beer

SUBMITTED TO:
Prof. S. K. Laroiya
SUBMITTED BY:
ABHISHEK ATREE C-02
DEEPAK CHOUDHARY C-12
MANAN CHOKSHI C-16
PRATEEK GOYAL C-22
RAHUL MAZUMDAR C-25

LETTER/ MEMO OF TRANSMITTAL
Mr.S.K.Laroiya
Senior Professor
Amity Business School
Noida
Dear Sir,
We have now completed the analysis of consumer
preferences of beer drinkers . The result of our research is contained in
the report below. The report is based on response of 476 household
in the state of Delhi/NCR.
The complete methodology is described in the report. Standard
marketing research practices were used in the conduct of the study,
and we believe the results to be valid and reliable within the
constraints as defined in the report.
We believe you will find the results to be interesting and certainly of
use to you and other board members in making your
recommendations for your new service. Looking forward to your
response.
Sincerely Yours,
Group 9
Amity Business School
New Delhi
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ACKNOWLEDGEMENT
With profound sense of regard and gratitude, we thank our
project guide Dr S.K Laroiya for his invaluable guidance,
incessant interest and constructive suggestions during the
course of study. The completion of project wouldn’t have been
possible without his zeal and interest throughout the task,
right from the beginning. We thank him for sharing him
valuable and immense knowledge and timely help, which made
this, project a reality.
Finally we would like to thank our near and dear friends
who have been a constant source of inspiration and support in
the course of the relentless work of our project.
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Table of content
1. LETTER OF TRANSMITTAL 2
2. ACKNOWLEDGEMENT 3
3. INTRODUCTION 5
3.1 Problem Identification 6
3.2 Abstract 7
4. OBJECTIVE 8
5. METHODOLOGY 10
5.1 Market Research 11
5.2 Comparison 11
5.3 Defining the objective of the survey 13
5.4 Writing the questionnaire 14
5.5 What is a survey? 16
5.6 What are some common survey methods? 17
5.7 Questionnaire design 19
5.8 Research design 23
5.9 Errors to look out for! 35
5.10 Beer history 36
5.11 Individual company details 45
6. ANALYSIS 50
6.1 Summary of findings in the report 68
6.2 Cross tab analysis 69
7. LIMITATIONS 95
8. RECOMMENDATION 97
9. CONCLUSION 99
10. REFERENCES 101
11. ANNEXURES 102
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3.1 Problem identification
Manufactures, retailers, suppliers of all kinds of services, and many other organizations
and industry a like beer need certain kinds of information in order to be able to satisfy
their customers, wants and needs and to design effective marketing programs while still
earning a profit. The researchers hence understanding the importance and value of this
industry and undertakes a live market research, with the hope to uncover 5 basic but
essential issues that concern this industry today. At least five such information topics, and
some of the questions marketing managers have regarding them, are as follows.
1: To understand the sociological culture mindsets and usage patterns associated with
beer in India.
2: To understand and quantify the most preferred qualities and associate set segments in
the market with the same.
3: To quantitatively study the changing trend towards foreign beer and understands
reasons of it doing so and also quantifies this market.
4: To study the present market conditions; understanding the current market leaders and
followers and identifying their respective target segments.
5: To evaluate and rank the most important attributes of the products from the consumers
mindset.
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6: To find out the usage patterns of beer and relate with changing sociological mindset of
people in relation to the place where they consume beer.
THE ABOVE-MENTIONED ISSUES AND OBJECTIVE ARE JUST A BROAD
GUIDELINE TO THE RESEARCHERS, THESE OBJECTIVES ARE
ENFORCEABLE TO CHANGE ESPECIALLY AFTER CONDUCTING THE
SECONDARY AND EXPLORATORY RESEARCH, WHICH MIGHT ANSWER
SOME OF THESE QUESTIONS AND PUT FORWARD SOME NEW ISSUES.
3.2 ABSTRACT
The beer industry in India falls under the essential and important food and beverage
sector. FMCG refers to consumer non-durable goods required for daily or frequent use.
One vein that feeds industries ranging from airline and travel agencies to the emerging
fields of telecom, call centers and foreign banking is the food and beverage industry.
These sectors have aggressively recruited students for their marketing and
service departments. Even in itself, beer industry a growing field with exciting career
prospects, both locally and internationally.
The food and beverage industry in India is in a growth phase as the industry has seen
massive investments in the last five years . Typically, a consumer goes to a beer when
ever he feels like. And in turn he looks for various attributes like drinks strength , food
along , music, ambience etc.
Different customers have different expectations from a beer.
This report attempts to answers some of the above mentioned questions by
conducting a market research in the state of Delhi, trying to understand and observe the
changing markets and mind sets in regards to the usage and of beer in India. This report is
broken down into four main parts, first its deals with the problem identification and the
scope of the research, second explains the process or methodology adopted under the
head research methodology followed by the review of literature under secondary research
and finally concluding by analyzing the primary research.
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Objective
The objective to carrying out this project was two fold one was to make students aware of
the usage of Market Research to find out ‘n’ number of things about anything, with the
help of various statistical tools, various MR techniques, various quantative software’s
like S.P.S.S to make a three step progress that is
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The three steps were
1) to collect raw data
2) to extract main and useful information from the data
3) To convert the information in the knowledge which can be used in finding out
many things related and make some useful output.
Then in turn this knowledge will be
Becoming data for any other research and thus refining it more
2nd
objective
To use this MR to show its usefulness and penetration in various fields
Here the field given to us was the beer market and the consumer behaviour related to
various parameters e.g. Price, strength, smoothness etc and to find out the links which are
inter as well as intra in nature.
Information
Knowledge
DATA
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Market Research is the process of planning, collecting, and analyzing data relevant to
marketing decision-making. It’s basically using a combination of primary and secondary
research tools to better understand a situation.
Surveys, of the area in which a product or service is to be offered, which are done to
determine the cost of doing business, any competition, potential sales, etc. The market
research analysis is totally based on the data collected.
Primary and secondary data/information types
Primary - you collect the data
Secondary - someone else collected the data and reported the results, information
produced at least one step from the actual event that produced the original (primary) data
Examples
Primary - artifacts, photographs, movies, sound recordings, letters, dairies, memos,
autobiographies, experimental data, eyewitness accounts, government records, research
data.
Secondary - textbooks, encyclopedias (including CD ROMs like Encarta), biographies,
charts produced from primary data, maps, articles in a newspaper describing
events/surveys not written by an eye witness/data collector, a 'doctored' photo, the census,
"quotes" in newspapers.
5.2 Comparison
Primary
You know how accurate the data is
You may collect data that only supports your ideas
Secondary
Less effort and time to collect
May allow a look at trends over a period of time
May get a lot more data that you could collect on your own
Might be cheaper
May be incomplete
Accuracy is unknown
May be out of data
May have been collected with a particular view in mind
May have been altered
Internal validity
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It is a measure of accuracy of an experiment. It measures if the manipulation of the
independent variables, or treatments, actually caused the effects on the dependent
variable(s)
External validity
It is a measure of determination of whether the cause-and-effect relationships found in
experiments can be generalized
Classification of external variables into categories:
• History—specific events that are external to the experiment but occur at the same
time as the experiment
• Maturation—an extraneous variable attributable to changes in test units
themselves that occur with the passage of time
• Testing effects—effects caused by the process of experimentation
Main testing effect: an effect of testing that occurs when a prior
observation affects a later observation
Interactive testing effect: an effect in which a prior measurement affects
the test unit’s response to the independent variable
• Instrumentation—an extraneous variable involving changes in measuring
instruments or in the observers or scores themselves
• Statistical regression—an extraneous variable that occurs when test units with
extreme scores move closer to the average score during the course of the
experiment
• Selection bias—an extraneous variable attributable to the improper assignment of
test unit to treatment conditions
• Mortality—an extraneous variable attributable to the loss of test units while the
experiment is in progress
Lets the main two constituents which make up a successful Market Research
1) Survey
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2) Questionnaire
First thing is that we have to
5.3 Defining the Objectives of the Survey
The importance of well-defined objectives cannot be over emphasized. A questionnaire
that is written without a clear goal and purpose is inevitably going to overlook important
issues and waste participants' time by asking useless questions. The questionnaire may
lack a logical flow and thereby cause the participant to lose interest. Consequential, what
useful data you may have collected could be further compromised. The problems of a
poorly defined questionnaire do not end here, but continue on to the analysis stage. It is
difficult to imagine identifying a problem and its cause, let alone its solution, from
responses to broad and generalizing questions. In other words, how would it be possible
to reach insightful conclusions if one didn't actually know what they had been looking for
or planning to observe.
An objective such as "to identify points of user dissatisfaction with the interface and how
these negatively affect the software's performance" may sound clear and to the point, but
it is not. The questionnaire designer must clarify what is meant by user dissatisfaction. Is
this dissatisfaction with the learning of the software, the power of the software, of the
ease of learning the software? Is it important for the users to learn the software quickly if
they learn it well? What is meant by the software's performance?
How accurate must the measurements be? All of these issues must be narrowed and
focused before a single question is formulated. A good rule of thumb is that if you are
finding it difficult to write the questions, then you haven't spent enough time defining the
objectives of the questionnaire. Go back and do this step again. The questions should
follow quite naturally from the objectives.
II. Writing the Questionnaire
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At this point, we assume that we have already decided what kind of data we are to
measure, formulated the objectives of the investigation, and decided on a
participant group. Now we must compose our questions.
If the preceding steps have been faithfully executed, most of the questions will be on
obvious topics. Most questionnaires, however, also gather demographic data on the
participants. This is used to correlate response sets between different groups of
people. It is important to see whether responses are consistent across groups. For
example, if one group of participants is noticeably less satisfied with the test
interface, it is likely that the interface was designed without fair consideration of
this group's specific needs. This may signify the need for fundamental redesign of
the interface. In addition, certain questions simply may only be applicable to certain
kinds of users. For example, if one is asking the participants whether they find the
new tutorial helpful, we do not want to include in our final tally the responses of
experienced users who learned the system with an older tutorial. There is no
accurate way to filter out these responses without simply asking the users when they
learned the interface.
Typically, demographic data is collected at the beginning of the questionnaire, but
such questions could be located anywhere or even scattered throughout the
questionnaire. One obvious argument in favor of the beginning of the questionnaire
is that normally background questions are easier to answer and can ease the
respondent into the questionnaire. One does not want to put off the participant by
jumping in to the most difficult questions. We are all familiar with such kinds of
questions.
It is important to ask only those background questions that are necessary. Do not
ask income of the respondent unless there is at least some rational for suspecting a
variance across income levels. There is often only a fine line between background
and personal information.
You do not want to cross over in to the personal realm unless absolutely necessary.
If you need to solicit personal information, phrase your questions as unobtrusively
as possible to avoid ruffling your participants and causing them to answer less than
truthfully.
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Questionnaire
A set of questions designed to generate the data necessary for accomplishing the
objectives of the research proposal.
Types of questionnaires:
1) Mail questionnaire
2) Telephone
3) In-house survey
4) Mall intercept
5) Computer questionnaire
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Now let’s see these two steps in detail and understand what all they cover
Survey
5.5 What Is a Survey?
Today the word "survey" is used most often to describe a method of gathering
information from a sample of individuals. This "sample" is usually just a fraction of the
population being studied.
For example, a sample of voters is questioned in advance of an election to determine how
the public perceives the candidates and the issues ... a manufacturer does a survey of the
potential market before introducing a new product ... a government entity commissions a
survey to gather the factual information it needs to evaluate existing legislation or to draft
proposed new legislation.
Not only do surveys have a wide variety of purposes, they also can be conducted in many
ways -- including over the telephone, by mail, or in person. Nonetheless, all surveys do
have certain characteristics in common.
Unlike a census, where all members of the population are studied, surveys gather
information from only a portion of a population of interest -- the size of the sample
depending on the purpose of the study.
In a bona fide survey, the sample is not selected haphazardly or only from persons who
volunteer to participate. It is scientifically chosen so that each person in the population
will have a measurable chance of selection. This way, the results can be reliably projected
from the sample to the larger population.
Information is collected by means of standardized procedures so that every individual is
asked the same questions in more or less the same way. The survey's intent is not to
describe the particular individuals who, by chance, are part of the sample but to obtain a
composite profile of the population.
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The industry standard for all reputable survey organizations is that individual respondents
should never be identified in reporting survey findings. All of the survey's results should
be presented in completely anonymous summaries, such as statistical tables and charts.
5.6 What Are Some Common Survey Methods?
Surveys can be classified in many ways. One dimension is by size and type of sample.
Surveys also can be used to study either human or non-human populations (e.g., animate
or inanimate objects -- animals, soils, housing, etc.). While many of the principles are the
same for all surveys, the focus here will be on methods for surveying individuals.
Many surveys study all persons living in a defined area, but others might focus on special
population groups -- children, physicians, community leaders, the unemployed, or users
of a particular product or service. Surveys may also be conducted with national, state, or
local samples.
Surveys can be classified by their method of data collection. Mail, telephone interview,
and in-person interview surveys are the most common. Extracting data from samples of
medical and other records is also frequently done. In newer methods of data collection,
information is entered directly into computers either by a trained interviewer or,
increasingly, by the respondent. One well known example is the measurement of TV
audiences carried out by devices attached to a sample of TV sets that automatically
record the channels being watched.
• Mail surveys can be relatively low in cost. As with any other survey, problems
exist in their use when insufficient attention is given to getting high levels of
cooperation. Mail surveys can be most effective when directed at particular
groups, such as subscribers to a specialized magazine or members of a
professional association.
• Telephone interviews are an efficient method of collecting some types of data and
are being increasingly used. They lend themselves particularly well to situations
where timeliness is a factor and the length of the survey is limited.
• In-person interviews in a respondent's home or office are much more expensive
than mail or telephone surveys. They may be necessary, however, especially when
complex information is to be collected.
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Some surveys combine various methods. For instance, a survey worker may use the
telephone to "screen" or locate eligible respondents (e.g., to locate older individuals
eligible for Medicare) and then make appointments for an in-person interview.
Defining the Objectives of the Survey
The importance of well-defined objectives can not be over emphasized. A questionnaire
that is written without a clear goal and purpose is inevitably going to overlook important
issues and waste participants' time by asking useless questions. The questionnaire may
lack a logical flow and thereby cause the participant to lose interest. Consequential, what
useful data you may have collected could be further compromised. The problems of a
poorly defined questionnaire do not end here, but continue on to the analysis stage. It is
difficult to imagine identifying a problem and its cause, let alone its solution, from
responses to broad and generalizing questions. In other words, how would it be possible
to reach insightful conclusions if one didn't actually know what they had been looking for
or planning to observe.
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5.7 Questionnaire Design
Questionnaires are an inexpensive way to gather data from a potentially large
number of respondents. Often they are the only feasible way to reach a number of
reviewers large enough to allow statistically analysis of the results. A well-designed
questionnaire that is used effectively can gather information on both the overall
performance of the test system as well as information on specific components of the
system. If the questionnaire includes demographic questions on the participants,
they can be used to correlate performance and satisfaction with the test system
among different groups of users.
It is important to remember that a questionnaire should be viewed as a multi-stage
process beginning with definition of the aspects to be examined and ending with
interpretation of the results. Every step needs to be designed carefully because the
final results are only as good as the weakest link in the questionnaire process.
Although questionnaires may be cheap to administer compared to other data
collection methods, they are every bit as expensive in terms of design time and
interpretation.
The steps required to design and administer a questionnaire include:
 Defining the Objectives of the survey
 Determining the Sampling Group
 Writing the Questionnaire
 Administering the Questionnaire
 Interpretation of the Results
This document will concentrate on how to formulate objectives and write the
questionnaire. Before these steps are examined in detail, it is good to consider what
questionnaires are good at measuring and when it is appropriate to use
questionnaires, becomes a powerful and economic evaluation tool.
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Why use a questionnaire?
Questionnaires are useful research tools in the development of a food product. They can
be used to:
• gauge consumer preferences, i.e. likes and dislikes
• analyze food consumption patterns
Assess new areas for product development
What can questionnaires measure?
Questionnaires are quite flexible in what they can measure, however they are not equally
suited to measuring all types of data. We can classify data in two ways, Subjective vs.
Objective and Quantitative vs. Qualitative.
When a questionnaire is administered, the researchers control over the environment will
be somewhat limited. This is why questionnaires are inexpensive to administer. This loss
of control means the validity of the results is more reliant on the honesty of the
respondent. Consequently, it is more difficult to claim complete objectivity with
questionnaire data then with results of a tightly controlled lab test. For example, if a
group of participants are asked on a questionnaire how long it took them to learn a
particular function on a piece of software, it is likely that they will be biased
towards themselves and answer, on average, with a lower than actual time. A more
objective usability test of the same function with a similar group of participants may
return a significantly higher learning time. More elaborate questionnaire design or
administration may provide slightly better objective data, but the cost of such a
questionnaire can be much higher and offset their economic advantage. In general,
questionnaires are better suited to gathering reliable subjective measures, such as
user satisfaction, of the system or interface in question.
Questions may be designed to gather either qualitative or quantitative data. By their
very nature, quantitative questions are more exact then qualitative. For example,
the word "easy" and "difficult" can mean radically different things to different
people. Any question must be carefully crafted, but in particular questions that
assess a qualitative measure must be phrased to avoid ambiguity. Qualitative
questions may also require more thought on the part of the participant and may
cause them to become bored with the questionnaire sooner. In general, we can say
that questionnaires can measure both qualitative and quantitative data well, but
that qualitative questions require more care in design, administration, and
interpretation.
When to use a questionnaire?
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There is no all encompassing rule for when to use a questionnaire. The choice will be
made based on a variety of factors including the type of information to be gathered and
the available resources for the experiment. A questionnaire should be considered in the
following circumstances.
When resources and money are limited, a Questionnaire can be quite inexpensive to
administer. Although preparation may be costly, any data collection scheme will have
similar preparation expenses. The administration cost per person of a questionnaire can
be as low as postage and a few photocopies. Time is also an important resource that
questionnaires can maximize. If a questionnaire is self-administering, such as an e-mail
questionnaire, potentially several thousand people could respond in a few days. It would
be impossible to get a similar number of usability tests completed in the same short time.
When it is necessary to protect the privacy of the participants, questionnaires are easy to
administer confidentially. Often confidentiality is the necessary to ensure participants
will respond honestly if at all. Examples of such cases would include studies that need to
ask embarrassing questions about private or personal behavior.
When corroborating other findings. In studies that have resources to pursue other data
collection strategies, questionnaires can be a useful confirmation tools. More costly
schemes may turn up interesting trends, but occasionally there will not be resources to
run these other tests on large enough participant groups to make the results statistically
significant. A follow-up large scale questionnaire may be necessary to corroborate these
earlier results.
Questionnaire
Questionnaires are an inexpensive way to gather data from a potentially large number of
respondents. Often they are the only feasible way to reach a number of reviewers large
enough to allow statistically analysis of the results. A well-designed questionnaire that is
used effectively can gather information on both the overall performance of the test
system as well as information on specific components of the system. If the questionnaire
includes demographic questions on the participants, they can be used to correlate
performance and satisfaction with the test system among different groups of users.
It is important to remember that a questionnaire should be viewed as a multi-stage
process beginning with definition of the aspects to be examined and ending with
interpretation of the results. Every step needs to be designed carefully because the final
results are only as good as the weakest link in the questionnaire process. Although
questionnaires may be cheap to administer compared to other data collection methods,
they are every bit as expensive in terms of design time and interpretation.
22

