw conclusion based on research and provide a
presentable format of the customers as well as retailers perception about
brand effectiveness of united spirit Ltd.
Consumer Behavior
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Buying behavior involves a complicated series of stimulus and
response reaction to many motives. This motive may be expressed or
unexpressed and upon deep seated needs or more often felt wants.
Consumers are the central points and all the marketing activities
revolve around him. Manufacturers, produces what the consumer
wants.
As the consumer behavior differ from person to person customer
purchase an article as consequences of certain metal and economic
forces, creating desires and wants which they understand can be
satisfied by the articles offered for purchase. Thus producer should
identify the motive which promotes him to purchase so that he can
offer a complete article which satisfy their needs.
The study of consumer behavior is the study of how individuals
makes decisions to spent their available resources i.e. money time and
efforts on the consumptions related items. It includes the study of
what they buy, why they buy, how they buy and when they buy.
Consumer behavior research takes place at every phase of the
competition process, before the purchase, during the purchase and
after the purchase.
The two types of consumers are:

 Regular consumer: are the consumers who buy goods
and services for their own use or for household use.
 Bulk Consumer: is the consumer who buys the product in

order to run their organization, which may be operated for
profit.
Model of Consumer behavior

● Appropriate model for consumer behavior for USL product
Engel Blackwell and Miniard Model (EBM)
EBM MODEL
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This Model explain variable affecting consumer behavior which
directly or indirectly affects the process of buying behavior.
So this Model is most appropriate for United Spirit Ltd. products.
Significance of Consumer Behavior
The study of consumer behavior holds great interest for us as
consumer, as student, as researcher, as marketer and as customer.
We need to know about their related decisions, that what, how, why
and when they buy. Consumer behavior makes us aware of the sub
style influences that persuade us to make the product or service
choice.
Importance of the study of Consumer Behavior:

1. For determination of production policy.
2. For determination of price policy.
3. For decision regarding channel of distribution.
4. For decisions regarding sales promotion.
By the study of the consumer behavior the producer can get

information about consumer’s choice preferences, habits, interest and
demand for the product. It will be highly useful for any producer to
determine price, production, channel of distributions and various
strategies.
To have comparative studies in different brands it is very necessary to
know about the consumer’s behavior. To do the survey it requires,
knowing the consumers details in advance.
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Company Profile
Angus McDowell, after whose name McDowell’s and company limited
came into being, was a squire of the Dougall ancestry.
In India, McDowell had its warehouse situated
about a mile to the north of Fort St. George in
Chennai, which on those days was a major
trading center of the British Empire
From the being one of the first names to be

associated with the import of wines and spirits
into India as early as in 1898, McDowell now has
grown to become the country’s undisputed leader
in the spirit market.
In 1951, McDowell became the prime acquisition of the United

Breweries Group. Under the able guidance of the founder of the UB
Group, Late Mr. Vittal Mallya the company became the first to
manufacture Indian substitutes to foreign liquor.
A new term - IMFL (Indian Made Foreign Liquor) was coined. Since
then, McDowell has been the indisputable market leader as one of the
largest fast moving consumer goods companies in the country.
With many firsts to its credit, the company became known for its
innovativeness in the fields of product development and marketing
strategy. Also, through various acquisitions and mergers, the company
has seen exponential growth.
In 1958, Phipson & Co. Ltd. was acquired.
In 1961, Carew & Co. Ltd. became a part of the group.
In 1973, Herbertsons Ltd., a company established in 1936, was acquired
by the UB Group. Herbert sons Ltd. is India’s third largest spirits
company today.
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Mr. Vijay Mallya, the current Chairman of the
UB Group took over in 1983. Since then, the Spirits
Division has earned a reputation for innovation in
product development, manufacturing and marketing
strategies.
In 1987 Consolidated Distilleries Ltd. was started.

In 1995 Carew Phipson Ltd. and Consolidated
Distilleries Ltd. were merged with McDowell & Co. Ltd.
Acquiring Triumph Distillers & Vintners (TDV) (December 2002).
Increasing the holdings in Herbertsons Ltd (HL) (February 2005).
Acquiring Shaw Wallace and Company Ltd (SWC), the second largest
player in Indian Spirits market (June 2005).
INTRODUCTION TO THE COMPANY
United Spirits Limited currently ranked the 2nd largest distiller in the
World by sales volume (FY 2005).
The second position is because the company has acquired the Whyte &
Mackey (Scotch whisky) outside India in may2007.
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United Spirits Limited Has 13 millionaire brands in its portfolio
United Spirits Limited focus on profitable sales results in – 60%

national market share in first line brands (P Y – 57%)
Dominant across regions flavoured and price segments.
Owns 145 brands (including 13 Millionaire brands) – focus on 40

national brands
Manufactured across 69 manufacturing units (down from 85 LE with

plans to rationalise further to ~ 60).
Revenue growth of focus brands at 16% - significantly in excess of

industry
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The World of Whiskies
Black Dog Whisky

