Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
-
Upload
indresh-kumar -
Category
Documents
-
view
220 -
download
0
Transcript of Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
1/108
ACKNOWLEDGEMENT
Some works are so typical that are impossible for a person to complete it
alone. Summer Internship Project is one of them. I would not be able to complete my work
without the help of my respected Company Guide, Faculty Guide, my college and workplace
colleagues and my family members. So it is my obligation to thank all of them.
I have had the honour of having been associated & working under the able & stimulating
guidance of Mr. Rakesh Dhawan (Head of Sales & Marketing) and Mr. Manoj Bhardwaj
(Area Sales Manager), MANAV BREWERIES Pvt. Ltd. for giving me an opportunity of
working and proving my worth in the corporate world.
I would like to thanks Ms. Rekha Saraswat Who not only played the role of my friend,
Philosopher and Guide at G.N.I.T. (Management Institute) but also mentored me at every stage
of my project work. I would like to extend my heartily thanks to entire Faculty of MBA
Department for their constant cooperation and support to take decision during the course of my
training. Indeed I shall remain ever grateful to them.
Also I would like to thanks the help and assistances rendered to me during the period of the
project by all those whose name could not be mentioned.
The experience I gained during this research report is of immense importance to me
academically and more so professionally. It helped me a lot in making a strong base in the field
of marketing.
And finally I would like to offer my heartiest prayer to the Goddes Gayatree, who has given me
mental and spiritual strength to complete this project work.
Indresh Kumar
MBA IIIrdSemester
Roll No.-0927270045
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
2/108
PREFACE
Its a thing of massive gratification for me to present this project report on the topic Buying
behavior of distribution channel completed in an unrivaled organization.
I know that even this area in which I have a little knowledge, I do not know enough. There are
new task in these area for which tarn not yet equipped with tested, proven approaches and tools.
New area of challenge and new technology problems has arisen; where I have done some little
work so for and where I have so for only ignorance rather than even a modicum of knowledge.
This project attempts to identify and define areas related to consumer buying behavior of hard
drinks. By this project I attempt to know about preferences of consumers of different hard drinksbrands. By this practical training I am able to equip the manager with the understanding, the
thinking, the knowledge, and the skills for today and also for tomorrows market exigency.
Initially I was just having the bookish knowledge about all marketing policies, practices and
functions, but after joining this organization, I got most of practical knowledge. I have come to
know, what actually happens in the organizations.
Through it is not possible to have the information of all the spheres in the market, in such a very
short period , I tried to get more and more about all functions and practices applied in practical
working, I have particularly stresses on.
This project report has been painstakingly and thoroughly prepared to cover extensively various
facets both as well as the field of hard drinks.
Since customers are the most important asset of any organization, there is increased emphasis on
the need for understanding people in a manner to satisfy them through quality of service. This
project is intended for a wide audience. It will be useful to not only the student of management
and preference of consumers, but also the people in any other field and management practitioners
who want to understand and enrich their understanding of consumers preferences.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
3/108
CONTENTS
S. N. CONTENT PAGE No.
1. Acknowledgement 1
2. Preface 2
3. Executive Summary 5
4. Theoretical Framework 6-7
5. Introduction
Hard Drink
Process of Making Hard Drink
History of Hard Drink
Why Hard Drink better than Milk
Top 10 Reasons Hard drink is good for your Health
Other Distilleries
The Liquor Industry in India
Overview of Indian Hard Drink Market
Market Segmentation
Determinants of growth of Indian Hard drink Market
Future Growth
8
8-12
13-19
20-21
22-23
24-25
26
27-29
29-30
31
32-33
33-35
6. Review of the Literature
Buying Behavior and Types
Buying Process
Black Box Model
36
36-37
38-40
41
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
4/108
7. Research Methodology 42-43
8. Data Collection Method 44
9. Objective and Scope of study 45-46
10. History and Company Profile
Company Profile
Product Profile
Competitors
47
47-58
59-60
61-68
11. Marketing Strategy 69
12. Formulation of marketing Strategy
Marketing Mix
Sales Promotion
Advertisement Method
Distribution Channel
Channel Oriented Behavior
Factor Influencing Marketing Strategy
Marketing Activity at MBPL
70
70-74
75
76
77
78
79-83
84
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
5/108
13. Data Analysis and Interpretation
Top 10 Wholesaler in Haryana Hard Drink Market
85-104
97
14. Finding and Recommendation 105
15. SWOT Analysis of MBPL 106
16. Conclusion 107
17. Limitation 108
18. Bibliography 109
19. Annexure
Questionnaire111-114
EXECUTIVE SUMMARY
The objective of the project is to know the consumers preferences for hard drinks, to study theMarket potential of available brand of hard drinks and an introduction of Target hard drinkswhich is re launched in all over Haryana, and policy adopted by the company for advertisement,sales, promotion and marketing. The company MANAV BREWERIES has interests in varioussector and they provide consistent quality to meet requirement.
This report clearly mentions objective of the study and the research methodology utilized inwhich primary data. The data collection method used is structured questionnaire in which thetype of question used is multiple choices.
The report contains a detailed view of the tasks, which have been undertaken to analyze of harddrinks. Various sets of questionnaire have been prepared to know the preference of consumersabout the hard drinks. The research area is whole Haryana. The project reveals one of theimportant findings like more and more advertisement and to provide scheme of retailers toincrease the sale in retail outlets and to provide competitive price to wholesaler for success there-launch product.
A detailed survey of the wholesaler and retailer was carried to find out their preferences forHARD DRINKS. The details of the methodology are stated below.
Area is Haryana, research design Exploratory and descriptive, sources of information is primarydata. Data collection method structured non designed questionnaire.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
6/108
Types of questions used open ended and close ended. Sampling method is Random Sampling.
In this study I found that most of the wholesaler and retailer prefer to sale those brandwhich are more demanded by the customer and the most important thing retailer can sale anybrand in their outlets if company provide a better scheme.
THEORETICAL FRAMWORK
In the late 1820s Edward Dyer moved from England to set up the first brewery in India at
Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near Shimla,
producing Asia's first hard drinks called Lion. The brewery was soon shifted to nearby Solan
(close to the British summer capital Shimla), as there was an abundant supply of fresh spring
water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd.
still operates. Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.
Indian Liquor and hard drinks industries share common characteristics arising form a
similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and hard drinks
are state subject, with each state controlling the duty structure and distribution. Incidence of
import and export duties results in high cost of interstate movements which has resulted in eachstate having attributes of a separate market.
Hard drink is the world's oldest and most popular alcoholic beverage. Some of the
earliest known writings refer to the production and distribution of hard drinks. It is produced by
the fermentation of sugars derived from starch-based materialthe most common being malted
barley; however, wheat, corn, and rice are also widely used, usually in conjunction with barley.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
7/108
Hard drink is one of the world's oldest beverages, possibly dating back to the 6 th millennium BC,
and is recorded in the written history of ancient Egypt and Mesopotamia. The earliest Sumerian
writings contain references to hard drinks. A prayer to the goddess Ninkasi known as "The
Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe for
hard drinks in a culture with few literate people.
The main objective of this study is to find out the behavior of distribution channel
towards Bear Market. What is strategy adopted by the company to re-launch the product. The
design of research project is the plan that ties the data collected to questions or hypothesis posed,
thereby linking the data to the conclusions to be drawn. Marketing research projects are either
exploratory or conclusive in nature depending on the objectives. In this exploratory research has
been conducted in finding the extent of acceptance of newly launched Genius Prestige whisky,
its strengths and weakness through customers and retailers.
The industry's representations for removing hard drinks restrictions are
straight and simple: Hard drinks are only an agrifood. Arguing that it has neither fat nor
cholesterol the hard drinks manufacturers' body has told the government that an average bottle ofhard drinks gives four vital minerals and five important constituents of vitamin B and proteins.
