consumer behaviour presentation on preferred brand of beer
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PROJECT REPORT ON
MOST PREFERRED BRAND OF
BEERPresented by
Sanchari GhoshRahul Sharma
Pratik Abhishek
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INDEX
Index
Introduction
Objective of the survey
Brands
Research Design
Sampling Technique
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Introduction
Beer is the world's most widely consumed alcoholic beverage.
Beer is produced by the saccharification of starch and fermentation of the resulting sugar.
The preparation of beer is called brewing.
Most beer is flavoured with hops, which add bitterness and act as a natural preservative.
The strength of beer is usually around 4% to 6% alcohol by volume though may range from less than 1% above, to over 20% above in rare cases.
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Objective of the survey
Main ObjectiveThe main objective of this study is to find out the consumer behaviour towards Beer MarketSub ObjectiveTo study consumers’ brand preference of beer in Delhi & nearby areas.To study the factors for choosing a particular brand over others.To study the level of satisfaction derived from a particular brand of beer.To study what attracts the consumers most to a particular brand inspite of its being new to the market.
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Research DesignVariables
Dep
ende
nt
Consumer buying Behaviour
In-d
epe
nden
t
Availability
Taste
Quality
Price
Dependable In-dependable
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Data AnalysisDemographic Information
Q1) Age
a) Youth
b) Middle Age
c) Senior Citizen
0
5
10
15
20
25
30
35
40
45
50
Youth Middle Age Senior Citizen
Column3
Column2
Column1
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Occupation
a) Student
b) Service
c) Professional
d) Self Employed
Current monthly income
a) Below Rs. 20,000
b) Rs.20,001- 40,000
c) Rs.40,001 and above
38
11
6 5
0
5
10
15
20
25
30
35
40
Student Service Professional Self Employed
Occupation
Occupation
0
10
20
30
40
50
Below 20k20,001 - 40k
40,001 and Above
Monthly Income
Monthly Income
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Rank the following factors for choosing this brand over others a) Price
b) Taste
c) Quality
d) Availability
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CONSUMER BEHAVIOURAL INFORMATION
Q1) Which brand of beer do you usually prefer to drink?• a) Carlsberg• b) Budweiser• c) Tuborg• d) Kingfisher• e) Hayward• f) Other (Please Specify)________________________
0
5
10
15
20
25
30
HIG MIG LIG
Carlsberg
Budweiser
Tuborg
Kingfisher
Hayward
Other
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FINDING AND OBSERVATION
• Most preferred beer is
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• Factor affecting the consumer for choosing the brand
over others
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• What attract consumer more inspite of being the brand new to the market.
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• Are the consumers satisfied with their brand.
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Primary data is collected through questionnaire and secondary data is collected through information talks and observations.
Sample size: In our research we have taken 60 samples through questionnaire In which we have categorized sample size further into three groups – High Income group, Middle Income Group & Low Income Group.
Sampling Technique
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Selection of Strategy :
In our research we have taken Stratified sampling method for analyzing respondents.
Stratified Random Sampling
Stratified random sampling is used when the population has different groups (strata) and the analyst needs to ensure that those groups are fairly
represented in the sample.
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SUGGESTION
Which brand is weakest and Why is it so ? It has been found that the most preferred brand is Kingfisher mainly due to its branding strategy and light watery taste.Carlsberg was the least preferred brand and it should focus on its pricing strategies to make it more popular amongst the middle class/college going urban population.
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India is a growing economy and its market is opening up. The per capita income of the people of the country is rising daily and so is the beer consumption rate. The stigma associated with the consumption of alcoholic drinks has also gone down; as a result the beer companies are trying to get more associated with everyone’s life.
Conclusion
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