INTRODUCTION

The Indian beer industry is quite large at around 65 mn cases (12 bottles of 650 ml

each) and in the last 3 years has grown at 14% annum is the unrestricted markets. The per

capita consumption stands at a low 0.5 litre. Beer manufacturing requires a license from the

centre, which is ratified by the respective state. Till 1989 licensing was restricted, in 1989,

the central government relaxed the policy and accepted 460 applications for new projects.

Only a few were cleared and fewer still have actually come on ground, on account of the low

and uneconomical capacity of 5,000 kilolitres per annum licensed by the government.

However the capacity is released to 15,000 kilolitres per annum for NRI proposals with

100% foreign equity, of which minimum 51% has to be on a non repatriable basis.

UB, Mohan Meakins and Shaw Wallace are the only companies with a national

presence. Companies such as Associated Breweries have built up strong regional brands

while operating only in the beer business UBs Kingfisher is the market leader followed by

Hayward 5000, which has emerged as the second largest selling brand in the market share of

the various player are as follows :

UB Group -40% Shaw Wallace -14%,

Mohan Meakin -20% Others -26%

The Indian beer sector has seen a hectic merger and acquisition activity recently with

12 breweries changing hands in the last 3 years. However, this is not the end of the

consolidation wave in the Indian industry. Rather, some of the largest beer players across the

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world are still eyeing India with a view to gaining a hare of the countrys rapidly growing

beer consumption.

An attractive beer market

The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03. As

seen in figure 1, beer consumption has been growing rapidly at a CAGR (Compound Annual

Growth Rate) of 7 per cent over the last 9 Consumer preferences towards different beer brand

M.P.Birla Institute of Management 1 0 years, while growth in 2002-03 was 11 per cent Indian

growth rates compare favorably with the global beer industry, which grew by about 2.6 per

cent in 2001-02 Apart from providing strong growth, India also provides attractive profit

margins due to the consolidated nature of the industry a comparison between China and

India, for example, reveals that the Chinese beer market is marked by intense competition,

with several players being marginalized. In China there are about 400 brewers, of which the

top 10 account for only 45 per cent of the market. This has resulted in low profit margins for

the Chinese beer players. In contrast, the top two beer players in India account for about 75

per cent of beer sales in India and the industry stands a chance to see more consolidation in

the near future. The effect of this consolidation can be seen in the fact that beer prices in

India Rarely go down with the competitive pressures of new product or brand

launches. In the past, whenever beer prices have gone down, it has been due to either the

Lowering of duties by the government or the deregulation of distribution (leading to lower

margins for the distribution channel partners). In neither scenario have the margins or

revenues of beer manufacturers been affected.

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Growth prospects for the beer industry in India

The Indian beer market has been growing rapidly over the last 10 years, due to the

positive impact of demographic trends and expected changes, like:

Rising income levels: India is home to nearly one-sixth of the global population and is one

of the most attractive consumer markets in the world today. Various research studies have

shown that a rise in the income levels has a direct positive effect on beer consumption. The

National Council for Applied Economic Research (NCAER) projects Indias very rich,

consuming and climbers classes to grow at a CAGR of 15 per cent, 10 per cent and 2 per

cent respectively. With this growth in income levels, Indian beer consumption is expected to

continue growing, at the very minimum, at the growth rates Consumer preferences towards

different beer brand M.P.Birla Institute of Management 1 1 witnessed in the last decade.

Changing age profile: As a consequence of the high birth rates prevalent until the 1990s, a

large proportion of the Indian population is in the age group of 20-34 years. This age group is

the most appropriate target for beer marketers. This population trend will give a further boost

to the growth of beer consumption in India.

Changing lifestyles: A deep-seated traditional social aversion to alcohol consumption has

been a traditional feature of the Indian society. However, as urban consumers become more

exposed to western lifestyles, through overseas travel and the media, their attitude towards

alcohol is relaxing.

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 Social habits are undergoing transformation as mixed drinks are becoming more

popular. The greatest evidence of this trend is the increase in beer consumption among

women. More and more women are consuming beer.

