CONSUMER BEHAVIOUR

Submitted By:-
Avnita Gupta
Gaurav Sharma
Jharna Talreja
Kanupriya Mongia
Manik Mittal
Shashwat Sharma
Consumer
Behaviour

COMPLEX DISSONANCE
HIGH
BUYING BUYING
BEHAVIOUR BEHAVIOUR

INVOLVEMENT

VARIETY HABITUAL
SEEKING BUYING
LOW BUYING BEHAVIOUR
BEHAVIOUR

HIGH LOW
BRAND DIFFERENCE
 LIQUOR INDUSTRY OVERVIEW

Domestic Industry- Rs 60.0 Billion industry

In India, ‘drinking’ has remained a bad word While the beer

and liquor market continues to grow at an impressive rate
even against an economic recession.

MAJOR PLAYERS
• United Breweries (UB)
• Shaw Wallace
• McDowell (part of the UB Group)
 QUESTIONAIRS
•At what time of the day it is sold the most?
•Which age group comes regularly?
•Do customer order same brand or seek variety?
•If one brand is not available do the customer shift to another brand?
•What are the most preferred brands?
•How difficult it is to sell the new brand?
•What are the effect of seasons on consumer behavior?
 DATA COLLECTED
• As per the data collected from the following sources
1. MANDARIN COURT (Katwaria Sarai)
QUESTIONS ANSWERS
1) Time of the day? Subject to happy hours(7:30-10:30
PM)
2) Age Group? Most of them between 20-45

3) Brand Loyalty? Yes

4) Shift in Brand due to
Unavailability
5) Most Preferred brands?
6) Experimentation with new
Brands
7) Season effect on sale
Yes in 90% cases
• Royal Stag
•Royal challenge
•Blenders Pride
Consumer not willing to
experiment much
Yes (in different segments)
 DATA COLLECTED
• As per the data collected from the following sources
1. YASHWANT PLACE (Chanakya Puri)
QUESTIONS ANSWERS
1) Time of the day? 6:00-10:00 PM

2) Age Group? No specific age

3) Brand Loyalty? Yes

4) Shift in Brand due to
Unavailability
5) Most Preferred brands?
6) Experimentation with new
Brands
7) Season effect on sale
Yes in 90% cases
• Royal Stag
•Royal challenge
•Mc Dowell's (No 1)
Take time for establishing new
Brand
Yes (in different segments)
CONSUMER BEHAVIOUR

COMPLEX DISSONANCE
HIGH BUYING BUYING
BEHAVIOUR BEHAVIOUR
INVOLVEMENT
VARIETY HABITUAL
SEEKING BUYING
LOW BUYING BEHAVIOUR
BEHAVIOUR

HIGH LOW
BRAND INVOLVEMENT