The steps required to design and administer a questionnaire include:
1. Defining the Objectives of the survey
2. Determining the Sampling Group
3. Writing the Questionnaire
4. Administering the Questionnaire
5. Interpretation of the Results
Questionnaire design is a long process that demands careful attention. A questionnaire is
a powerful evaluation tool and should not be taken lightly. Design begins with an
understanding of the capabilities of a questionnaire and how they can help your research.
If it is determined that a questionnaire is to be used, the greatest care goes into the
planning of the objectives. Questionnaires are like any scientific experiment. One does
not collect data and then see if they found something interesting. One form a hypothesis
and an experiment that will help prove or disprove the hypothesis.
Questionnaires are versatile, allowing the collection of both subjective and objective data
through the use of open or closed format questions. Modern computers have only made
the task of collecting and extracting valuable material more efficient. However, a
questionnaire is only as good as the questions it contains. There are many guidelines that
must be met before you questionnaire can be considered a sound research tool. The
majority deal with making the questionnaire understandable and free of bias. Mindful
review and testing is necessary to weed out minor mistakes that can cause great changes
in meaning and interpretation. When these guidelines are followed, the questionnaire
becomes a powerful and economic evaluation tool.
Now we can use the survey and questionnaire in lot many ways and using different
research design and methods we can have many findings and lots of many inferences
5.8 RESEARCH DESIGN
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Research design provides the glue that holds the research project together. A design is
used to structure the research, to show how all of the major parts of the research project --
the samples or groups, measures, treatments or programs, and methods of assignment --
work together to try to address the central research questions.
Our research is basically exploratory and descriptive in nature.
• The research started with defining the concepts. In our case we had to study
various customer preferences, their consumption habits, the age group which
makes up a major portion of the consumers, the various reasons as to why they
buy different brands of cars, how well the car is publicized and what are the
various marketing tools that could be employed to attract the customer attention
towards the product, the most preferred attributes the customers look for in the
product while making a purchase decision etc.
What is an exploratory research?
In the absence of tried models and definite concepts the exploratory study must be started
from what is available, i.e. one or more objects of study. It is common that in the
beginning of exploratory study, a holistic look at the objects is taken. It means that you
start by gathering as much information about the objects as possible, and postpone the
task of cutting away unnecessary data until you get a better picture about what is
necessary.
The progress of a project of study becomes easier as soon as your point of view and
problem is defined... After this, empirical knowledge that is related to the problem is
gathered; that enables or helps in minimizing the material to be analyzed.
The exploratory analysis of empirical field observations starts by checking that the field
reports are written down intelligibly and without ambiguity. Often the original reports
have been made in hurry; in that case, they should be clarified by the initial observer or
interviewer. The same person is often best adapted to extricate the significant findings
from observations because he/she is able to judge which details are important and which
can be left out. In the same time he/she can start building a preliminary model from those
patterns which seem to recur often, or estimate how well an earlier known model fits the
observations.
As soon as the invariance in the data becomes apparent you can omit all the material that
is no longer relevant and compress the remaining, relevant information. This compacting
is usually done with the help of coding the typical and frequent elements that is by
assigning short names, letters or other symbols to them.
Analysis in exploratory research is essentially abstraction and generalization.
Abstraction means that you translate the empirical observations, measurements etc. into
concepts; generalization means arranging the material so that it disengages from single
persons, occurrences etc. and focuses on those structures (invariance) that are common to
all or most of the cases.
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It will seldom be possible to divide exploratory study into such clear phases as is
common in the case that the object has been studied earlier. According to Alasuutari
(1993 p.22), in qualitative analysis of empirical findings, you can distinguish two phases
but these two overlap:
• simplification of observations
• interpretation of results (or "solving the enigma")
In the simplification phase, the material is inspected from the theoretical point of view of
the study project, and only the points relevant from this angle are noted. Details differing
from one individual to another at random are omitted or pushed aside so that the general
lines of the data can be discerned more easily.
Simplification continues by finding the relationships between separate observations or
cases. Some tools for this work are comparison and classification. The goal is to find the
general rule or model that is valid in all or most of the observations.
"Solving the enigma" does not always mean answering exactly those questions that were
asked at the outset of the project. Sometimes the most interesting questions are found at
the end of the research, when the researcher has become an expert on the subject. It is
often said that "data teach the researcher".
Our research is exploratory in nature. Since we hardly knew anything about the research
topic at the outset of the research and had only a vague impression of what should we
study, therefore it became impossible to make a detailed work plan in advance.
About descriptive research
The purpose of descriptive exploratory research is to extract a structure from the source
material which in the best case can be formed as a rule that governs all the observations
and is not known earlier (per the definition of exploratory study). Finding the unknown
structure may need some creative innovation, because even the most modern
computerized analysis methods cannot automatically uncover the structures concealed in
data. Usually you first have to formulate a tentative pattern for the assumed structure in
the observations and then you can ask the computer to estimate how well the data
corresponds to the model, cf. Tools for Analysis.
In descriptive study the project is often arranged as distinct phases. First you demarcate
the population about which you need knowledge, then select a sample, gather the
empirical data, analyze them, perhaps with the same method as in the earlier study from
which the model was taken, and finally assess the findings.
Adopting models from earlier treatises involves a risk: it can affect your observations so
that you wrongly discard the anomalies or those cases which too much differ from what
would be expected on the basis of the old theory. If this happens, you will never discover
the weaknesses of the old model.
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Our research is also descriptive in nature. It helped us provide data about the population
being studied. It helped us describe “who,what,when,where and how” of the situation.
The objective is to provide a systematic description that is as factual and accurate as
possible. It provided information on the number of people who had seen the
advertisement and the number of people who remembered it well.
Our research has been designed in such a way that abstractions have been translated into
concepts and then generalizations have been formed. It has also helped us describe the
phenomena being studied.
Research Methodology
• Population definition
Population is nothing but the entire aggregation of items from which samples can be
drawn; "it is an estimate of the mean of the population “or it can also be said to be the
number of inhabitants (either the total number or the number of a particular race or
class) in a given place (country or city etc ").
The population consists of :
 Residents of Delhi and NCR.
 both men and women
 all income groups
 most of the consumers were from the working class
 all age groups
• Sample plan
SAMPLE PLAN: A sample allows us to make generalizations about populations. A
sample is a subset of a population, but that subset is only useful if it accurately represents
the larger population .
Our research basically focused on convenience sampling.
In this type of no probability sampling, in contrast, population elements are selected on
the basis of their availability (e.g., because they volunteered) or because of the
researcher's personal judgment that they are representative. The consequence is that an
unknown portion of the population is excluded (e.g., those who did not volunteer). One of
the most common types of no probability sample is called a convenience sample – not
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because such samples are necessarily easy to recruit, but because the researcher uses
whatever individuals are available rather than selecting from the entire population
• Sample size
The sample consists of 300 people both men and women of all age groups and all
income groups.
• Development of the survey questionnaire
We followed an iterative approach in designing the questionnaire. First a structured
questionnaire was formed after revisiting the objective of this research. This was
discussed with Sir, who enlightened as to where we went wrong and asked us to make
various alterations. . After this, certain changes were made. Each question was evaluated
on the basis on comprehensibility, knowledge and ability, sequencing and layout
decisions. Special emphasis was given on the following:
 Doubled barreled questions were avoided
 It was brief so as to cover important aspects
 The wording was simple and not overloaded
 The questionnaire should follow a funnel approach
The following changes were made on Sir’s recommendations:
 Open ended questions were removed
 Lifestyle questions were added
 Wording of the questions were changed.
The questions included in the questionnaire were based on the following scales:
 Semantic Differential scale
 1 open ended question
 Ordinal scale
 Constant sum scale
 Ranking method etc.
• Collecting the data
After having successfully test marketed our questionnaire we undertook the task of
getting our questionnaire filled. In order to fulfill this purpose successfully we went to
various shopping malls , multiplexes, restaurants, juice shops etc. And got vital
information from the crowd present there by employing various data collection
techniques such as interviews, questionnaires etc. In NOIDA our prime target would
be places like WAVES Cineplex. We also went to various residential complexes in
order to get relevant information.
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Statistical inference concerns the problem of inferring properties of an unknown
distribution from data generated by that distribution. The most common type of inference
involves approximating the unknown distribution by choosing a distribution from a
restricted family of distributions. Generally the restricted family of distributions is
specified parametrically.
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What kind of questions do we ask?
In general, there are two types of questions we asked, open format or closed format.
Open format questions are those that ask for unprompted opinions. In other words, there
are no predetermined set of responses, and the participant is free to answer however he
chooses. Open format questions are good for soliciting subjective data or when the range
of responses is not tightly defined. An obvious advantage is that the variety of responses
should be wider and more truly reflect the opinions of the respondents. This increases the
likelihood of you receiving unexpected and insightful suggestions, for it is impossible to
predict the full range of opinion.
It is common for a questionnaire to end with an open format question asking the
respondent for his/her unabashed ideas for changes or improvements.
Open format questions have several disadvantages. First, their very nature requires them
to be read individually. There is no way to automatically tabulate or perform statistical
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analysis on them. This is obviously more costly in both time and money, and may not be
practical for lower budget or time sensitive evaluations. They are also open to the
influence of the reader, for no two people will interpret an answer in precisely the same
way. This conflict can be eliminated by using a single reader, but a large number of
responses can make this impossible. Finally, open format questions require more thought
and time on the part of the respondent. Also, whenever excess questions are asked from
the respondents, the chances of tiring or boring the respondent increases.
Closed format questions usually take the form of a multiple-choice question.
There is no clear consensus on the number of options that should be given in a closed
format question. Obviously, there needs to be sufficient choices to fully cover the range
of answers but not so many that the distinction between them becomes blurred. Usually
this translates into five to ten possible answers per questions. For questions that measure
a single variable or opinion, such as ease of use or liability, over a complete range (easy
to difficult, like to dislike), conventional wisdom says that there should be an odd number
of alternatives. This allows a neutral or no opinion response. Other schools of thought
contend that an even number of choices is best because it forces the respondent to get off
the fence. This may induce some inaccuracies for often the respondent may actually have
no opinion. However, it is equally arguable that the neutral answer is over utilized,
especially by bored questionnaire takers. For larger questionnaires that test opinions on a
very large number of items, such as a music test, it may be best to use an even number of
choices to prevent large numbers of no-thought neutral answers.
Closed format questions offer many advantages in time and money. By restricting the
answer set, it is easy to calculate percentages and other hard statistical data over the
whole group or over any subgroup of participants. Modern scanners and computers make
it possible to administer, tabulate, and perform preliminary analysis in a matter of days.
Closed format questions also make it easier to track opinion over time by administering
the same questionnaire to different but similar participant groups at regular intervals.
Finally closed format questions allow the researcher to filter out useless or extreme
answers that might occur in an open format question.