Raw material for hard drinks is malt, the same as for health drinks Maltova and Horlicks.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
8/108
INTRODUCTION
Hard drink
Hard drinks are the world's oldest and most popular alcoholic beverage. Some of the earliest
known writings refer to the production and distribution of hard drinks. It is produced by the
fermentation of sugars derived from starch-based materialthe most common being malted
barley; however, wheat, corn, and rice are also widely used, usually in conjunction with barley.
The starch source is steeped in water. Enzymes in the malt
break down the starch molecules, producing a sugary liquid
known as worth, which is then flavored with hops, which
acts as a natural preservative. Other ingredients such as herbs
or fruit may be added. Yeast is then used to cause
fermentation, which produces alcohol and other waste
products from anaerobic respiration of the yeast as it
consumes the sugars. The process of hard drinks production
is called brewing.
Hard drinks use many varying ingredients, production methods and traditions. Different
types of yeast and production methods may be used to classify hard drinks as ale, lager or
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
9/108
spontaneously fermented hard drinks. Some hard drinks writers and organizations differentiate
and categories hard drinks by various factors into hard drinks styles. Alcoholic beverages
fermented from non-starch sources such as grape juice (wine) or honey (mead), as well as
distilled beverages, is not classified as hard drinks.
Different Strokes of Hard drink:-
LAGER
Brewed using bottom-fermenting yeast that ferments slowly at a low temperature to create
smoother, mellow hard drinks
ALE
Uses top-fermenting yeast, is a more aromatic and fruity product
STOUT
Dark and heavy, with roasted unmated barley and, often, caramel malt or sugar.
MILD HARD DRINK
Developed as a sweeter and cheaper alternative to dark ales.
BITTER
Highly hopped for a more dry and aromatic hard drinks. It is pale in color but strong.
DARK HARD DRINK
Barley is kilned for a longer period of time which creates richer flavors.
FRUIT HARD DRINK
Fruit, usually berries, is added either during primary fermentation or later.
WHEAT HARD DRINK
(WEIZEN)
Malted wheat and barley are used for these German style hard drinks. A great many hard drinks
are brewed across the globe. Local traditions will give hard drinks different names, giving the
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
10/108
impression of a multitude of different styles. However, the basics of brewing hard drinks are
shared across national and cultural boundaries.
Hard drinks are not a distillate like the drinks mentioned above but it is a beverage made by
fermentation of malt obtained from carbohydrate rich material barley. Hops are used to add
taste while yeast is used to ferment the hard drinks.
Hard drinks are not a distillate like the drinks mentioned above but it is a beverage made by
fermentation of malt obtained from carbohydrate rich material barley. Hops are used to add tastewhile yeast is used to ferment the hard drinks.
Hard drinks are two types:
1. Pilsner or Lager
2. Draught
Lager Hard drinks is the most common bottled Hard drinks found in
almost all the retail shops in the country. This Hard drinks is
served chilled and is of two types.
Mild hard drinks alcohol content of 6.75%.
Strong hard drinks alcohol content of 8.75%.
Draught Hard drinks is served chilled in mugs and is generally
available in Pubs only. It can be stored for 72 hours only
and does not have any brand name. Mohan Meakins
supports Draught Hard drinks.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
11/108
Lager Hard drinks is the most common bottled Hard drinks found in almost all the retail shops in
the country. This Hard drink is served chilled and is of two types. Mild hard drinks alcohol
contents of 6.75%, Strong hard drinks alcohol content of 8.75%.
A COMPLETE BRAND PROFILE OF MBPL IS AS UNDER
Strong Hard drink Segment:
Target Super Strong
Karma Super Strong
(Among strong hard drinks 8.25% two brands are available in market namely)
Mild Hard drink Segment:
Icon Premium Hard drink
(Among mild hard drinks 5.25% two brands are available in market namely)
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
12/108
Hard drinks Alcohol Content Table
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
13/108
Page | 3
Hard drink Type %ABV
Lager 4-5
Pilsner Lager 3-6
Wheat (Weiss bier) 4-5
Porter 4-5
Bitter (ESB) 3-7
IPA (India Pale Ale) 5-7
Stout 5-10
Double (Dubbel) 6.5-9
Tripel (Trippel, Triple) 7.5-9.5
Barley wine 8-12
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
14/108
PROCESS OF MAKING HARD DRINK
INGREDIENTS:
The basic ingredients of hard drinks are water; fermentable starch source, such as malted barley;
and yeast. It is common for a flavoring to be added, the most popular being hops. A mixture of
starch sources my be used, with the secondary starch source, such as corn, rice and sugar, often
being termed an adjunct, especially when used as a lower cost substitute for malted barley.
Page | 4
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
15/108
WATER:
Hard drinks are composed mostly of water, and water used to make hard drinks nearly always
comes from a local source. The mineral components of water are important to hard drinks
because minerals in the water influence the character of hard drinks made from it. Different
regions have water with different mineral components. As a result, different regions are better
suited to making certain types of hard drinks. For example, Dublin has hard water well-suited to
making stout, such as Guinness, and Pilzen has soft water well-suited to making pale lager, such
as Pilsner Urquell. As a result, it is argued that the mineral components of water have an
influence on the character of regional hard drinkss.
STARCH SOURCE:
The starch source in a hard drink provides the fermentable material in a hard drink and is a key
determinant to the character of the hard drinks. The most common starch source sued in hard
drinks is malted grain. Grain is malted by soaking it in water, allowing it to begin germination,
and then drying the partially germinated grain in a kiln. Malting grain produces enzymes that
convert starches in the grain into fermentable sugars. Different roasting times and temperatures
are used to produce difference flours of malt from the same grain. Darker malts will produce
darker hard drinks. Nearly all hard drinks include barley malt as the majority of the starch. This
is because of its fibrous husk, which is important in the sparing stage of brewing and high
concentration of amylase, a digestive enzyme which facilitates conversion of starch into sugars
other malted and unmated grains (including wheat, rice, oats and rye, and less frequently, cornand sorghum) may be used.
HOPS:
The flower of the hop vine is used as a flavoring and preservative agent in nearly all hard drinks
made today. The flowers themselves are often called hops. Hops were used in hard drinks by
Jews in Babylon around 400 BC, and by monastery breweries, such as Covey in Westphalia,
Germany, from AD 822, though the date normally given for widespread cultivation of hops for
use in hard drinks is the thirteenth century. Hops contain several characteristics that brewers
desire in hard drinks. Hops contribute a bitterness that
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
16/108
Process of making hard drinks
balances the sweetness of the malt; hops also contribute floral, citrus and herbal aromas and
flavors to hard drinks; hops have an antibiotic effect that favors the activity of brewers yeast
over less desirable microorganisms; and the use of hops aids in head retention, the length of
time that a foamy head created by carbonation will last. The bitterness of hard drinks is measured
on the International Bitterness Units scale. Hard drink is the sole major commercial use of hopes.
In the past, other plants have been used for similar purposes; for instance, Glechoma hederacea
Combinations of various aromatic herbs, berries, and even ingredients like wormwood would be
combined into a mixture know as grit and used in the same way as hops are now used.
YEAST:
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
17/108
Yeast is the microorganism that is responsible for fermentation in hard drinks. Yeast metabolizes
the sugars extracted from grains, which produces alcohol and carbon dioxide, and thereby turns
over into hard drinks. In addition to fermenting the hard drinks, yeast influences the character
and flavor. The dominant type of yeast used to make hard drinks are ale yeast (Saccharomyces
cerevisiae) and lager yeast (Saccharomyces uvarum); their use distinguisher ale and lager.
Brettanomyces ferments lambics, and Torulaspor delbrueckii ferments Bavarian weissbier.
Before the role of yeast in fermentation was understood, fermentation involved wild or airborne
yeast.