“One rich heritage two distinctive blends”
Black Dog Scotch Whisky is distilled, blended and matured
in Scotland. It’s the only Scotch made by an Indian
Company. It’s matured for 12 long years.
Packsize:90ml,180ml,360ml,750ml
Single Malt Whisky

Malt Whisky is whisky made from 100% malted barley
and it is distilled in an onion shaped pot still. It is only
one of its kinds in Asia. McDowell's Single Malt Whisky
is one of the very few single malt whiskies produced
outside Scotland.
Packsize: 360ml,750ml
Antiquity Blue whisky

“Indulge in blue”
Antiquity, the true blue of the whiskies in India is the
undisputed leader in the super premium whisky segment.
Packsize:360ml,750ml
Antiquity Rare Whisky

Antiquity shines brightest on the alcobev landscape of
India as an icon of sophistication, class, style, panache
and excellence. It is widely considered as the true blue
of Indian Whiskies.
Packsize: 360ml,750ml
Signature whisky
“Success is a good fun”
McDowell's Signature Rare Whisky is one of the finest
blended whiskies produced in the Asian sub-continent.
Packsize: Packsize:30ml,180ml,360ml,750ml
Royal Challenge Whisk

“Game for life”
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Royal Challenge is the biggest and the best selling
premium whisky in the country today.
Packsize:180ml,360ml,750ml
McDowell’s No.1 Reserve Whisky

“Cheers to life”
It has been launched in early 70’s. The leader in the
prestige and semi-premium segment.
McDowell’s No.1 Diet Mate Whisky

“No Diet No Mate”
This is first diet Mate whisky in the world. An ultimate
blend which enables consumers to enjoy their drink,
without worrying about gaining weight.
Royal Mist Whisky

“India’s first 100% premium grain whisky”
A uniquely crafted blend made from 100 percent
pure, premium grain and scotch spirit of outstanding
qualities.
Derby Special Whisky

The perfect harmony of Scotch and Indian malts that
lends a special character to its blend in a world-class
packaging.
Director Special Black Whisky

“Make it black”
Drawing inspiration from its lineage, Director's Special
Black Deluxe Whisky, with a superbly balanced blend
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of aged Indian malts with a subtle oaken hint, has captured
the fancy of some of the most discerning whisky drinkers.
Bagpiper
“Khoob jamega rang…”
Bagpiper is 30 year old flagship brand of the USL. It is
popular, widely accepted and with the strong blend.
Green Label Whisky

“Kuch paana hai, kuch kar dikhana hai”
At the heart of the new campaign for Gilbey’s Green Label
lies the optimism to triumph over all odds.
RUM
McDowell’s no 1 Celebration Rum

“Dil se Jiyo”
Popularly called Celebration Rum and known to be the
"Whisky among rums". Celebration Rum has the
characteristics of Jamaican rum aroma with a spicy note
at the background.
BRANDY
McDowell’s Honey Bee Brandy

The Honey Bee logotype was refined and set against
a burgundy coloured background to better cue the
product experience.
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VODKA
Romanov vodka
“Vonamor”
Romanov’s new triple distilled blend is in the line with
the international standards of vodka manufacturing.
White Mischief Vodka

“I’m in the mood for mischief”
White Mischief is the market leader in the prestige Vodka
category.
GIN
Blue Riband Gin

“Peene mein cool.Style mein extra cool..”
Blue Riband is known for its distinctive flavour and
clarity of taste, Launched in 1959. Made from Extra
Neutral Alcohol and Botanical Extras, Blue Riband Gin is
renowned for its distinctive flavour and clarity of taste.
Research Methodology
Research Methodology
Definition:
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“Research methodology is the way to systematically solve the research
problems” it is understood as a science of studying how research is done
scientifically.
Methodology:
Every marketing research acts, as an aid of decision marking by
providing valuable information provided by the research should justify
the time and money, which the organization invests in the research
activity, research design plays an important role in collecting useful
information in cost effective manner.
INTRODUCTION:
The research conducted was exploratory in nature Aurangabad segment
was surveyed to obtain certain results. The survey was conducted to
study of customer potential and consumer buying behavior as well as to
find out the factors which would influence the buying decision of the
customers. With these objectives in mind a survey, was conducted in an
around Aurangabad region. Random sampling was the techniques use for
above survey, with all the regions being given equal wattage and the
sample size being suitable divided among various regions also. It was
assured that people of any kind and demographics were considered to
eliminate and biases. A sample size 500 was taken for this purpose the
research conducted was exploratory in nature for customers and 100
samples are taken in case of retailer’s survey responds chosen for the
survey belonged to diversified background.
Role of market research:-

“Market research is defined as the systematic and objective
search for analysis of information relevant to the identifications and
solution of any problem in field of marketing.”
Market Research Process:-

Market research may take forms but systematic enquiry is
features common to all such forms. Being a systematic enquiry, it require
careful planning of the orderly investigation process through, it is an over
simplification to assumes that all research processes would necessary
follow a given sequence, market research often follows a generalized
pattern which can be broken down and studied sequentially.
Stages in the market research process :-

