RESEARCH report ON aLCOHOL

Submitted toProf. Vinay Kumar Jain

Submitted byPrerna Mehta MB12FC49 Sheetal Sharma MB12FC12

ABSTRACT
This project work done on ALCHOL INDUSTRY mainly envisages the following aspects Overview, which talks about the industry size, major players & growth opportunities. Findings which covers various segments of alcohol consumers, their frequency of reading news paper, the language the readers prefer, the newspaper they usually subscribe, the reasons for their preference, the competition among newspaper-radio-internet, if those alternatives affect newspaper industry or not, the reasons for which it is affected, if the readers read the advertisement or not, the decisions which the readers make placing trust on newspapers . The report lastly contains a summary of conclusion.

INTRODUCTION
PROBLEM FORMULATION:
In this very case we are dealing with 2 basic problems: Factors determining the demand of alcohol products. Competition among the alcohol brands.

VARIABLES:
For conducting this study , some parameters are to be taken into consideration and as this report is on alcohol so we have to define those parameters that affect the alcohol preference. The parameters are as follows: COMPETITION AMONG THE ALCHOL WITHIN THE ALCHOL INDUSTRY: Segment of people Price Quality Market value

REASONS BEHIND PREFERNCE OF BRAND: Availability Brand Taste and Preferences Alcohol content

INDUSTRY REVIEW:
The large majority of beverage alcohol is produced by a plethora of small domestic manufacturers catering to local traditions and tastes. These products are not traded internationally, but their levels of production are generally recorded by governments (largely for purposes of collecting excise taxes). They are often termed commodity drinks-legal, commercially-produced local alcohol sold at very low prices. They reflect the local drinking culture and, in certain regions, account for an overwhelming share of recorded consumption. Spirits brands are estimated to account for 99% of total recorded consumption in China; 94% in Russia; 92% in Thailand; 89% in Brazil; and 75% in India.

Few of the major players include: - KINGFISHER - TUBORG - BAGPIPER - McDowells - WUDWISER

OBJECTIVES:
To find out the most preferred alcohol brand among the selected segments.

To find out the reason for preference.

Finally, to find out whether there are any close substitute for the product or not?

RESEARCH METHODOLOGY
1. Type of questions a) Close ended questions - Dichotomous - MCQ b) Open ended questions - Completely unstructured 2. Method of sampling Probability sampling - Stratified sampling: population was divided into four segments, discussed in the next point, based on their occupation. 3. Segmentation: a) TEENAGERS b) AGE BETWEEN 25-40 c) 40-60 d) 60 AND ABOVE 4. Sample size The sample size was of 70 respondents. 5. Data collection methods a) Primary data - Collected with the help of questionnaire b) Secondary data - Books & publications - Online portals 6. Area covered- IMS college, DIT campus

findings
I. Segment of people covered

II.

Frequency of ALCOHOL CONSUMPTION

Daily 35 More than once a week

Once a week Fortnightly

19

23 14 8 12 14

2 3 2 25-40

4 4 2 0 40-60

1 3 2 2 60 AND ABOVE

Overall

TEENAGERS

III.

BRAND PREFERNCE

IV.

Reason for preference

V.

Do these factors affect alcohol brand preference?

Yes

No

10%

90%

VI.

Reason, as to why has it affected

ALCOHOL CONTENT BRAND AVAILABILITY QUALITY PRICE 3

9 11

29 21

VII.

Do you think alcohol have any close substitute?

Yes

No

7%

93%

Summary of Conclusions
It can be said that the quality and brand plays a very important role in determine the demand of alcohol. Consumption of alcohol is based only on the quality of the product. Also, when it comes to the teenage segment of consumers price do matters a lot. India is turning out to be an attractive territory for global players as consumption of alcohol has saturated in many countries and even declined in traditional markets like Europe, while India offers immense growth opportunities, because here in INDIA every age segment consumer consumes alcohol according to their preference. Also research proved that there is no such close substitute available in the market for the consumers. Out of 5 factors listed above for determining the demand of the alcohol 3 of them i.e. price, quality and brand plays a very important role for determining the demand. It can be seen that increasing acceptance of alcohol consumption among the rich and aspiring middle class, coupled with rising disposable income and a large young population, indicate high growth potential for the sector. This has provided alcohol manufacturers with a lucrative and expanding target segment. According to the research, Tuborg is the most preferred brand because of its taste and also it is moreover producing beers rather than other alcoholic products which attracts the teenagers which are to considered as THE HARDCORE DRINKERS who holds almost 80% of the market of alcohol industry.Kingfisher is also considered to be a close competitor of Tuborg because of the pricing strategies they have adopted that fits in every mans pocket. Hence, we can conclude that the price and quality plays a crucial role for influencing the demand of the alcohols.

RECOMMENDATIONS
As there are a large number of competing news agencies, all the players should take care of the content quality as that is the main stimulator behind preference. The newspaper agencies should create some interactive platforms to get back the share of popularity taken away by television, radio & internet. They should make provisions for subscription of online newsletters, as sometimes people read the newspaper online without buying it, which results in less sales.

Webliography
http://en.wikipedia.org/wiki/The_Times_of_India http://business.outlookindia.com/pdf/FICCIFRAMESExecutiveSummary.pdf www.google.co.in