Malt mal l - first, the malt is brought to the malt mall, each type of hard drinks requires a
different types of combinations of malted grains. Fermentation- this is the next step in the
brewing of hard drinks. The temperature in fermentation is initially kept here for 2-3 weeks,
lagers are actually kept longer.
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
18/108
THE WORK KATTLE WHIRLPOOL
WATTER COOLER
Filtration - after fermentation ,the next step in brewing, is filtration before the hard drinks is sent
to the serving tank where it is bottled Bottling-after filtration hard drinks is sent to the serving,
where it get bottled.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
19/108
Pasteurization - after the hard drinks is bottled, it is send for pasteurization; this is the last
process in the brewing of hard drinks.
Packaging-The hard drinks finally is ready for the market and it goes to packaging and labeling
house.
Packaging, as defined by Kotler and Keller, refers to all the activities of designing and
producing the container for a product. Though the primary purpose of packaging is to serve
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
20/108
against damage during the movement of the product, it is no longer the only purpose that it
serves. Packaging, and not the product, is the first touch-point that the customer comes into
contact with. A substandard product within a unique packaging might be easier to sell as against
a superior product Packaged in a substandard pack. Superior packaging would not ensure repeat
sales though. Packaging is an effective tool to make the product distinguishable in the clutter.
Packaging, the fifth and final stage of the brewing process, prepares the hard drinks for
distribution and consumption. During packaging, hard drinks is put into the vessel from which it
will be served: a keg, cask, can or bottle. Hard drinks is carbonated in its package, either by
forcing carbon dioxide into the hard drinks or by "natural carbonation".
Recycle - the company is committed towards clean environment by using recycled corrugated
boxes, light weight bottles and using the spend grains from brewing process as high protein for
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
21/108
live stock feed. Besides this the company is also involved in the various environment friendly
programs such as wild life foundation, preserve the environment, sane the forests.
HISTORY OF HARD DRINK
Among the alcoholic drinks, Hard drink is quite common and popular in almost every Country of
the World. People of different countries take hard drink in varying much like a soft drink in
European countries it is just a substitute of water. The alcoholic contents and main source stuff
also keep varying according to the tests of the major part of population of the particular country
although it is a fashion to ask for hard drink of every origin in every country. Formulations of
hard drink manufacturing are done with the view of availability of the raw materials in that
particular part of the World where the brewery is proposed to be established. In most of the parts
of the world, barley is universal source of hard drink extraction. But, hard drinks are
manufactured from Chamomile flowers and powdered gingers etc. as well. The manufacturingprocesses and quality control measure can make the hard drink nutrition, energy packed and
refreshing. Among all the alcoholic drinks hard drink has become so common. Hard drink in the
Western countries is the important constituent of daily food. The most important characteristic of
drink is to keep body warm and certain refresh mess throughout the body. Hard drink is the
dilute alcoholic product. Barley is extensively employed for manufacture of malt used in brewing
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
22/108
and distilling of hard drink. If we categorize hard drink, we find four categories as fallows. 1.
Pale Hard drink Lagers, wheat Hard drink, Pale ales (Bitter Hard drink). 2. Dark Hard drink Dark
Lagers, Porter, Stout, Mils ales (Brown ale) 3. Strong Hard drinks Black Hard drink, Kafir Hard
drink, Iatric Hard drink. 4. Special Hard drink etc. All above categories are in General. A
particular manufacturer, uses, color and flavor of his choice. In handy bottles, it is sold in the
market. The hard drink shall be of the following two type Hard drink, strong Hard drink. Hard
drink is drunk primarily as a source of liquid and for its pleasant & refreshing taste, none the
less; its nutritional properties are of great importance. The calories content of hard drink is
significant but not special high. The calories are provided by the unfermented, residues and
alcohol. Alcohols also replace Carbohydrates, fats, proteins, so that there may be a gain in body
weight. Hard drink also contributes to mineral requirement of the body and supplies useful
quantities of Vitamin B complex. A special use of hard drink is for the control of sodium intake
in the treatment of disease e.g. congestive hearty failure, high blood pressure and certain kidney
and liver ailments. Hard drink is a popular beverage all over the world. Though an
alcoholic beverage hard drink is not considered a hot drink like rum or whiskey as it contains
alcohol ranging from only 8 to 9 percent. It is considered good for health in the sense that being
very less in alcoholic content, it is found effective in improving appetite. The market for harddrink in India was about 65 mn cases of 12 bottles each and is slated to touch 10 mn cases in
200506, a growth of 23% in a year. There is very good demand for hard drink industry. There is
very bright good scope for new investment. Any entrepreneur can enter in this field.
Hard drinks is one of the world's oldest beverages, possibly dating back to the 6th millennium
BC, and is recorded in the written history of ancient Egypt and Mesopotamia. The earliest
Sumerian writings contain references to hard drinks. A prayer to the goddess Ninkasi known as
"The Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe
for hard drinks in a culture with few literate people.
The earliest known chemical evidence of hard drinks dates to circa 35003100 BC from
the site of Godin Tepe in the Zagros Mountains of western Iran. As almost any substance
containing carbohydrates, namely sugar or starch, can naturally undergo fermentation, it is likely
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
23/108
that hard drinks-like beverages were independently invented among various cultures throughout
the world. The invention of bread and hard drinks has been argued to be responsible for
humanity's ability to develop technology and build civilization.
As for the close link between bread- and hard drinks-making, women produced most
hard drinks prior to the introduction of hops in the thirteenth century, selling the beverage from
their homes as a means of supplementing the family income. However, by the 7th century AD
hard drinks was also being produced and sold by European monasteries. During the Industrial
Revolution, the production of hard drinks moved from artisanal manufacture to industrial
manufacture, and domestic manufacture ceased to be significant by the end of the 19th century.
The development of hydrometers and thermometers changed brewing by allowing the brewer
more control of the process, and greater knowledge of the results. Hard drinks were also known
by Slavic tribes in early 5th century.
Why Hard drink better than Milk
There is more protein in hard drinks than in milk. What's more, hard drinks have fewer calories
than apple juice, milk or cola and contain neither fat nor cholesterol. These claims have been
made by the All India Brewer's Association. The apex body representing 42 hard drinks
manufacturers has urged the food processing ministry to delink hard drinks from the status of
liquor and whisky, so that it can be advertised and marketed like any other product. They have
argued that liquor has an alcoholic content of 42.8% while hard drinks have only up to 7%. Hard
drink is battling to get the status of milk. The all India Brewer's Association (AIBA) has argued
in a memorandum to the government that a glass of hard drinks contains more protein than does
the same quantity of milk. Not just that. They have said that the calorie content in hard drinks is
lesser than that of a bottle of apple juice, milk or any cola. So do not club hard drinks with hardliquor in computing tax, argues the industry. "It has been given the status of a fast moving
consumer good (FMCG) that can be traded over the counter at any departmental store", says the
Vice-President and President of Shaw Wallace. "Hard drinks distribution has to be made open as
in Singapore." The industry's representation for removing hard drinks restrictions is straight and
simple: Hard drinks is only an agrifood. Arguing that it has neither fat nor cholesterol, the hard
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
24/108
drink manufacturers' body has told the government that an average bottle of hard drinks gives
four vital minerals and five important constituents of vitamin B and proteins. Raw material for
hard drinks is malt, the same as for health drinks Maltova and Horlicks. In their representation
titled 'Indian Hard drinks Industry - Needs Policy Support'. AIBA has pitched hard drinks as a
"mild and healthy beverage", conforming to the tenets of "responsible" drinking. "Hard drinks
has to be taxed on the basis of alcoholic strength keeping levels on alcohol content as bench
mark", say many of the top manufacturer's. Duties and tax account for 40% of the hard drinks
cost in India while it is of the order of
20% in US, France and Germany. They have said that the cost of one liter of hard drinks taken as
percentage of daily income in the high selling states of Andhra, Karnataka and Maharashtra is
close to 28%. The comparable figures for US, France and Germany are less than 3%. And if
India attains this level of even 15% then the hard drinks should cost around Rs. 30 per liter
(Rs. 20 per bottle). "It is a highly capital intensive business. It is not feasible for the brewers to
sustain the current market pressure", says the top shots. "Brewing companies are increasingly
being declared sick", they add.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
25/108
Top 10 Reasons Hard drink is Good for your Health
Everyone is looking for a reason to drink hard drinks. Right? It turns out that a lot of people are.