Whether your questions are open or closed format, there are several points that must by
considered when writing and interpreting questionnaires:
Clarity: This is probably the area that causes the greatest source of mistakes in
questionnaires. Questions must be clear, succinct, and unambiguous. The goal is to
eliminate the chance that the question will mean different things to different people. If the
designers fail to do this, then essentially participants will be answering different
questions.
To this end, it is best to phrase your questions empirically if possible and to avoid the use
of necessary adjectives. For example, if asking a question about frequency, rather than
supplying choices that are open to interpretation such as:
 Very Often
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 Often
 Sometimes
 Rarely
 Never
It is better to quantify the choices, such as:
 Every Day or More
 2-6 Times a Week
 About Once a Week
 About Once a Month
 Never
There are other more subtle aspects to consider such as language and culture. Avoid the
use of colloquial or ethnic expressions that might not be equally used by all participants.
Technical terms that assume a certain background should also be avoided.
Leading Questions: A leading question is one that forces or implies a certain type of
answer. It is easy to make this mistake not in the question, but in the choice of answers. A
closed format question must supply answers that not only cover the whole range of
responses, but that are also equally distributed throughout the range. All answers should
be equally likely. An obvious, nearly comical, example would be a question that supplied
these answers choices:
 Superb
 Excellent
 Great
 Good
 Not so Great
A less blatant example would be questions based on Ordinal Scale i.e. yes/No questions
that ask:
Is this the best CAD interface you have ever used?
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In this case, even if the participant loved the interface, but had a favorite that was
preferred, she would be forced to answer ‘No’. Clearly, the negative response covers too
wide a range of opinions. A better way would be to ask the same question but supply the
following choices:
 Totally Agree
 Partially Agree
 Neither Agree or Disagree
 Partially Disagree
 Totally Disagree
This example is also poor in the way it asks the question. Its choice of words makes it a
leading question and a good example for the next section on phrasing.
Phrasing: Most adjectives, verbs, and nouns in English have either a positive or negative
connotation. Two words may have equivalent meaning, yet one may be a compliment and
the other an insult. Consider the two words "child-like" and "childish", which have
virtually identical meaning. Child-like is an affectionate term that can be applied to both
men and women, and young and old, yet no one wishes to be thought of as childish.
In the above example of "Is this the best CAD interface you have every used?" clearly
"best" has strong overtones that deny the participant an objective environment to consider
the interface. The signal sent the reader is that the designers surely think it is the best
interface, and so should everyone else. Though this may seem like an extreme example,
this kind of superlative question is common practice.
A more subtle, but no less troublesome, example can be made with verbs that have
neither strong negative or positive overtones. Consider the following two questions:
Do you agree with the Governor's plan to oppose increased development of wetlands?
Do you agree with the Governor's plan to support curtailed development of wetlands?
They both ask the same thing, but will likely produce different data. One asks in a
positive way, and the other in a negative. It is impossible to predict how the outcomes
will vary, so one method to counter this is to be aware of different ways to word
questions and provide a mix in your questionnaire. If the participant pool is very large,
several versions may be prepared and distributed to cancel out these effects.
Embarrassing Questions: Embarrassing questions dealing with personal or private
matters should be avoided. Your data is only as good as the trust and care that your
respondents give you. If you make them feel uncomfortable, you will lose their trust. Do
not ask embarrassing questions.
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Hypothetical Questions: Hypothetical questions are based, at best, on conjecture and, at
worst, on fantasy. One simple question such as:
If you were governor, what would you do to stop crime?
This force the respondent to give thought to something he may have never considered.
This does not produce clear and consistent data representing real opinion. Do not ask
hypothetical questions.
Prestige Bias: Prestige bias is the tendency for respondents to answer in a way that make
them feel better. People may not lie directly, but may try to put a better light on
themselves. For example, it is not uncommon for people to respond to a political opinion
poll by saying they support Samaritan social programs, such as food stamps, but then go
on to vote for candidates who oppose those very programs. Data from other questions,
such as those that ask how long it takes to learn an interface, must be viewed with a little
skepticism. People tend to say they are faster learners than they are.
There is little that can be done to prevent prestige bias. Sometimes there just is no way to
phrase a question so that all the answers are noble. The best means to deal with prestige
bias is to make the questionnaire as private as possible. Telephone interviews are better
than person-to-person interviews, and written questionnaires mailed to participants are
even better still. The farther away the critical eye of the researcher is, the more honest the
answers.
Now that you've completed your questionnaire, you are still not ready to send it out. Just
like any manufactured product, your questionnaire needs to go through quality testing.
The major hurdle in questionnaire design is making it clear and understandable to all.
Though you have taken great care to be clear and concise, it is still unreasonable to think
that any one person can anticipate all the potential problems. Just as a usability test
observes a test user with the actual interface, you must observe a few test questionnaire
takers. You will then review the questionnaire with the test takers and discuss all points
that were in any way confusing and work together to solve the problems. You will then
produce a new questionnaire. It is possible that this step may need to be repeated more
than once depending on resources and the need for accuracy.
QUESTIONNAIRES Points
The questionnaire method has come to the more widely used and economical means of
data collection. The common factor in all varieties of the questionnaire method is this
reliance on verbal responses to questions, written or oral. We found it essential to make
sure the questionnaire was easy to read and understand to all categories of consumers
people in the sample. It was also important as researchers to respect the samples time and
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energy hence the questionnaire was designed in such a way, that its administration would
not exceed 2-3 mins. These questionnaires were personal administered.
BENEFITS
The idea was to get potential benefits that are provided while administrating
questionnaires. As they were found to be a simple and a direct manner to generating
feedback from the respondents of the product, taking their minimum time and effort.
SCALING TECHNIQUES
Scaling is the process of creating a continuum on which objects are located according to
the amount of the measured characteristic they process. We have incorporated all types of
scaling techniques for our purpose.
• Nominal Scale
• Comparative Scales
• Rank Order Scale
• Interval Scale
• Multiple Scaling
THE COMPARATIVE SCALES
The question 4 is classic example of this kind of scale, it allows for direct comparison in
the types of pubs available and allows for its influence in the role it plays in determine
the consumer recall rate.
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Nominal scale is generally in terms of YES or NO, our question no1 is typical example of
this kind of scale.
Rank order scaling is also prevalent in our questionnaire this done in question no 9. This
kind of scaling is generally done to rank a particular kind of attribute in scale 1-5.
Paired comparison scale is done no 11 which allows the respondent choose between two
or more sources information.
A multiple scaling question is also prevalent in no14 in which multiple brands can be
compared with each other in order of the similarities between them.
Perceptual mapping on the last question is also possible as it shows the mental
positioning of some of the pubs in the consumers mind.
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5.9 ERRORS TO LOOK OUT FOR!!
_____________________________________________________
INTERVIEWER ERROR
There is interviewer bias in the questionnaire method. Open-ended questions can be
biased by the interviewer's views or probing, as interviewers are guiding the respondent
while the questionnaire is being filled out. The attitudes the interviewer revels to the
respondent during the interview can greatly affect their level of interest and willingness
to answer openly. As interviewers probing and clarifications maximize respondent
understanding and yield complete answers, these advantages are offset by the problems
of prestige seeking, social desirability and courtesy biases.
QUESTIONNAIRE ERROR
The questionnaire designing has to careful so that only required data is concisely reveled
and there is no redundant data generated. The questions have to be worded carefully so
that the questions are not loaded and does not lead to a bias in the respondents mind
RESPONDENT ERROR
The respondents selected to be interviewed were not always available and willing to co
operate also in some cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and response
styles also led to survey erroSAMPLING ERROR
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We have taken the sample size of 300, which cannot determine the buying behavior of
the total population. The sample has been drawn from only in and around Delhi. Another
thing to look out for that the sample was selected from posh malls and markets.
Introduction to the industry needed to be surveyed
5.10 BEER HISTORY
Ever wonder about the role that beer has played in human history? To lend
perspective to the historical importance of beer, we present this timeline of Beer
History. For more information about the important and interesting place that beer
has in history, visit the Beer Church Strange Brew page.
.
Ancient History
Historians speculate that prehistoric nomads may have made beer from grain &
water before learning to make bread.
Beer became ingrained in the culture of civilizations with no significant viticulture.
Noah's provisions included beer on the Ark.
4300 BC, Babylonian clay tablets detail recipes for beer.
Beer was a vital part of civilization and the Babylonian, Assyrian, Egyptian,
Hebrew, Chinese, and Inca cultures.
Babylonians produced beer in large quantities with around 20 varieties.
Beer at this time was so valued that it was sometimes used to pay workers as part of
their daily wages.
Early cultures often drank beer through straws to avoid grain hulls left in the
beverage.
Egyptians brewed beer commercially for use by royalty served in gold goblets,
medical purposes, and as a necessity to be included in burial provisions for the
journey to the hereafter.
Different grains were used in different cultures:
a) Africa used millet, maize and cassava.
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b) North America used persimmon although gave was used in Mexico.
c) South America used corn although sweet potatoes were used in Brazil.
d) Japan used rice to make sake.
e) China used wheat to make samshu.
f) Other Asian cultures used sorghum.
g) Russians used rye to make quass or kvass.
h) Egyptians used barley and may have cultivated it strictly for brewing as it made
poor bread.
1600 BC Egyptian texts contain 100 medical prescriptions calling for beer.
If an Egyptian gentleman offered a lady a sip of his beer they were betrothed.
Early brewers used herbals like balsam, hay, dandelion, mint, and wormwood seeds,
horehound juice, and even crab claws & oyster shells for flavorings.
Romans brewed "cerevisia" (Ceres the goddess of agriculture & Vis meaning
strength in Latin).
55 BC Roman legions introduce beer to Northern Europe.
49 BC Caesar toasted his troops after crossing the Rubicon, which began the Roman
Civil War.
Before the middle Ages brewing was left to women to make since it was considered a
food as well as celebration drink.
23 BC Chinese brewed beer called "kiu"
500-1000 AD the first half of the Middle Ages, brewing begins to be practiced in
Europe, shifting from family tradition to centralized production in monasteries and
convents (hospitality for traveling pilgrims).
During Medieval times beer was used for tithing, trading, payment and taxing.
1000 AD hops begins to be used in the brewing process.
1200 AD beer making is firmly established as a commercial enterprise in Germany,
Austria, and England.
a) German's preferred cold temperature lagers (bottom-fermentation) stored in
caves in the Alps.
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b) English preferred mild temperature ales (top-fermentation) stored in cellars.
1295 King Wenceslas grants Pilsen Bohemia brewing rights (formerly
Czechoslovakia, now Slovakia & Czech Republic).
1420 German brewers develop the lager method of brewing.
1489 Germany's first brewing guild, Brauerei Beck, was established.
1490's Columbus found Indians making beer from corn and black birch sap.
Renaissance History
1516 Bavarian brewing guilds push for the Reinheitsgeobot purity laws make it
illegal to use any ingredients but water, barley, and hops in the brewing of beer
(they didn't know yeast existed).
1553 Beck's Brewery founded & still brewing today.
Late 1500's Queen Elizabeth I of England drank strong ale for breakfast.
1587 the first beer brewed in New World at Sir Walter Raleigh's colony in
Virginia--but the colonists sent requests to England for better beer.
1602 Dr. Alexander Nowell discovers that ale can be stored longer in cork sealed,
glass bottles.
1612 the first commercial brewery opened in New Amsterdam (NYC, Manhattan)
after colonists advertised in London newspapers for experienced brewers.
1620 Pilgrims land at Plymouth Rock because the beer supplies were running low.
1674 Harvard College has its own brewhouse.
1680 William Penn (founder of Pennsylvania) operated commercial brewery.
1757 Washington wrote his personal recipe "To Make Small Beer."
1786 Molson brewery is founded in what is today Canada.
George Washington and Thomas Jefferson had their own private brewhouses.
Samuel Adams operated commercial brewery.
Soldiers in the revolutionary army received rations of a quart of beer a day.
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1789 James Madison proposes that Congress levy a low 8-cent duty per barrel on
malt liquors to encourage "the manufacture of beer in every State in the Union."