In the planning and designing a specific research project, it is necessary
to anticipate all the steps that must be undertaken if the project is to be
successful in collecting valid and reliable information.
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Market Survey:
Marketing survey is the systematic gathering and analysis of the data,

about the problems relating to the marketing of good and services.
An extensive market survey was conducted to obtain opinions of
consumers and retailers for study of consumer behavior.
That helps marketing management to get products more efficiently into
the hands of the consumers.
Marketing research finds application in a wide variety of business
activates. It helps the firm to identify and satisfy consumer needs. It
provides information for marketing decision-making and also serves as
an important tool for marketing information system.
STAGES IN MARKET RESEARCH PROCESS
Defining the problem
Statement of the research objective
Planning a research design
Planning a sample
Collecting the data
Analyzing the data
Formulation of conclusion
Prepare and
present the report.
Planning a sample:
Although the sampling plans included in the research design,
the actual sampling is as separate and important stages in the research
process. Sampling involving procedure that uses a small No. of items or
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parts of the population to make conclusion regarding the whole
population. Sample was taken for both survey and data analysis – for
retailers 100 and customers 500.
Research design:
Research design is nothing but the master plan for the actual
research it is a framework for carrying out of series of prior decisions.
The research design for this project is exploratory research design.
Data collection:
The technique used for data collection was as follows :
Field survey
Personal interview
Analyzing the data:

Data processing begins with the editing of the data and coding process,
tabulation and drawing statically inferences. Editing involves inspecting
the data collection forms for omission, legibility and consistency in
classification analysis represents the application of logic to the
understanding of the data collected about the subject in the simplest
forms, analysis.
Formulation of conclusion, preparing and presenting the report –
The final stage in the research process is that of interpreting the

information and drawing conclusion for use of managerial decision. The
research report should effectively communicate the research findings and
need not necessarily include complicated statement about the technical
aspects of the study and research methods.
Data analysis was done by percentile methods and drafting the charts of
the results and further interpretation of the situations.
METHODOLOGY OF THE STUDY:
RESERCH METHODOLOGY TABLE
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Sampling plan for project :- Random sampling
Geographical area :- Aurangabad city
Sampling unit :- Shop selling USL products
For retailers survey
Sample size :- Customer 200
Retailers 50
Primary data collection tool :- Questionnaire
Secondary data collection tool :- Books, magazines, website
Sampling Design:
In the particular research study considered the six region’s population of
the Aurangabad city – Paithangate road, Chelipura, Jalgoan Road, Cidco
N.6, and Hudko.
Sampling unit:
The sampling unit is Aurangabad city.
Sampling elements:
The consumers who replied were the normal customers varying in
age, sex, monthly income and buying attributes.
Primary and secondary data collection.
Primary Data:
For primary data collection two types of questionnaire was used first one
for the consumers and the other for the retailers. This questionnaire has
two types of question techniques.
1. Fixed Answer.
2. Open Ended Question.
In fixed answer the respondent has to give answer out of the given fixed
options and in open ended question respondent is free to give their views
and suggestions.
Secondary data:-
Books, magzines.web sites.
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AREA WISE DISTRIBUTION OF SAMPLES FOR
CUSTOMER SURVEY
Introduction: An exploratory research was conducted for assessing

brand awareness, customer satisfaction, brand preference and to find out
potential customers for the product of UB group. To support above
research a customer survey was undertaken in Aurangabad city. In the
following suburbs i.e, Chelipura, Railway Station Road, Jalgaon Road,
CIDCO N 6, HUDCO. Sample size consider for customer survey is 500
and which were equally divided in areas. Simple random sampling was
utilized. Questionnaires were used for registering responses of samples.
City Suburbs Appro Average Sample Sub area Area wise

x. Size interest
popula Monthly (Retail store Interest in
tion income/f offering USL percentage
amily Product)
Yes No Yes No.
Aurang
abad
Chelipura 7000 8000 100 63 37 63 37
Railway 8000 15000 100 65 35 65 35

Station
Road
Jalgaon 10000 11000 100 64 36 64 36

Road
CIDCO 14000 10000 100 88 12 88 12

N6
HUDCO 12000 15000 100 86 14 86 14
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AREA WISE DISTRIBUTION OF SAMPLES FOR RETAILER SURVEY
Introduction: An exploratory research was conducted for assessing

brand awareness, difficulties faced by retailers in context of distribution,
product packaging and anytime service and promotional activities and
schemes given in market for the product of UB group. To support above
research a customer survey was undertaken in Aurangabad city. In the
following suburbs i.e, Chelipura, Railway Station Road, Jalgaon Road,
CIDCO N 6, HUDCO. Sample size consider for 100 and which were
equally divided in areas. Simple random sampling was utilized.
Questionnaires were used for registering responses of samples.
City SUBURBS Approx. Average Sample Sub area Area wise

population Size interest
Monthly (Retail Interest in

income/ store percentage
family offering
USL
Product)
Aurangabad Chelipura 7000 8000 25 18 7 72 28
Railway 8000 15000 15 12 3 80 20