So here are 10 great reasons to drink more hard drinks. Not only that, but they're all true. Hard
drinks really are good for your health, so drink up!
Hard drinks Reduces Stress
Alcohol in general has been shown to reduce stress. This one is obvious, and may be the best
reason hard drinks is good for your health.
Hard drink is good for the Heart
A study was conducted from 1982 - 1996 on the elderly. It was found that those who drank at
least 1.5 per day had a 20-50 percent less chance of having heart failure.
Hard drinks Improves Blood Circulation
Hard drinks increase your "good" cholesterol, or HDL (high density lipoprotein) cholesterol. Its
basically a kind of blood fat, so it reduces blood's tendency to clot.
Hard drinks is Chock Full o' Fiber
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
26/108
The fiber comes from the cell walls of the malted barley. A liter of hard drinks can have as much
as 60% of your daily recommended fiber. The extra fiber will keep you regular and can also
lower the risk of heart disease.
Hard drinks as a Multi-vitamin
Hard drinks is a significant source of magnesium, selenium, potassium, phosphorus, biotin,
foliate, vitamin B6 and vitamin B12
Hard drinks can Prevent Strokes
A study published in Stroke magazine in 2001 showed that alcohol drinkers have fewer strokes.
Because it thins the blood, it increases the circulation in the brain, thereby protecting from silent
strokes which are cause by tiny blood clots.
Hard drinks keep your Brain Young
A large study, published in the December 2001 issue of Alcoholism: Clinical & Experimental
Research, was conducted on elderly Italian men and women. It showed that moderate drinkers
had a 40% lower risk of mental impairment.
Hard drinks is good for your Liver
Alcohol expands the small blood vessels in the liver. This speeds up metabolism so it can help
clean all the toxins out of the liver. This is from Hard drinks Net Publication, April 2001
Biological Institute.
Hard drinks Cures Insomnia
Lactoflavin and nicotinic acid, both present in hard drinks, can promote sleep. Also hops are a
natural sedative.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
27/108
Hard drinks Fends off Gallstones
According to Professor Oliver James at the University of Newcastle, hard drinks protects against
gallstones and kidney stones.
OTHER DISTILLERIES
1. WHISKY
Whisky is amongst the most popular distilled liquor known all over the world. It is made of malt
and molasses spirit, which is obtained by distillation of mash or cereal grains like maize, rice
barley malt. Better the malt better the whisky. Large quantities of IMFL are manufactured in
India and is the maximum sold alcohol. The content is whisky is 42.8%.
2. RUM
Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is characterized with
its taste and aroma. Best rums are known to come from Jamaica, West Indies etc. The alcohol
content of Rum is 42.8%.
3. BRANDY
Brandy is generally obtained from fruits, thought the most commonly used fruit is grapes. The
best quality of brandy is cognac, which is made in France.
4. VODKA
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
28/108
Vodka is a sprit resulting out of distillation at very high proof. This result in virtual NPN
existence of flavor in the resulting sprit, which is neutral even after dilution required for
palpability. The traditional source of making vodka has been potatoes.
5. GIN
It is sweetened or unsweetened grain spirit flavored with essential oil juniper berries and some
other product including angelica roots, orange peel, cardamom, bitter almonds give it a kick and
taste.
THE LIQUOR INDUSTRY IN INDIA
The alcohol industry is very important for the government. It generates an estimated Rs. 16,000
crore per annum in spite of the fact that the per capita consumption of liquor in India is the
lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a
third of the total liquor consumption in India. Most IMFLs are cheap and are priced below Rs.
200 per bottle. Alcohol sales proceeds account for 45% of the total revenue collection in thecountry. Whiskeyaccounts for 60% of the liquor sales while rum; brandy any vodka account for
17% 18% and 6% respectively. MNCs share is only 10% and they have been successful only in
the premium and super premium ranges. Post WTO the government may have opened India to
foreign distilleries, but the duty has been increased from 222% to 464-706%. This is due to the
fact that there is a 100% customs duty, 150% contravening duty, local taxes, distributors margin
and retailers margin and publicity charges. The cost is finally borne by the consumer. Through
the government claims that this is being done to protect the domestic liquor industry, the
domestic industry accounts for 99% of the market share. This protectionist policy could prove to
be counterproductive and lead to smuggling. As of now, only 45% of the sales are through legal
channels and only 25% of this is duty paid for. Within India itself, the policy of alcohol retail
differs form state to state. While some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu
have a liberal policy, come states like Haryana and Andhra Pradesh have had very bitter
experience in trying to make these states dry and have eventually had to withdraw the policy.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
29/108
The Indian hard drinks industry has been witnessing steady growth of 10 - 17% per year
over the last ten years. The rate of growth has increased in recent years, with volumes passing
170m cases during the 2008- 2009 financial year. With the average age of the population on the
decrease and income levels on the increase, the popularity of hard drinks in the country continues
to rise.
In modern times, hard drinks began to be exported to India in the early days of the British
Empire the early 1700s. The first modern brewery in India was set up in Kasauli, in the
Himalaya Mountains, near Shimla, in the late 1820s by the Englishman Edward Dyer. The
Indian hard drinks industry has witnessed a big change during the last five years. The industry
was previously dominated by competition between the Vijay Mallya-controlled United
Breweries Group and the Manu Chabbria-controlled Shaw Wallace. The scenario changed,
however, with the entry of SABMiller in India. The international hard drinks giant started by
acquiring small breweries in the south but then completely changed the landscape with Modern
hard drinks brewing began for India in the early days of the British Empire the mid-1700s.
The demand for hard drinks in the hot climate of many parts of India by the British
administrators and the troops was so great that it led to the creation of a completely new style of
hard drinks by George Hodgson in his London brewery India Pale Ale also known as IPA.
IPA is strong, highly hopped ale designed to survive the five month ocean voyage to Indiawithout spoiling. India Pale Ale was shipped with every voyage for over a century and became
very popular in Britain and North America.
In the late 1820s Edward Dyer moved from England to set up the first brewery in India
at Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near
Shimla, producing Asia's first hard drinks called Lion. The brewery was soon shifted to nearby
Solan (close to the British summer capital Shimla), as there was an abundant supply of fresh
spring water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin
Ltd. still operates. Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.
Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan
Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and
Kirkee. In 1937, when Burma was separated from India, the company was restructured with its
Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange.
Following independence, in 1949 N.N. Mohan took over management of the company and the
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
30/108
name was changed to Mohan Meakin Ltd. The company continues to produce hard drinks across
India to this day and Lion is still available in northern India. Lion was changed from an IPA to a
lager in the 1960s, when due to East European influence, most brewers in India switched from
brewing Ales to brewing lagers.
Today no brewer in India makes India Pale Ale. All Indian hard drinkss are either lagers
(5 % alcohol such as Australian lager) or strong lagers (8 % alcohol - such as the popular
MAX super strong hard drinks). International Breweries Pvt. Ltd. have recently announced an
intention to work with Mohan Meakin to produce and launch an India Pale Ale called Indian IPA
from India's first brewery at Solan. Kingfisher, Haywards, Kalyani Black Label, Soumitree,
Jaguar, Foster's, Castle Lager, Royal Challenge, Max, Kings and Belo are popular Indian hard
drinks brands.
In various parts of north-eastern India, traditional rice hard drinks is quite popular.