Beer and bread were the mainstays of the ordinary person's diet for centuries.
Yeasts during this time were exactly the same as those used in bread.
Modern History
Before the 1800's most beer was really "Ale."
1810 Munich establishes Oktoberfest as an official celebration.
1830's Bavarians Gabriel Sedlmayr of Munich and Anton Dreher of Vienna
developed the lager method of beer production.
1842 the first golden lager is produced in Pilsen, Bohemia.
In the mid-19th Century (1850's) German immigrant brewers introduced cold
maturation lagers to the US (Anheuser-Busch, Miller, Coors, Stroh, Schlitz, and
Pabst roots begin here).
The modern era of brewing in the US began in the late 1800's with commercial
refrigeration (1860), automatic bottling, pasteurization (1876), and railroad
distribution.
1870's Adolphus Busch pioneers the use of double-walled railcars, a network of
icehouses to make Budweiser the first national brand.
1876 Pasteur unraveled the secrets of yeast in the fermentation process, and he also
developed pasteurization to stabilize beers 22 years before the process was applied
to milk.
1880 there are approximately 2,300 breweries in the US.
1890s Pabst is the first US brewer to sell over 1 million barrels in a year.
1909 Teddy Roosevelt brought over 500 gal. of beer on safari in Africa.
1914 commercial competition drives the number of operating breweries down to
1,400.
1933 Prohibition ends for beer (April 7).
1935 only 160 breweries survive Prohibition.
1935 the beer can is introduced (American Can Co. & Kreuger Brewing).
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1938 Elise Miller John heads Miller Brewing for 8 years as the first and only woman
ever to run a major brewing company.
1965 Fritz Maytag purchases Anchor Brewing Co.
1966 Budweiser is the first brand to sell 10 million barrels in a year.
1976 New Albion is the first in the rebirth of brewpubs and microbreweries in the
US opening in California.
1988 Asahi Super Dry (Japan) introduces new beer category (soon to follow is
Michelob Dry).
1991 the US produces 20% of the world beer volume (world's largest).
1992:
1) The US beer industry produced & sold 2.62 billion cases of beer.
2) Estimated per capita consumption was 22.7 gallons (ranked 13th worldwide).
3) Beer drinkers consumed 5.89 Billion gallons, enough to fill the Houston
Astrodome over 12 times or 330 oil tankers.
4) Five brewers produced 89.4% of domestic product:
a) Anheuser-Busch (A-B), 44.5%
b) Miller Brewing, 21.8%
c) Coors, 10.4%
d) Stroh, 7.4%
e) G. Heileman, 5.3%
5) The world's largest combined-site brewer was A-B, at 1.166 Billion cases.
6) The world's largest single-site brewery was Coors Brewing, Golden, Colorado, at
272 Million cases.
1993 US retail beer sales exceed $45 Billion.
First half of the 1900's beer was associated with men, blue-collar workers, college
students, and mainstream sports enthusiasts.
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Late 1900's beer had a different image and cultural function, with growth in
popularity among a more diverse share of the population.
About Beer
Beer types
• All beer can be classified as either a lager or an ale.
• The differences begin during the brewing process. Whether the beer is an ale or
lager is defined by the type of yeast used in the brew and the temperature at which
fermentation takes place.
• Ales are brewed with top-fermenting yeast which allows for rapid fermentation at
warmer temperatures;
• Lagers are brewed with bottom-fermenting yeast which ferments more slowly and
at colder temperatures.
Lagers
• Lager means to store or put aside.
• This beer is made with bottom yeast, so-called because it flocculates to the bottom
of the vat.
• Traditionally bottom yeast will ferment at cold temperatures less than 10 deg C.
Now fermentation takes place at 12 to 18 deg C. This cold or deep fermentation
allows the malt and hops to assert their fine flavors.
• Lager tends to be paler, drier and less alcoholic than ales.
• Pilsener or pils beer originated in Bohemia where brewers first found beer that
was over-wintered or laagered improved if stored in cool caves and kept on ice.
• German lagers, including beers such as bock and marzen, are made according to
the Bavarian Purity Laws of 1516 to ensure the beer is all-malt (no sugar) and
hopped with bitter and aromatic varieties (noble hops).
• Some German-style beers are described as "helles" meaning pale or blonde. Pale
beers grew in popularity following the adoption of the glass for drinking in the
19th Century.
Ales
• Ales are brewed with top-fermenting yeasts at temperatures from 15 to 25 deg C.
• Ales are matured for shorter periods and at warmer temperatures.
• Ales include a wide range of beer styles from porters and stouts to pale ales and
wheat beer.
• Generally, ales are higher in alcohol, more robust and complex than lagers
Beer history of India
When you next cool down with a cold beer, take a minute to think of the ancient tradition
of beer making and what goes into this special brew.
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There is a 4000 year-history dating back to the region now known as Iraq but it was the
Monks of Europe, who nurtured the art of brewing. Most significantly, it was in 1842 that
the golden-coloured LAGER, that's been copied around the world, was first brewed by
Bavarian, Josef Groll.
What goes into beer?
BARLEY grains are turned into MALT (i.e. from starch to fermentable sugars) by being
germinated, roasted & mashed
MALT is put into hot (slightly salty) WATER
HOPS is added to help the chemical process along and for the taste and flavour (in India
the HOPS flower is grown in Kashmir and Himachal Pradesh)
YEAST is added to trigger the chemical process called fermentation.
After a week fermenting, the next process is conditioning or building up the carbon
dioxide to give the beer its white frothy head. Finally, after filtering, the beer is heated to
kill off any bacteria and to preserve it when it's in the bottle.
Just as brewers skillfully blend scotches or wines, different BEERS are created the same
way. The art is to blend different malts as well as use various fermentation processes.
Types of Beer
Top Fermented. eg. Ales (typical English beer)
Wheat Beer
Bottom Fermented
Serving Beer
Beer should be served at 13-15 degrees
If it's lager it should be served colder than other beers
Tilt the glass at an angle and pour slowly. This means you'll get the better small layer of
white frothy "head" rather than a large one
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In some pubs you can ask for drought beer from the large "keg". When the bartender
flicks open the "tap", the beer passes through a chilling unit as it travels to your glass.
Indian beer markets
• Market value of Beer industry is estimated at Rs. 22 Bn. (2002-03)
• Annual consumption of beer 80 Mn. Cases
• Growth rate 8 - 10 % p.a.
• United Breweries (UB) is the market leader of Indian brewery industry with
around 40 % market share
• Based on the content, beer is further classified as :
– Mild / Diet Beer ( 5 - 8 % alcohol)
– Lager Beer ( 8 - 13 % alcohol)
– Strong Beer ( 13 - 14 % alcohol)
– Draught Beer ( fresh keg beer)
General Details
Long used as medication, mixed with plants and a variety of ingredients, beer was
thought to cure ailments of all types: from skin disease to stomach problems, not to
mention insomnia and strong fever. Today, studies prove that double- or triple-
fermentation beer is good for the health, particularly given the vitamin B present in the
yeast. Its beneficial effects are linked to its dietary, diuretic and sedative properties.
Moderation is important, however, to avoid negative effects.
Though beer has the reputation of causing weight gain, its calorific value (about 450
calories per liter for a very rich beer) is inferior to that of apple juice (500 calories) or
wine (770 calories). Moreover, thanks to the amino-acids, vitamin B and iron it contains,
beer is an energizing beverage recommended for anaemic and convalescent persons, as
well as those who have lost a lot of weight.
The diuretic action of beer is due to the hops resin, which stimulates the kidneys, thereby
contributing to the elimination not only of excess water in the body, but also of wastes
and toxins. The sedative action of the hops joined with the calorific effect of the alcohol
make beer a light and pleasant sleep-inducing beverage. Beer is also known to be a
remedy against itself: the unpleasant memory of an evening spent drinking a little too
much can become a thing of the past with the absorption of one glass of very cold pale
beer, such as a pils.
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5.11 Individual company details and brand profile with details
The Brands
KINGFISHER
A name synonymous with Beer in India - Kingfisher stands for excitement, youth and
camaraderie.
The Beer brands manufactured and marketed by United Breweries Ltd. have always been
recognized for their international quality. That's Beer at its best for the discerning
consumer!
Since the launch, Kingfisher Beer has become one of the largest selling beer brands in the
world. "It's flying" and the mood is upbeat - both within the Company and among
consumers. The new look designed by the UK based packaging specialists, Claessens, is
representative of the brand in full flight, in a supportive environment. It reflects the
energy, youthfullness and freedom that are characteristic of the brand's target consumer
and reiterates its contemporary positioning.
The beginnings of what is today The UB Group are rooted in the flagship company,
United Breweries Limited, (UBL) also referred to as the Beer Division. Led by Mr.
Kalyan Ganguly, President & Managing Director, it has a 40% market share in the
country
McDowell Alcobev Pvt Ltd., (MABL), is the new Joint Venture Company in which UB
and Scottish & Newcastle of the UK have a 40% stake each, and Mr. Ravi Jain,
Managing Director of the company and his team has a 20% stake.
United Breweries Limited, the flagship company of the UB Group, has an association
with the brewing dating back over five decades, starting with 5 breweries in South India
in 1915. From bullock cart-loaded barrels or 'hogheads' of frothing ale, the Beer business
as gone on to become the undisputed 'king' in the Indian beer market.
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Here, innovative, creative and aggressive marketing is complemented by a strong
distribution network. A management focused on building brand equity on one hand and
exploiting it to the hilt on the other. A concerted emphasis on quality.
Quality and hygiene are the key elements of the United Breweries' manufacturing
philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at
Bangalore sets standards for all its breweries. Quality Management Systems laid out
along the lines of ISO 9000 are strictly adhered to, controlling quality at every stage of
production, from raw materials to the end product. Also, besides controlling the
production process, the CSL analyses the Company's beer taken off market shelves all
over the Country, the competition's beers and beers across the world. These beers are
tested as per the standards laid down by the European Brewery Convention on 40
different parameters. By these standards, United Breweries' beers don't just equal, but
even surpass, several Dutch and American beers.
Its flagship brand 'Kingfisher', has achieved international recognition consistently, and
has won many awards in International Beer Festivals. Kingfisher Premium Lager beer is
currently available in 52 countries outside India and leads the way amongst Indian beers
in the International market. It has been ranked amongst the top 10 fastest growing brands
in the UK.
HAYWARDS
Company's Description:
Hayward’s 5000, the king of strong beers, was launched in 1983. It now sells over 14
million cases per annum and is a leader in strong beer category. It is also the second
largest selling beer brand in India. The brand has a market share of 30 per cent in the
strong beer category. Hayward’s 5000 has been instrumental in radically altering the beer
consumption pattern of beer with strong:mild ratio changing from 30:70 in 1993 to 68:32
in 2001. Only goes to prove the Hayward’s tag line Asli josh se bach ke kahan jaoge. Hay
wards 5000 is patiently brewed over an extended brew cycle to yield a beer that is super
strong, yet surprisingly smooth. It boasts a sale of around 10 million cases (7.8 litres
each) annually in the strong segment.
FOSTERS
Profile
Foster's Group is a premium global multi-beverage company delivering a total portfolio
of beer, wine, spirits, cider and non-alcohol beverages. Our products inspire global
enjoyment and are enjoyed by consumers all over the world.
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Our Philosophies
Consumer led, customer driven
We believe in placing the consumer and the customer at the heart of everything we do.
We strive to be innovative in the way that we respond to the changing needs of our
consumers and customers. i-Nova is Foster’s global innovation hub providing leading
insights into consumer and shopper behaviour that informs every aspect of our business
from brand development and marketing to supply chain and logistics.
Foster’s is committed to continuous improvement in our business processes so that we
maximise our positive social, environmental and economic impacts. We are also
conscious of the need to minimise our environmental footprint wherever possible. We do
this because we know that our shareholders, our employees and our stakeholders in the
communities where we operate rightly expect us to demonstrate corporate responsibility
leadership.
Foster's is committed to creating an 'inspiring workplace' which attracts and retains
highly skilled people. Our people are a key focus for the organisation and form one of the
three key strategic goals for Foster's, to be:
o First choice brands for consumers
o First choice employer for our people
o First choice investment for our shareholder's
The Foster’s workforce comes from different backgrounds, experiences and personal
circumstances. At Foster’s, we do not merely tolerate employee diversity, equal
opportunity and inclusiveness - we recognise and value it. In addition to our policies that
clearly express our commitment to these principles, we have put in place programs and
processes to make sure our workforce reflects the diversity of the community.
Foster's leading beer range are enjoyed by drinkers throughout the world. Led by Foster's
Lager, one of only a handful of truly global beer brands, our portfolio includes Australian
and international icons like Australia's favourite beer, Victoria Bitter, premium favourite
Crown Lager and great imports like Corona and Asahi. The number one performer in
three major segments of the Australian beer market - premium, full-strength and lower
alcohol, Foster's brands are part of the Australian lifestyle, enjoyed by drinkers
throughout the country and indeed the world.
CASTLE LAGER
Castle Lager is perfectly balanced by South Africa's finest brew masters, using the best
South African ingredients - African Gold barley from Caledon, Southern Star hops from
George and the best sun ripened South African maize. Maize is added for drinkability as
it balances the potential heaviness in malt-only beers, thus making Castle Lager ideal for
South African conditions.
47