The penetration in metropolitan areas is almost twice as high as the penetration in

other large cities implying that the greater tolerance towards alcohol consumption in

metropolitan areas facilitates the consumption of beer. With increasing urbanization, this

acceptance is only going to rise. Reduction in beer prices: The Indian consumer typically

values an alcoholic beverage on the basis of its kick factor versus its price.

The following two factors therefore, affect the market for beer. Firstly, as most states

do not have a differential tax structure based on the alcohol content, strong beer...

SURROGATE ADVERTISING

Liquor companies advertise their drinks in the form of surrogate advertisements. In

this type of advertisement, a product other than the banned one is promoted using an already

established brand name. Such advertisements or sponsorship help in brand building and

contribute to brand recall. The product shown in the advertisement is called the(Surrogate).

The surrogate either resembles the original product or could be different product all

together. But using the established brand of the original product. The sponsorship of

Consumer preferences towards different beer brand M.P.Birla Institute of Management 1 2

sports/cultural/leisure events and activities using liquor brand name also falls in the category

of surrogate advertising.

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Recent changes in surrogate advertising laws

In June 2002, the Information and Broadcasting (I&B) Ministry of India ordered

leading television (TV) broadcasters to ban the telecast of two surrogate ads of liquor brands

McDowells NO.1 and Gilbeys green label the ministry also put some other brands

Smirnoff vodka, Haywards 5000, royal challenge whiskey and kingfisher beer on a watch

list the surrogates used by these advertisements ranged from audio cassettes, CDs and

perfumes to golf accessories and mineral water.By august 20002 the I& B ministry had

banned 12 advertisements.

Leading satellite TV channels including Zee, SONY, STAR and Aaj Tak were issued

showcause notices asking them to explain their reason for carrying surrogate liquor

advertisements. The channels were asked to adhere strictly to the cable Television Regulation

Act 1995 (Cable TV Act, 1995). As a result, Zee and STAR stopped telecasting the

advertisements; Aaj Tak and Sony soon followed suit. In addition, the I&B Ministry hired a

private monitoring agency to keep a watch on all advertisements for violations of the

Act.These developments led to heated debates over the issue of surrogate advertising by

liquor companies. Though the liquor companies involved protested strongly against the I&B

Ministrys decision, they had no choice, but to comply with the regulations. Analysts

remarked that the governments policy was hypocritical.

One said, On the one hand they allow these socially bad products to be

manufactured and sold (in order to garner revenues) and then they deny the manufacturers

the right to propagate knowledge of their products in order to drive sales. Meanwhile, the

government also seemed to be in dilemma. On the one hand, it had to encourage the sales of

liquor and tobacco because they were the highest taxed sectors of the Indian economy. On the

other hand there were also the need to take high moral ground and reduce the consumption of

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such products. Consumer preferences towards different beer brand M.P.Birla Institute of

Management 1 3

Theoretical background

Brand management

The first thing to recognize when we talk about brands is that they are not just names,

terms symbols designs or combinations of these, although it is true say that such things

differentiate certain products and companies from others.

The strong brand apparently says more about itself than the product lurking behind it.

The brand forms an independent embodiment of the relationship between the seller and the

buyer and what they expect from one another. That makes the brand a very important

catalyzing element in the formation of strategy. The additional ingredient that makes

successful brands is Personality the brand can project a certain personality. Marketers have

used personality variables to segment markets. They endow their products.

Brand image

A product is something that is made in a factory; a brand is something that is brought

by a customer; a product can be copied by a competitor; a brand is unique; a product can be

quickly outdated; a successful brand is timeless.

Brand image creates value principally by projecting an image. While they may be

based on an extraordinary product, these brands are distinguished from the competitors

because buyers see them as offering a unique set of association or image. Brand image are

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often created in categories where products are relatively undifferentiated or quality is

difficult to evaluate (I.e. wines, medical or consulting services) or where under such

circumstances,images attached to the brand add value in terms of Consumer preferences

towards different beer brand M.P.Birla Institute of Management 1 4 distinguishing it from

other brands by serving them as a badge informing others the one group. Membership or

accomplishments in either case it is the set of images attached to the brand that define the

brands uniqueness and create symbols that are highly valued by buyers.