Several festivals feature this nutritious, quite intoxicating, drink as part of the celebrations. The
rice is fermented in vats that are sometimes buried underground. Elephants are known to attack
villages, with the primary agenda of drinking from these vats. Following one such raid in north-
eastern India, a police officer in Dumka was quoted in the press as saying: "Tribals who love ricehard drinks brew the liquor at home. Elephants too are fond of this hard drink. Often it is found
that, attracted by the strong smell of the liquor, wild elephants tear down the tribal houses where
the brew is stored."
Overview of Indian Hard drinks Market
Market Definition
The hard drinks market consists of ales, stouts & bitters, low/no alcohol hard drinks,
premium lager, specialty hard drinks and standard lager. The market is valued according to retail
selling price (RSP) and includes any applicable taxes. The Indian hard drinks market delivered
strong, stable growth over the last five years. Looking forward, this trend is expected to persist
through to 2011.
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
31/108
The Indian hard drinks market generated total revenues of $874.2 million in 2006, this
representing a compound annual growth rate (CAGR) of 6.6% for the five-year period spanning
2002-2006. Standard lagers proved the most lucrative for the Indian hard drinks market in 2006,
generating total revenues of $760.3 million, equivalent to 87% of the market's overall value. The
performance of the market is forecast to follow a similar pattern, with an anticipated CAGR of
6.8% for the five-year period 2006- 2011 expected to drive the market to a value of $1,213
million by the end of 2011.
Industry BasicsAlcohol Market
1. Spirits Whisky, Rum (Dark, White) Vodka, Brandy, Gin, Ready to Drink (RTD)
2. Hard drinks Mild, Strong
3. Wine & Champaign Red Wine, White Wine, Champaign
4. Country Liquor
Location of consumption & Sale
ON PREMISE OFF PREMISE
Clubs Hyper Marts
Restaurants & Bar Super Marts
Permit Room Wine Shops
Modern on Trade (MOT): Pubs, Hard drinks Shoppe
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
32/108
Market Segmentation I
Sales of standard lager form the most lucrative sector of the Indian hard drinks market, with an
87% share of the market's value. In addition, sales of premium lager generate a further 6.2% of
the market's revenues.
Category % Share
Standard lager 87.00%
Premium lager 6.20%
Ales, stouts & bitters 3.20%
Low/no alcohol 2.90%
Specialty hard drinks 0.70%
Total 100.0%
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
33/108
Market Segmentation II
India accounts for 1.3% of the Manav breweries market by value. In comparison, Japan
generates 45.5% of the market's revenues
Geography % Share
Japan 45.50%
China 36.40%
South Korea 9.50%
Rest of Asia-Pacific 7.30%
India 1.30%
Total 100.0%
Determinants of growth of Indian Hard drink Market:-
The Indian hard drinks market has been growing rapidly over the last 10 years, due to the
positive impact of demographic trends and expected changes, like:
Rising income levels:
India is home to nearly one-sixth of the global population and is one of the most attractive
consumer markets in the world today. Various research studies have shown that a rise in the
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
34/108
income levels has a direct positive effect on hard drinks consumption. The National Council for
Applied Economic Research (NCAER) projects India's 'very rich', 'consuming' and 'climbers'
classes to grow at a CAGR of 15 per cent, 10 per cent and 2 per cent respectively. With this
growth in income levels, Indian hard drinks consumption is expected to continue growing, at the
very minimum, at the growth rates witnessed in the last decade.
Changing age profile:
As a consequence of the high birth rates prevalent until the 1990s, a large proportion of the
Indian population is in the age group of 20-34 years. This age group is the most appropriate
target for hard drinks marketers. This population trend will give a further boost to the growth of
hard drinks consumption in India. Many global players are planning to enter the Indian hard
drinks sector and they realize that a partnership with a local player is important to establish a
successful presence in India in a short time frame.
Changing lifestyles:
A deep-seated traditional social aversion to alcohol consumption has been a traditional feature of
the Indian society. However, as urban consumers become more exposed to western lifestyles,
through overseas travel and the media, their attitude towards alcohol is relaxing. Social habits are
undergoing a transformation as mixed drinks are becoming more popular. The greatest evidence
of this trend is the increase in hard drinks consumption among women. With increasing
urbanization, this acceptance is only going to rise.
Reduction in hard drink prices:
The Indian consumer typically values an alcoholic beverage on the basis of its 'kick' factor versus
its price. The following two factors therefore, affect the market for hard drink. Firstly, as most
states do not have a differential tax structure based on the alcohol content, strong hard drink.
In India the future of hard drinks industry is very much optimistic because:
1. India has predominantly a warm/hot climate
2. The hard drinks-drinkers in the country are much younger than the average hard drinks drinker
elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
35/108
3. Also, as the target audience becomes younger, a light hard drink is expected to attract first-
time drinkers, since it is much milder than any of the other hard drinks in the country.
4. Increasing exposure to hard drinks and wine drinking, mainly due to media and consumer
mobility.
All these factors combined make the scenario very promising for hard drinks industry and are 'in
sync' with their strategy for India
FUTURE GROWTH:-
In India the future of hard drinks industry is very much optimistic because:
1. India has predominantly a warm/hot climate
2. The hard drinks-drinkers in the country are much younger than the average hard drinks-
drinker elsewhere in the world. This makes them more likely to carry the brand with them for a
lifetime.
3. Increasing exposure to hard drinks and wine drinking, mainly due to media and consumer
mobility.
All these factors combined make the scenario very promising for hard drinks industry and are 'in
sync' with their strategy for India.
UB (United Breweries Ltd.) is the market leader in the Indian hard drinks market with a 40%
market share. Its flagship Kingfisher brand alone commands 25% market share. The company
has however been focusing on strong hard drinks, which has driven growth. The company
introduced its strong hard drinks, Kingfisher Strong during the year 2000 in the selected market
of Maharashtra and Karnataka. The move came as a reactive move following increasing shift of
consumers towards strong hard drinks, a trend started by Shaw Wallace. While the overall
market grew marginally by 2%, the strong hard drinks market grew at 8-10% during the year at
the expense of lager hard drinks. The market is now skewed towards strong hard drinks with
more than 60% of the market being strong hard drinks market.
Hard drinks mix today is approximately 60 percent lager hard drinks and 40 percent
strong hard drinks. This ratio was very different 4 years ago. Over the last four years strong hard
drinks has been the fastest growing segment. This was completely usurped by Shaw Wallace. As
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
36/108
of today while Shaw Wallace has approximately 28 to 30 percent of the strong hard drinks
market, UB already has achieved 14 to 15 percent of that strong hard drinks market and is
growing very fast. It launched Kingfisher Strong only in May of 2001. And once it is able to take
Kingfisher Strong national, it will try to match Shaw Wallace's market share over the next few
years. Apart from Kingfisher, and Foster's Hard drinks, the other brands in the Indian market are
Carling Black Label, Carlsberg, Tiger, Barons, Heineken, Budweiser, Corona, Dansberg,
Golden Eagle, Guru, Maharaja Premium Lager, Haake Beck, Haywards 2000 Hard drinks,
Haywards 5000, Haywards skol, Flying Horse Royal Lager, Taj Mahal, Hi-Five, Ice, Kingfisher
Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft, London Pilsner,
Royal Challenge, San Miguel Lager, Sand Piper, Strohs and Zingaro. The major brands which
belong to large groups in the industry (apart from UB) are Shaw Wallace - Royal Challenge
Premium Lager, Haywards 2000 Premium Lager, Haywards 5000 Super Strong, Hi-Five and Lal
Toofan. South African Breweries India Ltd. - Knock-Out, Continental and Three Lions, a new
brand that was launched in the autumn of 2001 by SAB in Uttar Pradesh, Chandigarh and
Himachal Pradesh.