Mr tools which are used for findings
Executive Summary
The basic objective of the market research study that has been conducted is to analyze the
customer preferences/buyer behavior i.e. the factors that could affect the buying of a
customer based on the various parameters like brand name, lifestyle, customer needs and
expectations, etc.
INTRODUCTION
Market Research is a process used to collect, organize, maintain, analyze, and
present data for the purpose of maximizing the capabilities, technology and competitive
forces of the marketplace to meet an organization’s need for products and services.
The challenge of market research is to find commercially available products and
services to meet the customer-needs, rather than to create unique products and services.
Effective market research can help us to determine the need for a service, a product's
likelihood to sell, target-market demographics, and desirable store locations. There are
numerous ways to uncover this information -- from online research to focus groups to
counting customers.
Market research is conducted to determine whether a match exists between a
commercial item and a customer’s requirement. This includes products or services that
can be used “as is” or “off-the-shelf” and those that may require slight alteration. If
items can’t be used in standard form, market research is used to determine whether the
items could be modified to meet the requirement, or whether the requirement could be
modified, to a reasonable extent, to make the items compliant. There are times when a
need may be met by a product differing from that originally requested by the requiring
activity and that may offer a better value to the customers and still meet the need.
Because market research can identify standard commercial practices and
successful acquisition practices of other organizations, it is the foundation for building an
effective solicitation and a successful contract.
Research by itself will not dramatically change an organization. It is only the
pipeline through which consumers communicate with companies. Organizations have to
be prepared to act upon the findings.
All market research should have clear objectives. Initiating research without
objectives is like setting off on a drive without a destination. It should solve a clearly
enunciated business problem.
Market research has to be tempered with organizational understanding. The
knowledge resident in the field, the insights gained by managers and the deep-rooted
48