Station
Road
Jalgaon 10000 11000 20 14 6 70 30

Road
CIDCO N 14000 10000 30 26 4 87 13

6
HUDCO 12000 15000 10 8 2 80 20
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OBJECTIVES:-
PRIMARY OBJECTIVE:
To study preference for different brands of United Spirit Limited and to
allocate comparative rating to each brand category.
SECONDARY OBJECTIVES:
• To study brand awareness amongst retailer and consumers.
• To measure the customer satisfaction for products of United Spirit
Limited.
• To understand & identify difficulties faced by retailers of USL in
the context of distribution, product packaging and anytime
service.
• To study promotional activities and schemes given in the market
by USL.
.
HYPOTHESIS:-
Hypothesis is usually considered as the principal
instrument in research. Its main function is to suggest new
experiments and observations. In fact, many experiments are
carried out with the deliberate object of testing hypothesis
.decision makers often face situations wherein they are interested
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in testing hypothesis on the basis of available information and
then take decisions on the basis of such testing.
Characteristics of hypothesis:
• Hypothesis should be clear and precise. If the hypothesis is not
clear and precise, the inferences drawn on its basis cannot be
taken reliable.
• Hypothesis should state relationship between variables, if it
happens to be a relational hypothesis.
• Hypothesis should be limited in scope and must be specific.
• Hypothesis should be consistent with most known facts.
There are two types of the hypothesis:
• Null hypothesis.
• Alternative hypothesis.
Basic concept concerning testing of hypothesis.
In the context of statistical analysis, we often talk about null hypothesis
and alternative hypothesis.
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If we are comparing method A with method B about its superiority and
if we proceed on the assumption that both methods are equally good, then
this assumption is termed as the null hypothesis.
As against this, we may think that the method A is superior or the method
B is inferior, we are then stating what is termed as alternative
hypothesis.
The null hypothesis is generally symbolized as H0 and the alternative
hypothesis as Ha
Hypothesis statements
1. H1 = Consumers prefer products of united spirit limited as compared
to other brands.
2. H2 = Consumers rate products of united spirit limited high in terms of
Brand awareness, sales promotion and customer satisfaction.
The researcher has used percentage method of hypothesis testing. The
hypothesis were taken to serve justification of scope of the proposed
study and to fulfill objectives undertaken by the researcher.
Scope of Study
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The project is based on the analysis the brand comparative analysis of
according to new trends of market for United Spirits Limited in
Aurangabad territory.
With the help of this project we were able to know the about FMCG’s-
Liquor market i.e. the sales, market share of brands and segments,
promotional activities performed in the market, distribution channel,
about transport pass which plays an important role for delivery of brands,
schemes rolled out in the market, role of executives, margins obtained by
the retailers and distributors, product differentiation, segmentation of the
brands with the quality and price, consumer tastes and preference for the
brands, way of sale of liquor in Aurangabad Territory and overall growth
of brands & growth of company’s in the market.
The project is helpful for the company also on many of the sides which
will give knowledge about the performance and development of brands in
the market.
The part of graphical representation will show the availability,
advertisement and mind share of brands in the consumers regarding the
brands.
With the help of observations and findings will show the status and
positioning of the brands in the market.
As everything is conducted on the basis of survey of Aurangabad
territory conclusion will give the total blue print of brands sales,
positioning, packaging, prices, distribution channel and grabbing the
market share.
On the basis of overall study few suggestions should be taken into
consideration from our study of two months.
Every marketing research acts as an aid to decision making by providing

valuable information. The information provided by the research should
justify the time and money which organization puts in the research
activity, research design plays an important role in collecting useful
information in cost effective manner.
For study of consumer behavior marketing research is a must, for this

purpose questionnaire is prepared for getting information from consumer
and retailer.
Philip Kotler the father of modern Marketing define marketing Research

as :
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“Marketing research is a systematic design, collection, analysis, reporting
of the data and finding relevant to the specific marketing situation facing
by the company.”
Limitations of Study
1. The geographical area of the study was very limited therefore the
accuracy of the results varies as per the area.
2. Since direct liquor advertising is not permitted as per the laws,

surrogate, advertising and promotion methods were used in
survey which restricts the quality ad quantity of responses.
3. Limitation of availability of time with the customers also did not

let to
interact more with them because of which the sample size could
be increased .
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Data Analysis & Interpretation
Introduction:
The sample size for customer survey was – 500. After the survey
completion the data was first sorted and then analysed on chosen
parameters .This analyzed data was later converted into forms of graphs
such as pie charts, bar graphs etc, this was done to make results easily
comprehensible by anyone going through the report. Analysis of data was
done to study following factors for potential customer.
Consumer analysis:
• Age wise distribution of consumer
• Critical factor influencing brand preference of consumer
• Brand awareness to consumer
• Product preference to consumer
• Brand preference to consumers
• Source of product information to the consumer
• Most satisfactory brand to the consumer
• Opinion of consumer about USL brands
Age Wise Distribution of Consumer

