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The document is a proposal for an exploratory research for Viva
Connect. The study is on Triggers and barriers towards drinking alcohol,
understanding the needs of the drinkers, testing a web based concept.
Raj Sodha
Research Manager with a leading Market
Research and Consulting firm, Free Lancer
+91 9821550566
sodharaj@gmail.com


Proposal: Prj Alcohol Page 2 of 8 Mob: +91 9821550566



TABLE OF CONTENTS

Contents
BACKGROUND ................................................................................................................. 3
RESEARCH OBJECTIVES .................................................................................................... 3
RESEARCH APPROACH ...................................................................................................... 3
RESEARCH DESIGN .......................................................................................................... 4
METHODOLOGY ............................................................................................................. 4
TARGET GROUP............................................................................................................. 4
SAMPLE SIZE ................................................................................................................ 5
FIELDWORK CONSIDERATIONS ....................................................................................... 5
DELIVERABLES ................................................................................................................ 5
REQUIREMENTS FROM CLIENT ........................................................................................... 6
INVESTMENT ................................................................................................................... 7
TIMELINES ................................................................................................................... 8




Proposal: Prj Alcohol Page 3 of 8 Mob: +91 9821550566

BACKGROUND


Viva Connect is India's largest Voice & Missed call company providing Creative Marketing solutions over
mobile. Manages interactions with customers over Voice, Missed Calls, SMS, Email and Mobile Apps.
The company now plans to develop its own platform over web and mobile to cater the various needs of
customers in Hospilatitly, Food and Beverage and Retail industry.
The following document outlines the details for conducting a study for the company in the food and beverage
sector.

RESEARCH OBJECTIVES

Demographic and Psycographic profiling of people who like to drink
To understand the various triggers and barriers towards drinking in general, at home and socially, and
understand the category drivers
Understanding the frequency and the occasions when alcohol is bought
To evaluate the saliency and usage of spirits
To evaluate the concept of ordering alcohol over the web and whether there is a need
Media habits
RESEARCH APPROACH

Respondents would be interviewed face to face by a team of trained interviewers who would elicit
reactions from the respondents.
Purposive sampling would be followed.
Respondents from the relevant Target Group will be recruited based on the recruitment criteria.
Interviews will be carried out at various locations : Outside malls, near parking lots, outside offices, outside
various pubs and local hangout places, outside local bars and wine shops.

Proposal: Prj Alcohol Page 4 of 8 Mob: +91 9821550566

RESEARCH DESIGN

METHODOLOGY

The Quantitative Survey will be conducted with the help of a structured questionnaire. The questionnaire will
be finalized in consultation with the client
TARGET GROUP

Men and Women(70:30 ratio)
Age-
20-25 years (minimum 20% of the SS)
26-30 years (minimum 20% of the SS)
31-35 years (minimum 10% of the SS)
35-40 years (minimum 10% of the SS)
Category consumption
Core drinkers of alcohol- Drink alcohol at least once a month or spend at least Rs. 5000
in a year on alcohol
Men and Women who have smart phone and have access to data on their smart phone
Lifestyle criteria to meet our target audience or SEC A/B (50:50 ratio)
Lifestyle criteria
Owns a 1
st
hand Car 1
Club membership 2
Stays in a non rented / own house 3
Foreign Trip in the last one year by any member of the household for 3 days and paid by CWE or other family
member
4
Personal Computer/Laptop 5
Smartphone/ tablet 6

FOR THE QUESTIONNAIRE TO BE CONSIDERED VALID, RESPONENT SHOULD FULFILL 3 OUT OF 6 CRITERIAS MENTIONED ABOVE OR ELSE THE
QUESTIONNAIRE IS TO BE DISCARDED AND IS VOID







Proposal: Prj Alcohol Page 5 of 8 Mob: +91 9821550566

SAMPLE SIZE


CENTERS
Gender
Age** SEC**
Methodol
ogy

TOTAL
Male
Female
20-25
years
26-30
years
31-35
years
35-40
years
A B
Mumbai
490 210 140 140 70 70 250 250 On field 700
Free fall Online 300
Online and offline

1000



**-These are minimum quotas
FIELDWORK CONSIDERATIONS


o Interviewers will be employed with good communication skills
o The Sample size should have the fair representation of the age, sec and gender and not skewed towards
irrelevant the target audience.
DELIVERABLES


o Research Findings to be presented in an excel format(interim report) and a ppt(final report) at the
appropriate cuts.
o Information areas would be analysed at
o Total, Gender, Age, SEC level


Proposal: Prj Alcohol Page 6 of 8 Mob: +91 9821550566

REQUIREMENTS FROM CLIENT


o Approval on Qnaire and costing
o Confirmation of incentives for respondents
o Also a detailed, objective of the study
o What are the business implication of the study
o How this research helpful
o Critical findings out of the study
Please be as specific as possible on, what are you looking for in the study
o The list of any areas which we want to cover
o The list of the Top 15 brands in the alcohol category to be covered for saliency purpose



Proposal: Prj Alcohol Page 7 of 8 Mob: +91 9821550566

INVESTMENT

For given sample size and center
No Of Centers Sample Size Cost (exc of taxes)
1

1000
Rs. 1,70,000
(Rupees One Lac seventy
thousand)

In addition to the above mentioned costs, additional service tax shall be charged (If applicable)
Payments to the field freelancers will be either made by cash or cheque. Preferably it will be cash.
Payment for the time cost(fees of the researcher) will also be in cash.
The above quote does not include any costs for travel/Stay for field briefing or client accompaniment. The
same will be billed at actual if needed by the client
It is assumed that the deliverables are presented in Mumbai


Proposal: Prj Alcohol Page 8 of 8 Mob: +91 9821550566

TIMELINES


Questionnaire will be shared after 3 working days over the weekend post commissioning of the study
*If a team of 10 will be doing the FW then 25 days will be taken to finish the FW and if a team of 5 will be doing the FW
then 45 days will be taken to finish the FW.
** Working days do not include Saturdays, Sundays and Public Holidays
Working days **
Timelines will be applicable only after final approval of Qnaire
Commissioning, Receipt of Advance and approval of Qre. 3
Field setup, translation, mock calls along with the online
preparation of the questionnaire
6
Fieldwork 45* or 25*
Analysis (coding, punching of data) 5
SPSS data cleaning
4
Presentation and Analysis of findings
4
Total** 67* or 47* working days