understanding of industry has to supplement the information and knowledge that research
throws up.
Research tends to be backward-looking — giving you a good view of the past —
but the future can only be seen through the eyes of the foresighted. Sales managers tend
to focus on the immediate and are operational in outlook. Often, they have a very good
understanding of current problems. Blended with trends and the understanding that
research throws up, the insights are valuable.
Hence, market research needs to find a place for itself in the sales department.
When this combination works in tandem, the business and sales problems seem like a
breeze.
49

1. Why do you consume beer
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid kick 67 14.1 14.1 14.1
status 23 4.8 4.8 18.9
compa
ny
52 10.9 10.9 29.8
taste 25 5.3 5.3 35.1
afford
ability
27 5.7 5.7 40.8
relax 118 24.8 24.8 65.5
fun 164 34.5 34.5 100.0
Total 476 100.0 100.0
14.08%
4.83%
10.92%
5.25%
5.67%
24.79%
34.45%
kick
status
company
taste
affordability
relax
fun
why do u consume beer
51

INFERENCE: From the above observation it can be inferred that 164
out of 476 respondents consume beer just for fun. Moreover 118
respondents consume beer to relax. Rest 194 respondents have gone
for other options such as kick, company etc.
2. how often u consume beer
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid daily 26 5.5 5.5 5.5
once in
a week
220 46.2 46.2 51.7
twice in
a week
116 24.4 24.4 76.1
thrice
in a
week
58 12.2 12.2 88.2
less 56 11.8 11.8 100.0
Total 476 100.0 100.0
5.46%
46.22%
24.37%
12.18%
11.76%
how often you
consume beer
daily
once in a week
twice in a week
thrice in a week
less
Based on the above frequencies shown in the pie chart above it can be
inferred that 46.22 % of the respondents drink beer only once in a
52

week i.e 220 out of 476 respondents. The next share of consumers
prefer drinking twice a week i.e 116 out 476 respondents(24.37%). A
negligible portion of drinkers prefer it daily (5.46%). Persons
consuming beer thrice a week and less are nearly equal. It may point
towards the importance of weekends in consuming beer.
when do u prefer
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid Day 22 4.6 4.6 4.6
Night 304 63.9 63.9 68.5
no such
prefence
s
150 31.5 31.5 100.0
Total 476 100.0 100.0
4.62%
63.87%
31.51%
consumption time for beer
when do you prefer
day
night
no such
prefences
53

The pie chart above indicates that 304 out of 476 respondents
(63.87%) prefer drinking beer in the night. It is interesting to note
that only 4.62% of the respondents prefer consuming beer at the day
time. 31.51% of the respondents has given no specific preference i.e
they can prefer either of the two choices i.e day and night.
4. how many bottles
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 to 2 316 66.4 66.4 66.4
3 to 6 143 30.0 30.0 96.4
more
than 6
17 3.6 3.6 100.0
Total 476 100.0 100.0
66.39%
30.04%
3.57%
1 to 2
3 to 6
more than 6
how many bottles
The pie chart points out that majority of the respondents i.e 66.39%
prefers drinking only 1-2 bottles per sitting. 30.04% respondents
54

prefer drinking 3-6 bottles whereas only 3.57% respondents i.e 17 out
of 476 people prefer drinking 6 bottles or more.
5. with whom do u prefer beer to be consumed
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid family 14 2.9 2.9 2.9
friends 294 61.8 61.8 64.7
alone 92 19.3 19.3 84.0
no such
preferenc
es
76 16.0 16.0 100.0
Total 476 100.0 100.0
2.94%
61.76%
19.33%
15.97%
family
friends
alone
no such
preferences
with whom do u prefer beer to be consumed
Friends constitute the major partners while consuming beer. The pie
chart shows the figure of 61.76% of respondents preferring drinking
55

beer with friends. 19.38% and 15.97% of the respondents prefer
drinking beer alone and have no specific response respectively. Only
2.94% of the respondents prefer drinking with their family.
6. Price
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 91 19.1 19.2 19.2
2 104 21.8 21.9 41.1
3 111 23.3 23.4 64.4
4 88 18.5 18.5 82.9
5 14 2.9 2.9 85.9
6 31 6.5 6.5 92.4
7 36 7.6 7.6 100.0
Total 475 99.8 100.0
Missin
g
Syste
m
1 .2
Total 476 100.0
1 2 3 4 5 6 7
price
0
20
40
60
80
100
120
Frequency
91
104
111
88
14
31
36
price
56