Table no.
AGE 21 – 30 31 - 40 1 –50 50&above Total
NO. OF 115 180 110 95 500
CONSUMER
PERCENTAG 23 36 22 19 100
E
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Interpretation:- From the above graph we came to know that the age
group of 31 - 40 yrs. i.e. consume more liquor as compare to Young i.e.
(21-30) & Old age group i.e.(50 and above)
Implication: - Since it is notice that in age group 31-40 i.e, 180
consumers there is maximum consumption of liquor. So the company
should provide brands which satisfy them efficiently
Critical Factor influencing brand preference of consumer

PREFERENCE Quality Price Variety Availability
NO. OF 185 105 130 80
CONSUMER
PERCENTAGE 37 21 26 16
Interpretation:- From the above pie chart we come to know that

consumer gives more preference to quality & variety, followed by price
& availability for purchase of USL’s brand. Because quality provide
good taste and variety in different range according to their preference.
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Implication:- Since 37% i.e, 185 consumer prefer quality which means
retain of taste. so the company pay attention to retain taste offered by
them and should maintain it to influence quality preferred consumer.
Brand Awareness
Awareness Aware Not aware
NO.OF 435 65
CONSUMER
PERCENTAGE 87 13
Interpre tat
ion:- From the
above
graph, we
come to
know that
maximum
percentage of
consumers are
aware about USL Brands. (i.e. 87%).
Implication:- Since 87% consumer are aware of USL group and it is
noticed that people who do not it are consuming USL products. So the
company focus on proper advertising media to enable and influence and
consumer who are not aware of it.
Customer Product Preference
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Product Whisky Rum Vodka Gin Total
category
No, of 215 70 135 25 500
consumers
percentage 43 14 27 05 100
Interpretation:- As from the above figure it is noting that most

prefer product is whisky. i.e. 215 cunsumers (43%), and close to
it is Vodka. i.e. 135 consumers (31%).
Implication:- Since it is found that large part of consumer are
intersed in consuming whisky and after whisky the most
preferable product is Vodka. So the company should focus on
whisky which is mainly consume by mostly age group (41-50 &
50& above), and young consumer age group (i.e. 21-30, 31 to 40)
consume Vodka. So the company should focus from both age
group to maximise sale whisky and vodka.
Brand Preference
BRAND NAME USL Seagram Diageo Radico BDA Total
No.of consumer 180 140 35 60 85 500
PERCENTAGE 36 28 07 12 17 100
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Note:-USL:United Spirit Limited BDA:Bharat Distilleries
Limited
Diageo: Diageo Distilleries Radico: Radico Distilleries
Seagrams:Seagram’s India limited.
Interpretation:- As from the above pie chart, we come to know that
maximum brand preference is acquired by USL i.e. 180 consumers(37%),
as compared to others.
Implication:- since most of the people purchase USL’s brand because of
different varities of liquor available in different products and their
segments such as whisky Vodka, Rum, Gin & Scotch. Segrams is also
one of the popular brand and giving healthy competition in different
segments and products followed by BDA Radico and Diageo. So the
company should try to introduced new flavour or segment to the
changing modernized population to maximise percentage of brand
preference and increase monopoly in market.
Source of Information
Source Pop Hoardings T.V Advt. Print Total

Media
No.of consumer 130 165 90 115 500
PERCENTAG 26 33 18 23 100
E
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Interpretation:- From the above graph, we come to know that most of
the people are attracted from advertising through Hoardings. i.e.165
consumers ( 33%) followed by point of purchase i.e. 130 cosumers
(26%) and print media 115 consumers i.e, 23%, and Tv advertisement
18%.
Implication:- Since 33% of information is provided by Hoardings and as
direct advertisement of liquor is prohibited in India. The company should
concentrate and hoardings and P.O.P. and print media to provide
information and advertise it products.
Most Satisfactory Brand
BRAND BP RS McD.No.1 White M. Other Total
No.of consumer 135 115 105 60 85 500
PRENCENTAG 27 23 21 12 17 100
E
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Note :- BP:Bagpiper McDno1: McDowell;s No 1
RS:Royal Stag
Interpretation:- As from the above figure, we come to know that
Bagpiper (BP), is the largest selling brand i.e.135 consumers (27%)
followed by Royal Stag (RS). i.e. 135 (23%), Mc Dowells No.1.i.e, 105
consumers (21%), and White Mischief i.e.60 consumers (12%), and other
brands i.e,85 consumers (17%)
Implication:- since the brand which satisfies the consumer in all
aspects i.e quality, taste, price, packing, availability is Bagpiper which is
the largest selling brand.Seagram’s Royal Stag is also providing
maximum satisfication followed by McDowell’s No1. Which all are
whiskies so the company should maintain its quality, taste, price,
packaging and availability and should concentrate on production of
whisky and all three largest selling brands are whiskies.
Opinion about USL Brand
No. of Consumers
Suitable Good Better Best
Quality 45 150 165 140

Price 160 150 110 130
Taste 60 140 145 155
Packing 30 140 140 190
No. of Consumers in percentage.