Other possible competition Radico Khaitan and hard drinks international
Interbrew has formed a joint venture to distribute Interbrew's Beck's brand of hard drinks in
India. The premium lager hard drinks segment in India will be targeted. Radico has also
announced the launch of its international division. A lot of new variants promise to gain
prominence, but mainly in niche urban segments. The sophisticated consumer who drinks hard
drinks for the experience and not to get drunk will lap up ice hard drinks or light hard drinks. In
urban centers, apart from first time users companies are also targeting women, who as 'the times
they are a changing, are entering the market for hard drinks. Essentially, women shy away from
hard drinks consumption because it is associated with calories, and has traditionally been a
buddy drink, associated with pot-bellied men sitting at bars and shooting darts.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
37/108
REVIEW OF THE LITERATURE
Definition of buying behavior:
Buying Behavior is the decision processes and acts of people involved in buying and using
products.
The aim of marketing is to meet and satisfy target customer needs and wants. The field of
Consumer behavior shows how individual, group and organizations select, buy, use and dispose
of goods, services, ideas or experience to satisfy their needs and desires.
To know consumer behavior and knowing customer is a complex thing. Ideology of customer is
that they may say one thing but do not another. They may behave in a certain way, influenced by
last minute change in their mind.
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
38/108
Types of Buying Decision Behavior:
There are four types of consumer buying behavior as under:
1. Complex buying behavior
2. Reducing buying behavior
3. Habitual buying behavior
4. Variety securing buying behavior
High Involvement Low Involvement
Significance Difference
between Brands
Few Differences between
Brands
1. Complex buying behavior:
Complex buying behavior involves a three-step process. First, the buyer develops beliefs abouttheir product. Second, he or she develops attitude about their product. Third, he or she makes
thoughtful choice. Consumer engaged in complex buying behavior when they are highly in a
purchase and aware of significant differences among brands. This is usually the case when the
product is expensive. Example- Car, House, TV etc.
2. Reducing buying behavior:
After the purchase the customer might experience dissonance that stems from noticing features
or favorable things about other brands. So a marketer should provide supportive information
which buyer feels satisfied. Example- Paint, Cement etc.
3. Habitual buying behavior:
Many products are bought under condition of low involvement and the absence of significant
brands differences, Example- Detergent, Toothpaste, and Beer etc. Consumers have little
Page | 2
Complex buying behavior Variety securing buying
behavior
Reducing buying behavior
.
Habitual buying behavior
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
39/108
involvement in this product category. They go to the store and reach to the brand, if they keep
reaching for some brands; it is out of habit, not strong brand loyalty. There is good evidence that
consumer have low involvement with low cost frequently purchase product.
4. Variety securing buying behavior:
Some buying situations are characterized by low consumer involvement but significant brand
differences. Here consumers often do a lot of brands switching, e.g. cookies. The consumer has
some belief cookies, choose brands of cookies without much evaluation and evaluate the product
during consumption. But next time the consumer may reach for other brands out of wish for a
sake variety rather than dissatisfaction. Example- Biscuit, Snacks etc.
Purchasing of Hard drink is a habitual buying behavior.
BUYING PROCESS
Buyingprocess by which individuals search for, select, purchase, use, and dispose ofgoods and
services, in satisfaction of theirneeds and wants. See also consumer decision making
At the very beginning of strategizing, the market operations hard drinks manufactures should
perform in depth analysis of consumer behavior. This is one of most important factor as from this
analysis the target market for the hard drinks manufacturer should be cleared and as a
consequence, the market operations can be focused to the specific requirement of the consumers.
BUYING PROCESS
Page | 2
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/process.html -
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
40/108
Need Recognition
Purchase decision making process begins when a buyer becomes aware of anunsatisfied need or
problem. This is the vital stage in buying decision process, because without recognizing the need
or want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
Depletion of stock
Dissatisfaction with goods in stock
Environmental Changes
Change in Financial Situation
Marketer Initiated Activities
Information Search
After the consumer has recognized the need, he / she will try to find the means to solve that need.
First he will recall how he used to solve such kind of a problem in the past, this is called nominal
decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes
to the market to seek advice for which product will best serve his need, this is called limited
decision making.
Sources of information include:
Personal sources
Commercial Sources
Public sources
Personal experience
Alternatives evaluation
Consumers evaluates criteria refer to various dimension; features, characteristics and benefits
that a consumer desires to solve a certain problem. Product features and its benefit is what
influence consumer to prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature that the product offers
and the benefit he / she can get out of that feature.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
41/108
Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product. Retail
outlet image and its location are important. Consumer usually prefers a nearby retail outlet for
minor shopping and they can willingly go to a far away store when they purchase items which
are of higher values and which involve higher sensitive purchase decision. After selecting where
to buy and what to buy, the consumer completes the final step of transaction by either cash or
credit.
Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the
purchase is basically a function of the initial performance level expectation and perceived
performance relative to those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing post purchase
dissatisfaction. If the consumers perceived performance level is below expectation and fail to
meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet
will not be considered by the consumer in the future purchases. This might cause the consumer
to initiate complaint behavior and spread negative word-of-mouth concerning that particular
product.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
42/108
Black box model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOXBUYER'S
RESPONSE
Marketing
Stimuli
Environmental
Stimuli
Buyer
CharacteristicsDecision Process
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Demographic
Natural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Knowledge
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase
behavior
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
The black box model shows the interaction of stimuli, consumer characteristics, decision process
and consumer responses. It can be distinguished between interpersonal stimuli (between people)
or intrapersonal stimuli (within people). The black box model is related to the black box theory
ofbehaviorism, where the focus is not set on the processes inside a consumer, but the relation
between the stimuli and the response of the consumer. The marketingstimuli are planned and
processed by the companies, whereas the environmental stimulus is given by social factors,
based on the economical, political and cultural circumstances of a society. The buyers black box
contains the buyer characteristics and the decision process, which determines the buyers
response.
RESEARCH METHODOLOGY
It would be difficult to comprehend the nature and scope of research without an appreciation of
method we designate as scientific. Research in common parlance refers to a search for
knowledge. In fact research is an art of scientific investigation. One can also define research as
ascientific and systematic search for pertinentinformation on a topic. The role of research in
several fields whether related to business, economy or science has greatly increased in modern
Page | 1
http://en.wikipedia.org/wiki/Stimulus_(psychology)http://en.wikipedia.org/wiki/Black_box_theoryhttp://en.wikipedia.org/wiki/Behaviorismhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Stimulus_(psychology)http://en.wikipedia.org/wiki/Black_box_theoryhttp://en.wikipedia.org/wiki/Behaviorismhttp://en.wikipedia.org/wiki/Marketing -
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
43/108
times. The increasingly complex nature of business and government has focused attention on the
use of research in solving operational problems. Research provides the basis for nearly all
government policies in our economic system and has its special significance in planning the
business and industry.
In todays modern world, where the mantra has shifted from customer satisfaction to customer
delight, it has become very important to know the tastes and preferences of the customers.
Keeping the above view in mind, I thought of carrying out a research on Consumer Behavior
with reference to the upcoming Retail shops in Gurgaon and to find out the viability of the Retail
shops in Gurgaon particularly the Gentry that would visit the retail shop and the facilities that are
important for one to visit the Retail shop. In the hindsight I also wanted to know about what kind
of products and brands would they prefer to buy from the Retail shop. In order to meet the above
objective the following research plan was used.
DATA COLLECTION SOURCES
Gathering the data from primary as well as secondary sources has completed the data collection
process.
PRIMARY SOURCES
Primary data collection process was carried out by personally interviewing the targeted
distribution channel (Wholesaler & retailers).
SECONDARY SOURCESThe collection of secondary data on liquor is a very tedious. However, secondary data are
collected through following sources.
Annual report
Files/ document
Manual of the organization
Books & Project reports
EXTERNAL SOURCES
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
44/108
Business Magazines (Business Today, Business India, Business World and A&M) Newspapers
(Economics Times, Business Standard, Business Line, Financial Express. The Observer of
Business and Politics, the Pioneer). Excise department
For this research we have gone through three stages that are.