Price has been proved to be an important factor as per the findings.
306 out of 476 (64%) respondents has rated price on the scale of 1-3
which proves the significance of price factor before consuming beer.
7. brand name
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 145 30.5 30.5 30.5
2 103 21.6 21.7 52.2
3 109 22.9 22.9 75.2
4 73 15.3 15.4 90.5
5 12 2.5 2.5 93.1
6 18 3.8 3.8 96.8
7 15 3.2 3.2 100.0
Total 475 99.8 100.0
Missin
g
Syste
m
1 .2
Total 476 100.0
1 2 3 4 5 6 7
brand name
0
30
60
90
120
150
Frequency
145
30.53%
103
21.68%
109
73
15.37%
12
2.53%
18
3.79%
15
3.16%
brand name
57

Brand name is also an important factor in consumption of beer as 145
respondents has rated it as 1 which is the highest preference. 285
respondents has selected it on a scale of 2-4.
8. Availibility
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 50 10.5 10.5 10.5
2 76 16.0 16.0 26.5
3 126 26.5 26.5 53.1
4 80 16.8 16.8 69.9
5 104 21.8 21.9 91.8
6 26 5.5 5.5 97.3
7 13 2.7 2.7 100.0
Total 475 99.8 100.0
Missin
g
Syste
m
1 .2
Total 476 100.0
1 2 3 4 5 6 7
availibility
0
20
40
60
80
100
120
140
Frequency
50
76
126
80
104
26
13
availibility
58

Availability is not rated as a very important factor as 310 respondents
out of 476 has rated it on a scale of 3-5 i.e they are not very fussy
about the availability factor. 126 people (26.47%) has responded
availability factor as high(1-2).
9. strength
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 55 11.6 11.7 11.7
2 114 23.9 24.2 35.8
3 75 15.8 15.9 51.7
4 132 27.7 28.0 79.7
5 57 12.0 12.1 91.7
6 22 4.6 4.7 96.4
7 17 3.6 3.6 100.0
Total 472 99.2 100.0
Missin
g
Syste
m
4 .8
Total 476 100.0
1 2 3 4 5 6 7
strength
0
20
40
60
80
100
120
140
Frequency
11.65%
24.15%
15.89%
27.97%
12.08%
4.66%
3.6%
strength
59

Strength has been selected as an important factor as 376 out of 476
respondents has rated 1-4 with 1 being the highest factor and 7 being
the lowest. This proves that strength is considered very high in buying
and consuming beer.
10. Smoothness
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 40 8.4 8.5 8.5
2 70 14.7 14.8 23.3
3 89 18.7 18.8 42.1
4 91 19.1 19.2 61.3
5 136 28.6 28.8 90.1
6 39 8.2 8.2 98.3
7 8 1.7 1.7 100.0
Total 473 99.4 100.0
Missin
g
Syste
m
3 .6
Total 476 100.0
1 2 3 4 5 6 7
smoothness
0
20
40
60
80
100
120
140
Frequency
40
70
89 91
136
39
8
smoothness
60

Smoothness is not considered as an important factor in consumption of
beer as 266 out 476 respondents has rated it on a scale of 4-6 which
means it is least preferred among other attributes that are important
in gauging the buying behavior of consumers. Only 199 respondents
has rated it on a scale of 1-3.
11. Dealer
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 22 4.6 4.7 4.7
2 35 7.4 7.4 12.1
3 25 5.3 5.3 17.3
4 21 4.4 4.4 21.8
5 39 8.2 8.2 30.0
6 214 45.0 45.2 75.3
7 117 24.6 24.7 100.0
Total 473 99.4 100.0
Missin
g
Syste
m
3 .6
Total 476 100.0
61

1 2 3 4 5 6 7
dealer
0
50
100
150
200
250
Frequency
22
35
25 21
39
214
117
dealer
The importance of dealer is totally negated in the findings as 331
respondents has rated it on a scale of 6-7 which infers that it highly
unimportant in the consumption factor of beer among consumers.
12. Word of mouth
Freque
ncy
Percen
t
Valid
Percent
Cumulati
ve
Percent
Valid 1 31 6.5 6.6 6.6
2 23 4.8 4.9 11.4
3 33 6.9 7.0 18.4
4 40 8.4 8.5 26.9
5 54 11.3 11.4 38.3
6 77 16.2 16.3 54.7
7 214 45.0 45.3 100.0
Total 472 99.2 100.0
Missin
g
Syste
m
4 .8
Total 476 100.0
62

1 2 3 4 5 6 7
word of mouth
0
50
100
150
200
250
Frequency
31
23
33 40
54
77
214
word of mouth
Word of mouth has been rated lowest among all other attributes as
291 i.e 61% of respondents has responded on a scale of 6-7. Thus it is
least important factor as per the sample size in determining the
consumption of beer.
Now lets see which is the most preferred brand among the
consumers
Frequency obtained
Kingfisher 295
Fosters 116
Hayward’s 57
CastleLager 19
Sandpiper 12
63

Brand Prefered
60%23%
11%
4% 2%
Kingfisher
Fosters
Haywards
CastleLager
SandPiper
From the data given lets see the preferences of other brands other
than those five
mohan mikins 12
royal challenge 7
zingaro 15
others 2
64

mohan mikins
33%
royal challenge
19%
zingaro
42%
others
6%
mohan mikins royal challenge zingaro others
Which is the most second preferred drink after beer
Frequency obtained
Beer 476
Vodka 270
Soft Drinks 242
Whisky 205
Rum 116
Rum 88
65

476
270
242
205
116
88
0
50
100
150
200
250
300
350
400
450
500
Beer Vodka Soft
Drinks
Whisky Rum Rum
Drinks Prefered
Series1
Lets see the basic frequency of the various data fields
service 303
student 48
self employed 125
66

26.26%
63.66%
10.08%
occupation
self employed
service
student
income of the consumer and what is he doing currently
income of the candidate * occupation Cross tabulation
Count
occupation
Total
self
employed service
studen
t
income of
the
candidate
less than
10000
6 35 42 83
10000 to
30000
55 216 6 277
67

30000 and
above
64 52 0 116
Total 125 303 48 476
6
55
64
35
216
5242
6 0
0
50
100
150
200
250
>10000 10000-30000 >30000
self employed service student
6.1 SUMMARY OF FINDINGS IN THE REPORT
• 59% respondents consume beer just for fun and relaxation.
• 70.58% respondents consume beer once or twice a week.
• 63.87% respondents prefer consuming beer at night.
• 66.39% of respondents prefer drinking only 1-2 bottles of beer.
• 61.76% of the respondents prefer drinking beer with friends.
68

• 64% of respondents has rated price as the most important or
very important factor for consuming beer (1 being highest and 7
being lowest).
• 75% of the respondents consider brand name as an important
factor for consuming beer.
• 65% of the respondents have rated availability on a scale of 3-5
which shows that it is not an important factor.
• 78% of the respondents have rated strength on a scale of 1-4
which highlights the importance of this attribute in consumption
of beer.
• 55.88% of respondents do not consider smoothness as an
important factor in consuming beer.
• 69.5 % respondents have totally negated the factor of dealer in
their consuming pattern.
• Word-of-mouth has been rated as the lowest attribute as 61%
respondents has replied in a scale of 6-7.
6.2 Cross tab analysis
First
Relation between how many times in a week do you consume beer and how many bottles
are consumed per sitting
69

how often you consume beer * how many bottles Cross tabulation
Count
how many bottles
Total1 to 2 3 to 6
more
than 6
how often
you
consume
beer
daily 14 8 4 26
once in a
week
169 43 8 220
twice in a
week
45 69 2 116
thrice in a
week
36 19 3 58
less 52 4 0 56
Total 316 143 17 476
Second
Relation between the beer drinkers of day and night with the person or company they
prefer to have with
When do you prefer * with whom do you prefer beer to be consumed Cross
tabulation
Count
with whom do you prefer beer to be
consumed
Totalfamily friends alone
no such
preferenc
es
70

when do
you prefer
day 1 17 2 2 22
night 9 204 70 21 304
no such
prefences
4 73 20 53 150
Total 14 294 92 76 476
Third
Relation between the place and with whom do you want to consume beers
We can see that there are various places where people like to consume beer and there are
many people who consumes beer with someone special like friend, family, alone and so
on so if the data is checked and analyzed in relation the out put will be
With whom do you prefer beer to be consumed * bar Cross tabulation
Count
Bar
TotalYes No
With whom
do you
prefer beer
to be
consumed
Family 7 7 14
friends 168 126 294
alone 52 40 92
no such
preferences
10 66 76
Total 237 239 476
71

family friends alone no such
preferences
WITH WHOM DO YOU PREFER TO
CONSUME BEER IN A BAR
0
50
100
150
200
Count
2.95%
70.89%
21.94%
4.22%
bar
yes
Bar Chart
72

With whom do you prefer beer to be consumed * home Cross
tabulation
Count
home
Totalyes no
with whom
do you
prefer beer
to be
consumed
family 3 11 14
friends 68 226 294
alone 27 65 92
no such
preferences
16 60 76
Total 114 362 476
preferences
CONSUME BEER AT HOME
0
50
100
150
200
250
Count
2.63%
59.65%
23.68%
14.04%
home
yes
Bar Chart
With whom do you prefer beer to be consumed * restaurants
Cross tabulation
73

Count
restaurants
Totalyes no
with whom
do you
prefer beer
to be
consumed
Family 4 10 14
friends 106 188 294
Alone 22 70 92
no such
preferences
12 64 76
Total 144 332 476
preferences
CONSUME BEER IN A RESTAURANT
0
50
100
150
200
Count
2.78%
73.61%
15.28%
8.33%
restaurants
yes
Bar Chart
74

With whom do you prefer beer to be consumed * pub/disc
Cross tabulation
Count
pub/disc
Totalyes no
with whom
do you
prefer beer
to be
consumed
Family 5 9 14
friends 107 187 294
Alone 33 59 92
no such
preferences
8 68 76
Total 153 323 476
preferences
CONSUME BEER IN A PUB/DISC.
0
50
100
150
200
Count
0
50
100
150
200
DerivedfromCount
3.27%
69.93%
21.57%
5.23%
pub/disc
yes
Bar Chart
Fourth
Now lets see the cross tabulation of all these parameters on combine
showing the places in relation with the people you want to go with
there
75

family friends alone
no such
preferences
Pub 5 107 33 8
Bar 7 168 52 10
Home 3 68 27 16
restaurant 4 106 22 12
5
7
3
4
107
168
68
106
33
52
27
22
8
10
16
12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
preferences
restaurant
home
bar
pub
76

