Post on 07-Apr-2018
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GURU NANAK COLLEGE OF
ARTS,SCIENCE & COMMERCE. NIKHIL SAVANT 19
BHIMA THANAGANI 25
VIVEK JOHN 33
RYAN FERNANDES 36
VIJAYA BALAJI 44
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 ageprofile, 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.
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Grover Vineyards and Sula Vineyards too have made smart strides in a shorttime span. Recently, companies in the Indian Made Foreign Liquor (IMFL)space like Diageo, United Breweries and Seagrams too have ventured intomaking wine. Other majors players in this field are United SpiritsLtd, 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 athird of the total liquor consumption in India. Most IMFLs are cheap andpriced very low. Whisky accounts for 60 per cent of the liquor sales, whilerum, 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. Thegovernment is planning to do away with the licence requirement formanufacturing potable alcohol. Scrapping the licencing requirement wouldboost manufacture of beer, wine, whisky, rum, brandy and other alcoholicbeverages. Increasing GDP, favourable growth in the demographics with a
growing urban middle class, growth of modern retail formats, hopefulrationalization of the taxation rules and ban on local country liquor andrising health consciousness, age preferences will act in favour of the growthof alcoholic beverages in India in the near future.
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India
In some states ofIndia alcoholic drinks are banned (as inthe states ofGujarat and Mizoram). Prohibition has becomecontroversial in Gujarat following a July 2009 episode inwhich widespread poisoning resulted from alcohol that hadbeen sold illegally.
The state ofAndhra Pradesh had imposed prohibitionunder the Chief Ministership ofN. T. Rama Rao
, but this wassubsequently lifted.
Certain national holidays such as Independence Day andGandhi Jayanti(birthdate ofMahatma Gandhi) are meant tobe dry nationally. Dry days are also observed on votingdays. All of the Indian states observe dry days on majorreligious festivals/occasions depending on the popularity ofthe festival in that region
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Effects of alcohol on health Short-term effects of alcohol consumption include intoxication and
dehydration. Long-term effects of alcohol include changes in themetabolism of the liver and brain and alcoholism (addiction to alcohol).
Alcohol intoxication affects the brain, causing slurredspeech, clumsiness, and delayed reflexes. Alcohol stimulates insulinproduction, which speeds up glucose metabolism and can result in lowblood 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 medianlethal dose of LD . This means that .45% is the concentration of bloodalcohol that is fatal in 50% of the test subjects. That is about six timesthe level of ordinary intoxication (0.08%), but vomiting or
unconsciousness may occur much sooner in people who have a lowtolerance for alcohol. The high tolerance of chronic heavy drinkers mayallow some of them to remain conscious at levels above.40%, although serious health dangers are incurred at this level.
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Alcohol also limits the production ofvasopressin (ADH) from thehypothalamus and the secretion of this hormone from theposterior pituitary gland. This is what causes severe dehydration
when large amounts of alcohol are drunk. It also causes a highconcentration of water in the urine and vomit and the intensethirst that goes along with a hangover.
Alcoholism can lead to malnutrition because it can alter digestionand the metabolism of most nutrients. Severe thiamine deficiencyis common in alcoholism due to deficiency offolate
, riboflavin, vitamin B6, and selenium ; this can lead toKorsakoff's syndrome. Alcoholism is also associated with a type ofdementia called Wernicke-Korsakoff syndrome
, which is caused bya deficiency in thiamine (vitamin B1).
Muscle cramps, nausea, loss of appetite, nerve disorders, and
depression are common symptoms of alcoholism. Osteoporosisand bone fractures may occur due to deficiency of vitamin
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Data Collection sources
Gathering the data from primary as well assecondary sources has
PRIMARY SOURCES
Primary data collection process was carried outby personally interviewing the targetedconsumers.
SECONDARY SOURCES
The collection of secondary data on liquor is avery tedious. However, secondary data arecollected through articles,internet etc
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DATA COLLECTION METHOD
Data collection has been done through a veryuseful & popular survey method. The survey wasconducted through personal interviews to recordthe consumers perception, attitude towardsLiquor. To understand each individualresponse, the personal interview method is
better than other methods like telephonicinterviews, mailing questionnaire etc. Becausethis method gives enough flexibility to ask anyother question which is relevant for research
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DATA COLLECTION INSTRUMENT :
The survey method was used for theresearch; the personal interviews were
conducted with the help of a structured
questionnaire.
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SAMPLING PLAN
Place: Mumbai
Target Respondents: Consumers Sampling Procedure: Convenient sampling
Sample Size: 50 Consumers
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How often do you currently
drink alcohol?
Once a month
53.75%A few times a
month
20.25%
.Once a
week
16.00%
More than
once a week
10.00%
Once a month
A few times a month
.Once a week
More than once a week
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At whatage did you firsttry
alcohol?
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Under what circumstances did
you firsttry alcohol?
At home
17.78%
At a friends48.89%
In a pub
11.11%
In a club
4.44%
Other
17.78%At home
At a friends
In a pub
In a club
Other
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.Where did most of your early
drinking experiences takeplace?
At home
26.19%
At a friends
52.38%
In a pub
11.90%
In a club
9.52%
Column1
At home
At a friends
In a pub
In a club
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How would you describe these
experiencesVery positive
9.09%
Positive
29.55%
Neutral47.73%
Negative
9.09%
Very negative
4.55%
Very positive
Positive
Neutral
Negative
Very negative
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How often did your father drink
while you were growing up?
Never
45.45%
Once a
month
22.73%
A few times
a month
18.18%
Once a week
4.55%
More than once
a week
9.09%
Sales
Never
Once a month
A few times a month
Once a week
More than once a week
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Express displeasure to someone
who has had too much to drinkat your party
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Very
unlikely
Unlikely Neutral Likely Very likely
16.67%
21.43%
35.71%
16.67%
9.52%
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Set limits on how many drinks
youre goingto have on a nightout
Very unlikely
11.90% Unlikely
9.52%
Neutral
45.24%
Likely
21.43%
Very likely
11.90%
Sales
Very unlikely
Unlikely
Neutral
Likely
Very likely
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Celebrate by drinking when
things go well for you
Very unlikely
20.93%
Unlikely
11.63%
Likely
58.14%
Very likely
9.30%
Very unlikely
Unlikely
Likely
Very likely
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Whatis your sex?
male
72.34%
female
27.66%
male
female
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