Consumer behaviour
WHOLESALER EXCISE OFFICE
Download 1.64 Mb.
|
- Navigate this page:
- EXCISE OFFICE
- BAR EXCISE OFFICE
WHOLESALEREXCISE OFFICERETAILORS 
Goods delivered B. FOR C.S.D. COMPANY Order slip sent on the behalf of the C.S.D. Goods delivered Order slip sent to Excise Office C.S.D. DEPOT EXCISE OFFICE
Goods delivered UNIT CANTEEN CONSUMERS C. FOR BARS COMPANY Order slip sent on the behalf of the Bar Holder Goods delivered Order slip sent to Excise Office and Pay Excise Duty BAREXCISE OFFICE
RESTURANT SWOT ANALYSIS SWOT ANALYSIS Organization performs swot (Strength, Weakness, Opportunity, Threats) analysis to identify and evaluates their competitive position. STREGTHS: The company has excellent distribution system. The company has build a strong image among the customers. The company has an excellent distribution system. The company experiences excellent Brand loyalty for its Products from the customers. The company has made its Packaging attractive which lures the customers and consequently the products are favorite among the customers. WEAKNESSES Some products have high prices as compared to the other products. The company branches are not spread through out the region; as a result load of the work at the regional offices are tremendous. The company pays less attention towards advertisement. The brewery of the company is old and not up to expectation of modern times. OPPORTUNITIES India has a vast potential market, which the company can get hold up. The company can prove to be major threats for its competitor’s if it increases its marketing efforts. MML should concentrate on the premium segment market. THREATS The major threat that company faces is from its competitors who are introducing products with more features at lower cost backed by aggressive promotional schemes to attract buyer. The new packaging style introduce by the company for the beer i.e. in Tin is posing threat to the existing bottle packing system. The arrival of the MNC is a major serious threat for the company. PRESENT SCENARIO “Scotch is not a mass product any where in the World. What the scotch player will not say but do realize it that the scotch market in India is even not self sustaining.” While the wine industry accounts for less than one per cent of the alcohol and spirits industry in India, it boasts of a growth of 25 per cent per year. The wine market in the country is estimated at 2 million bottles, includingine made in Goa, a quantum jump from six lakh bottles in 1997. Jog stated that a survey recently conducted by Ernst & Young indicated that Indage constitutes 91 per cent of the wine industry in India. “Domestic wines are now sold internationally which is a clear indicator of the quality. Our wines are being sold in more than 300 restaurants in Paris alone. Soon we shall be launching a wine in New York,” said Jog. At present, the domestic liquor industry is protected by high effective import duties. These duties are likely to decline over the medium term and would lead to entry of international majors. Whisky is the largest segment of the liquor industry in the country. India today is the largest consumer of whisky overtaking USA two years ago, according to the IWSR study. According to Smith, domestic whisky growth is concentrated in India with the other big market Japan registering a fall. The Indian Made Foreign Liquor (IMFL) and scotch segments is pegged at 79.5 million cases in India with 2.5 million cases in premium and above, 7 million cases in prestige and above, 31 million cases in regular and 39 million cases cheap and medium categories. The ‘Beer’ market is witnessing flurry of launches from the MNC’s by having their collaborations done with the Indian partners. These collaborations done by then are in two ways either share of profits or technical partnership. Even scotch, the attempt now is stable all price ends. Companies are launching scotch brands at premium regular and economy ends. FUTURE PROSPECTS As far as the industry players are concerned, they are very optimistic about future. The reason are very evident, a growing middle class with increasing purchasing power, hanging life styles, changing social attitudes and above all the large population. All these reasons are enough for the industry to be upbeat about the future. Although whisky will continue to dominate, the emphasis will be on the low alcohol drinks and white drinks. In ‘Beer market the future is seem of Strong Beer. The three main reasons for the rise in strong beer segment, according to Dr. Krishna, is that it gives greater intoxication (helps one get a kick), more value for money (high kick for lower price) and in summer consumers prefer to drink chilled strong beer instead of hard liquor. Consumption of strong beer is pegged at 75 per cent in smaller towns and cities compared to 65 per cent in metros and bigger cities. Studies according to Dr Krishna predict that the mild segment will be placed at 21 per cent and the strong beer segment at 79 per cent of the total beer market in India by year 2011-12. According to the study report this is say that 7-8 persons out of 10 like to alcoholic product. Thus it can be say that the future of this can be bright and successfully. The liquor industry in India is highly regulated with production, distribution, advertising and marketing having to comply with various government regulations. In addition, the liquor industry is subject to a high level of taxation. The levels of regulation and taxation vary from State to State; certain States have even enforced a policy of prohibition. The import of liquor is also subject to a high import duty (at present, the effective duty is over 300%). A significant feature of the Indian liquor industry is the presence of a large illegal market selling both smuggled as well as illicitly-distilled liquor. The IMFL industry in India is estimated at nearly 84 million cases and is growing at 8% per annum. Consumption is largely skewed towards whisky which accounts for over 60 % of the market. Brandy accounts for 21%, rum for 14 % and Whites (Gin, Vodka, others) for 5 %. Besides, there is a large unorganized sector in the Indian liquor industry, consisting of local country-liquor