Fifth
Relationship of Major factors with consumer behaviour
First factor Brand name
Second factor Price
Count
price is very important
Total
Strongl
y
disagre
e
disagre
e
some
what
agree agree
strongly
agree
pric
e
1 0 9 44 23 15 91
2 7 0 29 58 10 104
3 1 24 65 21 0 111
4 3 8 62 15 0 88
5 0 3 2 9 0 14
6 0 12 16 3 0 31
7 14 0 4 16 2 36
Total 25 56 222 145 27 475
third factor strength
strength * strength of the beer Cross tabulation
Count
strength of the beer
Total
strongl
y
disagre
e
disagre
e
some
what
agree agree
strongly
agree
stren
gth
1 0 10 27 11 7 55
2 1 17 31 58 7 114
3 0 21 26 24 4 75
4 0 14 56 48 14 132
5 0 3 22 31 1 57
6 0 4 4 14 0 22
7 0 4 1 10 2 17
Total 1 73 167 196 35 472
Sixth
Relation ship of sex of drinker and with whom they want to
77

consume it
with whom do you prefer beer to
be consumed Total
family friends alone
no such
preferences
sex of the
candidate male 8 244 83 63 398
female 6 50 9 13 78
Total 14 294 92 76 476
8 6
244
50
83
9
63
13
0
50
100
150
200
250
300
male female
family friends alone no such preferences
Seventh
78

Relationship between sex of consumer and place they want to
go and consume the beer
pub/disc restaurants home bar
sex of the
candidate male 131 115 110 213
female 22 29 4 24
131
22
115
29
110
4
213
24
0
50
100
150
200
250
male female
sex of the candidate
pub/disc restarunrts home bar
Eighth
79

Relationship between sex of consumer and how many times in
week they consume beer
How often you consume beer * sex of the candidate Cross
tabulation
Count
sex of the
candidate
Totalmale female
how often
u
consume
beer
daily 18 8 26
once in a
week
175 45 220
twice in a
week
108 8 116
thrice in a
week
56 2 58
less 41 15 56
Total 398 78 476
80

daily once in a
week
twice in a
week
thrice in a
week
less
how often u consume beer
0
50
100
150
200
Count
3.78%
36.76%
22.69%
11.76%
8.61%9.45%
1.68%
0.42%
3.15%
sex of the
candidate
male
female
Bar Chart
From the above cross-tabulated data between how often you consume
beer and sex of the candidate it can be inferred that 175
male(36.76%) and 45 female(9.45%) drink beer once a week. 108
male and only 8 female drink beer twice a week. Only 18 male and 8
female prefer drinking beer daily.
Relationship of sex of consumer and how many bottles they consume
81

Ninth
Relation of sex of consumer and how many bottles
how many bottles * sex of the candidate Cross tabulation
Count
sex of the
candidate
Totalmale female
how
many
bottles
1 to 2 254 62 316
3 to 6 129 14 143
more
than 6
15 2 17
Total 398 78 476
1 to 2 3 to 6 more than 6
how many bottles
0
50
100
150
200
250
300
Count
53.36%
27.1%
3.15%
13.03%
2.94%
0.42%
sex of the
candidate
male
female
Bar Chart
From the above cross-tabulated data it can be inferred that 254 male
and 62 female drink 1-2 bottles of beer per sitting. The cross tabulated
data is on how many bottles and sex of the candidate Cross-
tabulation. Only 15 male and 2 female prefer drinking more than 6
bottles per sitting.
82

Tenth
Relationship of the education level and places preferred for
consumption
Education * pub/disc Cross tabulation
Count
pub/disc
TotalYes no
educatio
n
high
school
15 4 19
Graduati
on
103 226 329
post
graduatio
n
35 93 128
Total 153 323 476
high school graduation post graduation
education
0
50
100
150
200
250
Count
9.8%
67.32%
22.88%
pub/disc
yes
EDUCATION LEVEL V/S PUB/DISC AS A LEVEL
83

From the above cross tabulated data it can be inferred that out of 329
graduates only 103 of them go pub/disc and 226 don’t prefer pub/disc.
Only 15 high school qualified respondents prefer going to pub/disc.
Relationship of the education level and bar going habit
Education * bar Cross tabulation
Count
Bar
Totalyes no
educatio
n
high
school
16 3 19
Graduati
on
168 161 329
post
graduatio
n
53 75 128
Total 237 239 476
84

education
0
50
100
150
200
Count
6.75%
70.89%
22.36%
bar
yes
EDUCATION LEVEL V/S BAR AS A PREFERENCE
It is again seen that 168 graduates prefer going to bar and only 16
respondents who have high school qualification goes to a bar.
Relationship of the education level and drinking habit in home
Education * home Cross tabulation
Count
Home
Totalyes no
educatio
n
high
school
13 6 19
Graduati
on
70 259 329
post
graduatio
n
31 97 128
Total 114 362 476
85

education
0
50
100
150
200
250
300
Count
11.4%
61.4%
27.19%
home
yes
EDUCATION LEVEL V/S HOME AS A PREFERENCE
70 graduates and 31 post-graduates prefer drinking beer at home.
Relationship of the education level and pub and disc going habit
Education * restaurants Cross tabulation
Count
restaurants
Totalyes no
Educatio
n
high
school
10 9 19
Graduati
on
102 227 329
post
graduatio
n
32 96 128
Total 144 332 476
86

education
0
50
100
150
200
250
Count
6.94%
70.83%
22.22%
restaurants
yes
EDUCATION LEVEL V/S RESTAURANT AS A PREFERENCE
102 respondents who have done graduation prefers drinking beer at
restaurants and only 10 people who have high school qualification
prefers drinking beer at restaurants.
Eleventh
Relation between age group and brand preference:
How the age group makes difference for preference of a particular
brand of beer.
87

74 166 130 65
70 140 100 50
54 126 125 40
30 70 54 38
22 60 40 14
0% 20% 40% 60% 80% 100%
kingfisher
foster
haywards
castle lager
sand peiper
18 to 20
23 to 28
29 to 35
35 and above
In the survey it was found that the preference for a brand is least in
the age segment of 18 to 20. But in the other age groups Kingfisher
came out to be the winner while foster was second. The interesting
finding was that in the age group of 29 to 35 Hayward’s came out to
be more popular than other brands.
Twelfth
Relationship of two leading beer manufacture
Among the various factors how a particular brand of beer is been
distinguished.
88

402 420 417
295
400 412 414
116
0
100
200
300
400
500
600
700
800
900
strength price availibility dealer
foster
kingfisher
Among the various factors for preference of beer the brand name,
strength, and price came out to be the major factors. But in the
comparison of most two popular brands both the kingfisher and fosters
came out to satisfy all three parameters. But the dealer’s
recommendation came out to be the major criteria while purchasing
beer for any consumer which was Kingfisher.
Thirteenth
Relationship between the effects of your drinking company
with the level consumption
beer qty 1-2 3 to 6
6 or
more
Family 10 2 2
89

friends 191 94 9
Alone 62 29 1
no such
preferences 53 89 5
10 2 2
191 94 9
62 29 1
53 89 5
0% 20% 40% 60% 80% 100%
family
friends
alone
no such prefrences
beer qty 1-2 3 to 6 6 or more
Fourteenth
Relationship of income of the consumer and how much price is
important for them
Income of the candidate * price is very important Cross
tabulation
Count
price is very important
90

30000 and
above
21 7 51 23 14 116
Total 25 56 223 145 27 476
less than 10000 10000 to 30000 30000 and above
incomeof the candidate
0
50
100
150
Count
price is very
important
strongly disagree
disagree
some what agree
agree
strongly agree
Bar Chart
Fifteenth
Relationship of age and the strength of the beer consumed
Strength * age of the candidate Cross tabulation
91

Count
age of the candidate
Total
18 to
22
23 to
28
29 to
35
35 and
above
stren
gth
1 2 20 29 4 55
2 17 44 37 16 114
3 24 19 24 8 75
4 24 35 39 34 132
5 6 34 13 4 57
6 14 7 0 1 22
7 0 15 2 0 17
Total 87 174 144 67 472
92

strength 1
strength 2
strength 3
strength 4
strength 5
strength 6
strength 7
Total
strength
Statistics : Count
strength * age of the candidate Crosstabulation
age of the candidate 18 to 22
age of the candidate 35 and above
Total
age ofthe candidate
100
200
300
400
Values
Chi-Square Tests
Value Degree
of
Asymp.
Sig. (2-
93

freedo
m sided)
Pearson Chi-
Square
88.744
(a)
8 .000
Likelihood
Ratio
85.932 8 .000
Linear-by-
Linear
Association
2.256 1 .133
N of Valid
Cases
476
a 4 cells (26.7%) have expected count less than 5. The minimum
expected count is .93.
daily once in a
week
twice in a
week
thrice in a
week
less
how often u consume beer
0
50
100
150
200
Count
how many bottles
1 to 2
3 to 6
more than 6
Bar Chart
Assumption: People consuming beer often will be consuming less.
Through the chi square test in the survey it was found that there were very less no of
people who used to consume beer daily. The people who have beer once in a week they
used to take 1 to 2 bottles per sitting. The correlation between the frequency of
consumption of beer and the bottles consumed per sitting was found very strong as
around 88.7% which is quite a high value which proved that both the frequency and
amount of consumption are highly dependent on each other.
94

Limitations:
o This survey report has considered a sample size of 500 for the research
in the beer market.
o The survey is done in the region of Delhi and NCR only.
o The preference for brands was considered according to the consumer
demand in the Delhi and NCR region.
o The top five brands found in this region were Kingfisher, Haywards,
Sand Peiper, Castle Lager and Fosters.
o The total sample is consisting of mixture of both the students and
working people. But due to some constraints the sample of students is
only 10% of the total sample size of 476.
o The preference of brand for consuming beer may change according to
the location.
o The study can not be generalized for entire beer industry since the
customer loyalty to a particular brand may change as time passes.
o The questionnaire prepared for the survey was prepared after an
explorative study done in few groups of students and working people at
various places in Delhi and NCR region.
o There were a few non respondents who filled incomplete questionnaire
or who had difficulty I understanding the question. The nature of the
responses varies from person to person.
96

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