Suitable Good Better Best
Quality 09 30 33 28
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Price 32 30 22 26
Taste 12 28 29 31
Packing 06 28 28 38
Interpretation:- From the above graph we come to know that USL is

providing a good product in all the aspects. i.e. Quality, price, taste and
packaging.
Implication: since the company have all the quality, taste, price and
packaging in well and better aspects to the consumer and appreciated. So
the company should maintain it and come up with new innovation and
schemes to satisfy consumers.
Retailer Survey
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Introduction:
The sample size for retailer survey was – 100. After the survey
completion the data was first sorted and then analyzed on chosen
parameters .This analyzed data was later converted into forms of graphs
such as pie charts, bar graphs etc, this was done to make results easily
comprehensible by anyone going through the report. Analysis of data was
done to study following factors for potential retailers.
Retailer’s analysis:
• Highest selling brand
• Satisfaction on schemes of USL
• Problems with packing in bottles faced by retailer
• Credit facility provided to retailer by USL
• Company services
• Profit margin with respect to discount and scheme
provided to retailer by USL
• Promotional activities provided by USL to retailers
Highest selling Brand

BRAND BP RS McD.No1 CLR Other Total
Rum
PERCENTAGE 31 23 21 14 11 100
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Note :- BP:Bagpiper McDno1: McDowell;s No 1
RS:Royal Stag CLR Rum: Celebration Rum
Interpretation:- From the above graph we come to know that Bagpiper
is the largest selling brand (i.e. 31%) followed by Royal Stag 23%, Mc
Dowell’s No.1 21%, CLR Rum 14% and other brands 11%.
Implication:- Since Bagpiper is the highest selling brand the company
should focus on better distribution network, efficient service, more credit
margins, launch of various schemes and concentration, launch of
advertisement in the target market. This activity will enable further
positive influence on sales.
Satisfaction on schemes of USL
MESUREMENT Satisfied Partially Not Total

Satisfied Satisfied
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Interpretation:- From the above figure, we come to know that most of
the retailer were satisfied by USL. i.e. 59%, and those who are not
satisfied, USL is trying to solve their problem to provide maximum
satisfaction.
Implication:- Since maximum retailers are satisfied (i.e. 59%), and 38%
are partially satisfied. Company should focus to convert partially satisfied
and not satisfied into satisfied group by providing credit facility,
promotional activity, and discount scheme on cash, credit or bulk
purchase.
Availability of Pack Size
BRAND USL Seagrams Diageo Radico BDA Total
PERCENTAGE 37 28 9 14 12 100
33
Limited
Interpretation:- From the above analysis we come to know that most of
the retailer were satisfied by USL .i.e. 37% And those who are not
satisfied, USL is trying to solve their problem to provide maximum
satisfaction.
Implication:- Since most of retailers are satisfied by USL still it

percentage in market is 37%. The company should provide schemes,
promotional activities,
and make a survey how it could acquire more percentage in market for it
company should take selective steps and set a research team how it can
raise percentage of satisfaction of retailers.
Problems with Packing In Bottles
MESUREMEN Mostly Partly Not at all Total

T
Interpretation:- From the above analysis we come to know that 85% of

retailers are satisfied and has no complaint from the customer also about
packing of bottles.
Implication: - Since maximum percentage i.e. 85% does not have any
problem with packing of bottles but 15% do have problem about cap of
the bottle which slips sometime. It happened mostly with Mc Dowell’s
34
No.1 . so the company should use proper and quality material for seal or
cap of bottles which will provide comfort while opening.
Credit Facility of USL
MESUREMEN Satisfied Partially Not Total

T Satisfied Satisfied
Interpretation:- From the above graph we came to know that the

distributers and retailers are highly satisfied with the company’s credit
facility. This is because it’s main objective is to maintain good public
relation with its customer.
Implication:- Since 69% of retailers are satisfied but 28% are partially
satisfied because company has reduce its policy of credit from 45 days to
30 days. So company should maintain its policy providing maximum
credit scheme to influence more retailers.
35
Company Service

Satisfied Satisfied
Interpretation: - From the above analysis, it is observed that the

satisfactory service is provided by the USL .i.e. 87%.
Implication:- Since maximum customer are satisfied by company
service i.e. 87% the company should try to satisfy remaining by
providing quick availability i.e. transport without delay. To increase the
number of satisfied retailers.
Profit Margin With Respect to Discount & Scheme
BRAND USL Seagrams Diageo Radico BDA Total
PERCENTAGE 36 24 9 17 14 100

Limited
36
Interpretation:- From the above figure, we come to know that

maximum i.e. 36% of retailers are satisfied with profit margin and
discount scheme of USL as compared to others.
Implication:- Since profit margin of the distributers and retailers is high

in USL because there are various brands available and on those, different
discount and schemes are provided to them. The company should at to
its scheme more discount scheme during festival and vacations to have
monopoly in market as compared to others.
Promotional Activity of USL