manufacturers. Within the IMFL segment, whisky and rum are the largest segments, accounting for 60% and 16% of total IMFL volumes respectively. Although the liquor industry worldwide is either stagnating or witnessing negative growth, India's IMFL market is growing at 8-10% per annum; currently, the country accounts for nearly 6% of the world's spirit consumption. The Indian liquor industry is characterized by intense competition among the major domestic companies: Shaw Wallace, McDowell's, Herbertson's, Mohan Meakins, Jagatjit Industries, and RKL. This would further intensify competition, especially in the premium segment. Chaptor3 OBJECTIVES OBJECTIVES It is said that the well defined objective is half attained. In order to make sure that a proper research has been taken ensures defining clear cut objectives and outline is a prerequisite. The research objectives of the study are:- To determine the Market position of Beer produced by Mohan Meakin Ltd. To determine the perception of consumer towards beer of Mohan Meakin Ltd. To know the market share of Mohan Meakin Ltd. Regard to beer only. To determine the competitors of Mohan Meakin Ltd. To analyzing the market expansion in future. Chaptor4 RESEARCH METHODOLOGY RESEARCH METHODOLOGY This research was conducted to find out the awareness of the customers towards the beer brands of MML. Research refers to the systematic method consisting of enacting the problems, collecting that facts or data, analyzing them and reaching certain conclusion either in the form of generalization for some theoretical formulation. The research conducted by me is Exploratory Research. Exploratory Research: - This type of research is Qualitative and Quantitative. Qualitative refers to the character of data or the process by which the data are gathered. The researcher here tries to identify the potential opportunities. But the research conducted here is designed to help to choose among the various courses of action. This research is conclusive. In this study a decision is made to select one course of action. The hypotheses which is already established is in the market. Statistical Method has been used by me to collect the data. The data has been collected by interviewing the best unit. DATA is a collection of raw information based on certain facts and figures. It is collected on a number of ways mainly Primary and Secondary source. In this research the data is collected form Primary source Sampling: - The data was to be collected only from the Consumers and Retailers. A questionnaire was prepared and interviewing with Retailers and Consumers. On the bases of questionnaire conclusive research has been done, which tells us the degree to which the product varies with user’s characteristics like age, sex, income, etc. This research helps together facts. No. of Samples used in the Survey = 100 Sampling used to find unit of Survey- Probability sampling Unit For Retailer – Liquors Shop For Consumer – Drinking ‘Beer’s Area of Research Study: - Luckno Chapter 5 Findings of research Drinking habbit of consumers 
As per the investigation at beer shops and model shops I have found that- 89% people who are coming to beer shops are consuming beer. 11% people who are coming to beer shops and model shops do not consume beer. 
As per the investigation at beer shops and model shops I have found that- 58% people who are coming to beer shops and modal shop prefer strong beer. 24% people who are coming to beer shops and model shops prefer mild beer 18% people who are coming to modal shop and beer shop or beer bars are choosing either strong or mild beer depending on the availability. 
As per the investigation at beer shops and model shops I have found that- 38% people who are coming to beer shops and modal shop prefer Hawards 5000 strong beer. 21% people who are coming to beer shops and model shops prefer Meakins 10000 strong beer 33% people who are coming to modal shop and beer shop or beer bars prefer Kingfisher strong beer. 4% people who are coming to modal shop and beer shop or beer bars prefer Golden Eagle strong beer. and Rest of 4% people prefer Fosters strong beer depending on the availability. 
As per the investigation at beer shops and model shops I have found that- 83% people who are coming to beer shops and modal shop prefer Kingfisher mild beer. 11% people who are coming to beer shops and model shops prefer Foster mild beer while 6% people who are coming to modal shop and beer shop or beer bars prefer other available mild beer.. 
As per the investigation at beer shops and model shops I have found that- 42%% people who are coming to beer shops and modal shop prefer taste of beer. 15% people who are coming to beer shops and model shops prefer price of beer 23% people who are coming to modal shop and beer shop or beer bars prefer brand name means they are very much brand loyal. 9%% people who are coming to modal shop and beer shop or beer bars prefer packaging of beer. and Rest of the 11% people prefer other factors that influence the purchase. 
As per the investigation at beer shops and model shops I have found that- 25% people who are coming to beer shops and modal shops says rating of MMlL is good. 62% people who are coming to beer shops and model shops says rating of MML is Quite satisfactory. 13% people who are coming to modal shop and beer shop or beer bars says it is poor. 
As per the investigation at beer shops and model shops I have found that- 56% people consume one bottle at a time. 22% people consume two bottle at a time. 22% people who are coming to modal shop and beer shop or beer bars consume more than two bottles/can at a time. 
As per the investigation at beer shops and model shops I have found that- 47% people consume beer in a party/with their friends. 12% people consume beer when they are sad. 29% people drink beer when they are in a good or happy mood. 11% people did not given any reason for drinking beer.  
As per the investigation at beer shops and model shops I have found that- 4% people consume beer in their homes. 33% people consume beer in modal shops and restaurants. 53% people drink beer in bars and pubs while 10% people drink beer in open space. Download 1.64 Mb. Share with your friends:
|