(1) Preliminary research
(2) Exploratory research
(3) Conclusive stage
In preliminary stage we define the problem clearly and identified relevant variables that are
related to the problem and brought together these variables and designed the questionnaire
regarding customers profile segment target and positioning strategy for detergents.
In exploratory stage, we made a precise investigation for discovering new ideas and gaining
deep inside in to the problem.
In later stage that is the conclusive stage, we draw out certain conclusion regarding the problem.
Here the research design selected is exploratory research design. Exploratory research design is
applied here to know about all the kith and kin about the problem.
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 consumers perception, attitude towardshard drinks.
To understand each individual response, the personal interview method is better than other
methods like telephonic interviews, mailing questionnaire etc. Because this method gives the
researcher enough flexibility to ask any other question which is relevant for research.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
45/108
DATA COLLECTION INSTRUMENT:
The survey method was used for the research; the personal interviewswere conducted with the
help of a structured questionnaire.
SAMPLING PLAN :
Type of sampling: - Probability
Total sample size: - 26 wholesaler, 500 retailers
Sample Area: - Haryana
Sample unit: - Wholesaler, Retailers
Sample collection technique: - survey Method, Personal interview.
Sample collection Duration: - 45 days
Sampling Procedure: - Convenient sampling
OBJECTIVES AND SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY:-
Main Objective
The primary objective of this study is to find out the behavior of distribution channel
towards Bear Market.
To know the effectiveness of strategy adopted by the company to re-launch the products.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
46/108
Sub Objective
To study consumers brand preference of hard drinks in Haryana.
To study the factors affecting buying behavior of hard drinks.
To study best ways of product promotion.
To know the market leader brand.
To know the consumption pattern of hard drinks in different district.
What are the various schemes and strategies used by competitors to capture market
To assess the brand awareness of the JHV Group in the hard drink Segment.
SCOPE OF THE STUDY:-
With increasing competition, wholesaler strives to ensure that their stores are appealing to their
target markets. As wholesaler is finding it increasingly difficult to create a differential advantage
on the basis of brands alone, the store itself plays an important role for market differentiation.
Completion of the project could help marketing term to develop marketing strategy as per the
market condition and demand. Also it will help to understand the current market scenario and
essence of marketing in stiff competition and this present scenario of customer acquisition and
retention. Being a student of management we can draw the relevant conclusion from the market
survey and give the appropriate suggestion to the organization.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
47/108
The company can take decision according to the suggestion and it will provide better experience
to the student for their bright career.
The scopes of my study are:-
To identify prospective market for the company.
To understand customer perception about the product and experience from the company.
To identify the target market of the company.
To carry out competitors analysis.
To make recommendation to the company to increase sales and enhance brand image.
HISTORY & COMPANY PROFILE
COMPANY PROFILE
ABOUT COMPANY
Type: - Breweries, Hotel, Sugar mill, Distillery
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
48/108
Owner: - Mr. Jawahar Lal Jaiswal
Founded: - In Chennai, Bifurcated fromIndian Express and renamed 1999
Headquarters: -New Delhi
Regd. Office:
14 Community Center,
New Friends Colony,
New Delhi
Telfax: (011) 41628299, 41628205
21 years ago it was a dream that twinkled in the eyes of Mr. Jawaharlal Lal Jaiswal, 21 years
later it is a multi crore reality. A dream that was embraced and nurtured under an able leadership,
a reality that has set benchmarks as christened the JHV group.
It is today's reality with a turn over of $ 120 million. JHV Group various businesses
include Hotel, Construction, Sugar, Brewery and Distillery.
Manav breweries that began over a century and a half ago continue on its path of service to the
world with dedication, courage and an unflinching commitment to quality. Over the years the
Company has embraced modernity and adapted to changing times. Yet, its basic values remain
the same-integrity, Craftsmanship, and tradition from Manav breweries Pvt. Ltd. where the
sanctity of ancient culture, technological development and craving for quality are artfully
blended into the products.
Backed with 25 years of experience in executing country liquor and foreign
liquor contracts for districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the
group is very conversant with the intricacies of the liquor trade and hence decided to build hard
drinks brands.Page | 2
http://en.wikipedia.org/wiki/Indian_Expresshttp://en.wikipedia.org/wiki/Indian_Expresshttp://en.wikipedia.org/wiki/Indian_Expresshttp://en.wikipedia.org/wiki/1999http://en.wikipedia.org/wiki/Indian_Expresshttp://en.wikipedia.org/wiki/1999 -
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
49/108
The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.
Ltd. It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day.
Manav Breweries employ state of the art machineries and latest techniques in its production
facilities to offer premium quality hard drinks to its customers. The company has successfully
completed its trial production in June, 2003. The finished product of the company has been very
well accepted in the market. Good amount of capital has been invested by the team of Manav
Breweries for value addition and quality in making a Premium and Strong hard drinks to
compete with international brands. This is well achieved with the best of imported laboratory
equipments backed by the best R&D at Manav Breweries
The company to operate in India has divided it into 4 zones each:-
Zone covering some states:-
Zone1: Jammu & Kashmir, Punjab
Zone2: Himachal Pradesh, Haryana, Uttarakhand
Zone3: Chandigarh, Delhi, CSD
Zone 4: Jharkhand, Bihar, Orissa, West Bengal, etc
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
50/108
JHV Hotels, offer the comfort of your home while you are
on the move.
JHV Construction Company (P) Ltd., is building residential
complexes, cineplexes, shoping malls etc.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
51/108
JHV ventured into sugar production and set up a mill in
village Gadaura,
Distt. Maharajganj, Uttar Pradesh.
Backed with 25 years of experience, the group is very
conversant with the intricacies of the liquor trade.
M/s. Welcome Distillery Private Limited is running a distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified
Spirit) and 25 KL/ day of E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P. & nb sp;
Hotels
JHV is one of the leading hospitality companies in India. Starting the hospitality business, JHV
Hotels, offer the comfort of your home while you are on the move. The group has over 750
luxury rooms spread across three star to five star hotels in India.
As the JHV Hotels continue to grow, our vision is centered to provide serenity and efficiency
with special services for the guests, the chief mission being to create loyal and satisfied
customers because of our quality and value offerings.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
52/108
Construction
JHV Construction Company (P) Ltd., which has interest in real estate business, is building
residential complexes, Cineplexs, shopping malls etc. It is JHV's constant endeavor to provide
its customers safety and satisfaction.
Sugar mills
JHV ventured into sugar production and set up a mill in village Gadaura, Distt. Maharajganj,
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
53/108
Uttar Pradesh. This mill has a crushing capacity of 5000 TCD. A profitable business venture
shows a lot of promise and the group is in talks to take the venture further.
Brewery
Backed with 25 years of experience in executing country liquor and foreign liquor contracts for
districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the group is very conversant
with the intricacies of the liquor trade and hence decided to build hard drinks brands.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
54/108
The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.Ltd.
It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day. Manav
Breweries employ state of the art machineries and latest techniques in its production facilities to
offer premium quality hard drinks to its customers. The company has successfully completed its
trial production in June, 2003. The finished product of the company has been very well accepted
in the market.
Good amount of capital has been invested by the team of Manav Breweries for value addition
and quality in making a Premium and Strong hard drinks to compete with international brands.
This is well achieved with the best of imported laboratory equipments backed by the best R&D
at Manav Breweries.
Distillery
On a new high - With high spirits JHV spread its wings into the alcohol market. JHV group has
major stakes in liquor contract in India. M/s. Welcome Distillery Private Limited is running a
distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified Spirit) and 25 KL/ day of
E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P. The company has successfully
completed its trial production in Feb, 2003.
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
55/108
PARENT UNIT OF MANAV BREWERIES
BREWERY PVT. LTD.
The registered office of Manav breweries Private Limited is situated at in different states.