Satisfied Satisfied
37
Interpretation: - From the above analysis we come to know that
maximum i.e. 72% of retailer is satisfied with promotional activity of
USL.
Implication:- Since maximum number i.e. 72% of retailers are satisfied

with different promotional activity is being performed by the USL some
of which are providing gift articles to the retailer such as bottle opener,
ash tray, lighter, napkin holder etc. It also gives cap scheme for waiter
and consumer due to which satisfaction level is high. The company
should more of these schemes to maximize the satisfied percentage in
sense of promotional activities by providing more discount scheme and
free and surprise gifts in packaging to retailers.
Observations
1. Customer has change their attitude towards liquor as it has became

more of style & attitude rather than habit.
2. Large part of consumer preferred to have whisky which is followed by
Vodka & Rum.
3. USL is providing maximum satisfaction in all aspects such as price,
quality, quantity & availability.
38
4. Consumer are well aware of different brands because of advertisement
& promotional activities such as hoardings, pop, pen, pocket diary, etc.
5. The suggestion given by customer to USL is to provide gifts on
purchase of Brands such as pen, pocket diary, etc.
1. After comparison we came to know that USL has huge range of
varieties
in different products & their segments such as Whisky, Vodka, Rum, and
Gin.
2. The satisfaction level is high because company is providing

different
schemes such as discount on purchasing of different brands, free gift
articles like glasses , ash tray, lighter & also good services.
3. Different promotional activities is being performed such as 30ml.

pack
free of McDowell’s No.1 on purchase of 1 Nip Bottle to the customer
who is ordering for Royal Stag, Under & over cap schemes for customer
&waiter.
4. USL provide different pack size available in all the brands as

compare to
other companies.
Recommendations and Suggestions
1. Company should provide more innovative schemes to the
retailer such as credit facilities, discount , etc. for flexibility of
business.
39
2. More aggressive marketing should be done to promote sales
activities.
3. Regular feedback should be taken from the consumer &
retailer to make good understanding with the company which
well help to make future’s strategies more effective.
4. New promotional scheme should be launched during some
festivals and vacations.
5. More celebrities can be used for marketing of different
products available to create Brand image.
Conclusions
Conclusion of Consumer Survey:
1. Change of Attitude:- Customer has change their attitude towards

liquor as it has became more of style & attitude rather than habit.
2. Preference:- Large part of consumer preferred to have whisky which
is followed by Vodka & Rum.
40
3. USL is providing maximum satisfaction in all aspects such as price,
quality, quantity & availability.
4. Consumer are well aware of different brands because of advertisement
& promotional activities such as hoardings, pop, pen, pocket diary, etc.
5. The suggestion given by customer to USL is to provide gifts on
purchase of Brands such as pen, pocket diary, etc.
Conclusion of Retailer Survey

1. After comparison we came to know that USL has huge range of
varieties in different products & their segments such as Whisky,
Vodka, Rum, and Gin.
2. The satisfaction level is high because company is providing

different
schemes such as discount on purchasing of different brands, free gift
articles like glasses , ash tray, lighter & also good services.
3. Different promotional activities is being performed such as 30ml.

pack free of McDowell’s No.1 on purchase of 1 Nip Bottle to the
customer who is ordering for Royal Stag, Under & over cap
schemes for customer &waiter.
41
4. In largest selling brand Seagram’s Royal Stag is a slight ahead of
USL’s McDowell’s No.1 an giving tough competition in prestige
segment.
5. USL provide different pack size available in all the brands as

compare to other companies.
General conclusions
1. As United Spirits Ltd. is India’s No.1 & World’s No.2 liquor

manufacturing company it is boosting their Brand through
different strategies &promotional activities.
2. It is putting more stress on satisfaction of the consumer by
providing different range in the products such Whisky, Vodka,
Rum, and Gin according to class of people. i.e. High, Middle, &
Low class.
3. The USL is market leader but very tough competition with
Seagram’s India Ltd, Diageo distillers Ltd, Radico Khaitan Ltd,
BDA distilleries Ltd. The impacts of international listings indicate
that USL brands are not only some to the most popular brands in
the world but are also highly valued. (McDowell’s No1 Whisky,
Bagpiper Whisky, Director, Special Whisky & McDowell’s
Celebration Rum)
42
Annexure
Customer Questionnaire
Q..1. In which age group do you exist?
1. 21 - 30 2. 31 - 40 3. 41 - 50
4. 50 & above
Q.2 Which factor influence you to purchase USL’s brand & others?
1. Quality 2. Price 3. Variety 4. Availability
Q.3 Do you know USL?

1. Yes 2. No
Q.4 What you preferred to drink mostly?
1. Whisky 2. Rum 3. Scotch 4. Vodka
5. Gin
Q.5 Which brand do you purchase?
1. USL 2. Seagram’s 3.Diageo 4. Radico
5. BDA
Q.6 Source from where you come to know about USL’s Brands?
1. Pop 2. Hoardings 3.TV Advertisement
4.Print Media
Q.7 Does there is any need to change in the product of USL Brands?
1. Quality 2. Price 3. Taste 4. Packing
Q.8. Which Brand satisfies you in all aspects?
43
1. BP 2. RS 3. McD. No.1 4. White Mischief
5. Other
Q.9 Your opinion about USL Brand’s?
Suitable Good Better
Best
1. Quality
2. Price
3. Taste
4. Packaging
Q.10. Are you satisfied with the quantity according to the price of USL
as compared to another?
1.Satisfied 2. Not Satisfied
Retailer Questionnaire
Q.1 Which is your running brand?
1. BP 2. RS 3. McD. No.1 4. CLR Rum
5. Other
Q.2 Are you satisfied with the schemes given by USL compared to
other ?
1. Satisfied 2. Partially Satisfied 3. Not Satisfied
Q.3 How is the availability of pack size of USL as compared to

others?
1. . USL 2. Seagram’s 3.Diageo 4. Radico
5. BDA
Q.4 Do you face any problem with the packing of the bottles?
1. Mostly 2. Partly 3.Not at all
Q.5 Which is the first word comes in your mind when you think of the
following?
Whisky ………………………………………
Vodka ………………………………………
44
Rum ………………………………………
Gin ………………………………………
Q.6 Are you satisfied with the credit facilities provided to you by USL
as compared to others?
Q.7 Are you satisfied with the company service ?

Q.8 Which company provide you more profit margin with respect to
discount & schemes?
1. USL 2. Seagrams 3. Diageo 4. Radico
5. BDA
Q9 Are you satisfied with promotional activityof USL compare to
other?
Q.10 Which is the largest selling brand of USL & other in the
following
segment of Whisky?
Scotch ………………………………………
Super Premium …………………………….
Premium ……………………………………
Prestige ……………………………………..
Regular Plus ………………………………..
Regular …………………………………….
45
Bibliography
1. Kotler, Philip and Keller, Kevin lane, (2005)., marketing

management._12th ed._, New Delhi , Prentice Hall of India.
2. Ramaswamy, V.S. & Namakumari, S., (2005)., Marketing
Management._3rd ed._,New Delhi, Macmillan. India Ltd.
3. Kothari, C.R., (2004)., Research methodology._2nd ed._, New
Delhi, New Age international (p) India Ltd.pp.152, 184.
4. Aaker, David A. & Kumar. V, Day George’s , (2000)., Marketing
Research ._9th ed_, New Delhi , Wiley India (p) ltd.
Webliography
1. www.Google.com
2. www.theubgroup.com
3. www.kingfisherworld.com
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Introduction

The comprehensive analysis & Consumer Survey for

United Spirit Ltd. Aurangabad.

The research conducted was exploratory in nature. Aurangabad

consumer awareness and satisfaction as well as brand loyalty to find out

the factors which would influence buying decision of customers and

about the functioning of existing retailers and consumers.

Random sampling was used as mode of collecting the sample.

analysed on chosen parameters .This analyzed data was later converted

make results easily comprehensible by anyone going through the report.

presentable format of the customers as well as retailers perception about

brand effectiveness of united spirit Ltd.

The two types of consumers are:

 Bulk Consumer: is the consumer who buys the product in

Model of Consumer behavior

directly or indirectly affects the process of buying behavior.

So this Model is most appropriate for United Spirit Ltd. products.

Significance of Consumer Behavior

The study of consumer behavior holds great interest for us as

consumer, as student, as researcher, as marketer and as customer.

style influences that persuade us to make the product or service

Importance of the study of Consumer Behavior:

By the study of the consumer behavior the producer can get

From the being one of the first names to be

In 1951, McDowell became the prime acquisition of the United

In 1987 Consolidated Distilleries Ltd. was started.

INTRODUCTION TO THE COMPANY

United Spirits Limited focus on profitable sales results in – 60%

Dominant across regions flavoured and price segments.

Owns 145 brands (including 13 Millionaire brands) – focus on 40

Manufactured across 69 manufacturing units (down from 85 LE with

Revenue growth of focus brands at 16% - significantly in excess of

Black Dog Whisky

Single Malt Whisky

Antiquity Blue whisky

Antiquity Rare Whisky

Royal Challenge Whisk

McDowell’s No.1 Reserve Whisky

McDowell’s No.1 Diet Mate Whisky

Royal Mist Whisky

Derby Special Whisky

Director Special Black Whisky

Green Label Whisky

McDowell’s no 1 Celebration Rum

McDowell’s Honey Bee Brandy

White Mischief Vodka

Blue Riband Gin

Role of market research:-

Market Research Process:-

Stages in the market research process :-

Marketing survey is the systematic gathering and analysis of the data,

STAGES IN MARKET RESEARCH PROCESS

Defining the problem

Statement of the research objective

Planning a research design

Collecting the data

Analyzing the data

Analyzing the data:

Formulation of conclusion, preparing and presenting the report –

The final stage in the research process is that of interpreting the

RESERCH METHODOLOGY TABLE

Primary and secondary data collection.

Introduction: An exploratory research was conducted for assessing