Chirag International, Gurgaon
Manav Breweries Pvt. Ltd., New Delhi
Manav Breweries SPIRIT BOTTLING & MANUFACTURING PLANT IN
GHAZIABAD.
(TAI-UP WITH UB GROUP IN U.P.)
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
56/108
Ghaziabad-based Manav Breweries Pvt. Ltd., one of the divisions of the $120 million JHV
Group, is planning to strengthen its marketing network in the northern region.
According to Amit Jaiswal, director of Manav Breweries, though the companys products were
available in over 14 states, Uttar Pradesh and Delhi accounted for over 56 per cent and 14 per
cent, respectively, of the sales. The company sells its hard drinks under the brand names Ikon
and Karma premium lager hard drinks (in the mild segment) and Target (in the strong segment).
We are looking at strengthening our presence in the northern states like Punjab, Haryana,
Rajasthan, Himachal Pradesh, Uttaranchal and Jammu and Kashmir, Jaiswal said.
The company recently bagged the contract to supply hard drinks to the armed forces through the
CSD (Canteen supply department). The company, which exports Karma, premium lager hard
drinks, to the US and Australia, is planning to tap other markets as well.
The company is set to bag big orders from the UK, Canada, Japan and hard drinks-consuming
countries in the European Union as Manav products have been well accepted, Jaiswal said.
Though we have a 300,000-cases-a-month production capacity at our Ghaziabad plant, set up
two years ago, we are exploring the possibility of setting up new units. But that depends on the
market demand, he said. In the next five years, the company aimed at a production capacity of
5 million cases a month, he added.
The company uses 60 per cent production capacity during April-June, considered to be a season
for hard drinks sales, and the rest of the year 40-42 per cent capacity is utilized.
The JHV Group, headed by Jawaharlal Jaiswal, has set up a 5,000 TCD (tone crushed per day)
sugar mill at Gadaura in the Maharajganj district of Uttar Pradesh. It has taken over two non-
functioning sugar units in Padrauna in Uttar Pradesh and Mehrora in the Chhapra district of
Bihar. The company aims at revamping these units to increase production capacity.
In keeping with its north focus, the JHV group, which has over 750 luxury rooms spread across
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
57/108
three-star to five-star hotels in the country, has entered into a pact with the Cendent Hotels to
open a five-star property at Varanasi in UP. The hotel is likely to be inaugurated in January
2006.
Manav Breweries has proved to be one of the most successful operations, as the company has
managed to build great brands in a short span of time and has also gone ahead to get exportorders, said senior Jaiswal.
HAPPY HOURS
The Ghaziabad-based company is one of the divisions of $120 mn JHV Group
It sells hard drinks under the brand names Ikon, Karma and Target
Its products are available in over 14 states, but UP, Delhi account for most of its sales
Now it wants to boost sales in Punjab, Haryana, Rajasthan, HP, Uttaranchal, J&K
About company achievement
JHV Sugar acquires 2 Sugar Units
IKON gets a life time registration for supply in CSD
Manav exports KARMA(lager hard drinks) to Australia and U.S.
Page | 1
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
58/108
PRODUCT PROFILE
MANAV BREWRIES industries Ltd. incorporated on 21th February. 2002-2003 Two new
brands were launched mild and strong segments by the name of:-TRAGET SUPER STRONG
HARD DRINKS & ICON PRIMIUM HARD DRINKS (mild).
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
59/108
TARGET Super strong hard drinks reached a landmark in the country by achieving sales of 1.5
million doz. The brand becomes benchmark for other super strong hard drinks in the country by
setting higher standard of quality and excellent packaging through out the country.
Group achieved a land mark by selling 3.5 million doz. In over 18 states in the country
in the country in the year 2005.as part of diversification plans, the group has decided to set up
resorts having facilities of 30 rooms motels, a pub, hard drinks garden, fast food restaurant,
health care, and recreational facilities.
Manav breweries entered into the USA & AUSTRELIA market, for sailing there brands
KARMA SUPER STRONG HARD DRINKS.
In the year 2010 as part of expansion plans for IMFL, the company has received a letter of intent
from Government of Haryana, distillery for producing potable alcohol for its own IMFL brands
to be introduced shortly. Presently Mr. Rajiv Bali is working as managing directing of MBPL
(Bankerpur): Manav Breweries Ltd (MSBL), the makers of Golden Peacock and Target hard
drinks brands, is now brewing a multi-pronged marketing strategy to reintroduce the American
hard drinks brand Stroh in the Rs 1,500-crore domestic hard drinks market.
A study conducted by the Haryana-based market research agency M&M in March 1999 in
the markets of North-East, North and West India, revealed that 78 per cent of the 4,000
respondents were aware of the Stroh brand and regarded it as a premium hard drinks. The
findings have now spurred Manav Breweries into quickly activating the Stroh brand--with an
integrated marketing plan. Says MBPL head of Sales & Marketing, Mr. Rakesh Dhawan : had
we given a longer gap the brand would have suffered.''
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
60/108
M.B.P.L. now plans to launch new Mild and Strong Stroh hard drinks between mid-June and
September in a phased manner: beginning with Haryana and progressing to2011-2012.
The market of Chandigarh, Punjab, West Bengal, and Haryana in the second phase, it will roll
out the hard drinks in Delhi, Bihar, Daman, Orissa, Madhya Pradesh and the North-East states.
COMPETITORS
Todays world is the competition. In every filed there is competition and the success of any
company or product largely depends upon competition. Competition provides a good quality of
product to the customer. If a company has to survive in the market, then it has to face throughoutcompetition. In liquor industry too the competition is there. The increasing awareness and
exposure to hard drinks among consumers and the removal of quantitative restrictions gives big
boost to the hard drinks industry. It saw the emergence of new companies like future wine and
spirit brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians (NRIs) from USA.
HARD DRINKS consumption in the country increased 7-9 % per year.
Competitors name and profile of Target hard drinks:-
1. SABMILLER INDIA
2. UNITED BREWERIES LTD.
Page | 3
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
61/108
3. COBRA HARD DRINKS
4. CARLSBERG
5. BUDWEISER
1. SABMiller India
SABMiller India is a wholly owned subsidiary of SABMiller plc, the second largest hard drinks
Company in the world over a hundred years of heritage. SABMiller India sojourn began in 2000
and in just a few years, its has cornered nearly on third of the India hard drinks market with
brands such as Haywards 5000. Haywards 2000, Haywards Black, Knock Out, Royal Challenge.
Castle Lager and Fosters. Based on consumer insights, SABMiller India has taken innovative
measures to fill up the packaging, pricing, occasion and product gaps. Expertise on a global level
has come in use to create many firsts in India including the use of one-way bottles, flash
pasteurization, establishing draught standard, and now Haywards Black-a genuine stout hard
drinks with 10 world-class breweries strategically located across India.
SABMiller is well positioned to easily access and
efficiently service the hard drinks markets. The Companys
to India and ethos of quality is reflected in the fact that it
invested over Rs. 125 crore in the last two years to upgrade
breweries in line with global standards. SABMiller is a
market facing and brand led organization that continuously
refreshes itself in pursuit of its mission of owning and
nurturing local and international hard drinks brands which
are the first choice of the consumer. The company invests
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
62/108
in bottles, which are returnable in nature are accounted for
as fixed assets in its books. The company pays to its
customers/agents for returning the empty bottles at the
prevailing market prices. The company urges its
customer/agents to return the empty bottles to the company
for which the company will reimburse them at prevailing
market prices.
The Mohan Meakins Ltd. & their main Products are:
SAB Miller
Haywards 5000
Haywards 2000
Haywards Black
Royal Challenge
Knock out
Castle lager
Foster
Page | 2
-
8/8/2019 Project Report on "Analysis of Buying Behavior Toward Hard Drinks"
63/108
2. UNITED BREWERIES LTD.
The UB group commenced its brewing operations as early as the 19 th cen