Brand image may be created in many ways as

By adding product features that evoke images; By making emotional connection

with buyers;

By associating a brand with particular types of users; and/or By clever advertising

campaigns.

Brands are successful because people prefer them to ordinary products. In addition to

the psychological factors already mentioned, brands give consumers the means whereby they

can make choices and judgments. Based on the experiences customers can rely on chosen

brands to guarantee standards of quality and service, which reduces the risk of failure in

purchase. Smart companies now responsive to the criticisms, in real time and of making sure

the brand is consistent and is as good as it can be wherever it shows up, and even after the

sale has been made tools the sales people use to sell it, public efforts and follow up customers

service all must reflect brand values impart a consistent brand image

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SEGMENTATION MARKETING

The first step in developing a segmentation strategy is to select the most appropriate

base on which to segment the market.

Geographic Segmentation

In this, the market is divided by the location. The theory behind this strategy is that

people who live in the same area share some similar needs and wants and that these needs

and wants differ from those people living in other areas. Some regional consumption

differences can be accounted for by climate. At the same time marketers have observed

divergent consumer purchasing patterns among urban, suburban and rural areas.For example

if I consider Consumer preferences towards different beer brand M.P.Birla Institute of

Management 1 5 my project case, it is seen that many urban people beer when compared to

other rural areas

Demographic Segmentation

Demographic characteristics such as age, sex, marital status, income, occupation and

education are most often used as the basis for market segmentation. In my study, income,

education and occupation play a major role in consumer preference for beer. Education,

income and occupation tend to be closely correlated in almost a cause-and-effect relationship.

Insights on media preferences tend to support the close relationship among income,

education and occupation.

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Psychological / psychographics segmentation

Psychological characteristics refer to the inner or the intrinsic qualities of the

individual consumer. Consumers may be segmented in terms of their needs and motivations,

personality, perceptions, learning, level of involvement and attitudes. Psycho graphic

research focuses on the measurement of activities, interests and opinions. On their most

common form, psycho graphic studies use a battery of statements designed to identify

relevant aspects of a consumers personality, buying motives, interests, attitudes, beliefs and

values.

Socio cultural Segmentation

Social class is a potential market segmentation variable. The concept of social class

implies a hierarchy in which individuals in the same class generally have the same degree of

status, while members of other classes have either higher or lower status. Studies have shown

that consumers in different social classes.

Market research is a vehicle through we can obtain information about Present and

potential customers behavior, there reaction and prospective about marketing.

Learning more about the consumer and marketing is the heart of marketing

research.The objective of the case study is to know about the consumers perception and

preferences towards different beer brands.

Beer itself has niche in the market.A certain age group people to drink for the sake of

just showing with some people take it just as a substitute to whisky. The beer industry is

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developing with speed of approximate 18%.The Nasik market enjoys a good position in beer

industries.

It has made it though for the beer industry to capture the same market share as it was

enjoying few decades ago. Since 30 years put now seen the current requirements of market

decided to change its old pattern and planned to walk with the traits. This study contains

about the reaction of consumers towards the consumers. The target consumers are there

figured and the area for research is also sound and through it.

Through the proper and throughout research of the beer market and its environment

the SWOT ,conclusion and recommendations are concluded with proper marketing

strategies. This research is taken in Nasik area.

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Related segmentation

Awareness status encompasses the notion of consumer awareness, interest level

or buyer readiness. Marketers have to determine whether potential consumers

are aware of the product, interested in the product or need to be informed about

the product. Particularly many people are not aware of difference between

granite and marble. So the marketers should make them to understand the

product and its characteristics and in what way it is better to other ceramic

products.

MOTIVATION

It is the driving force within individuals that impels them to action. This driving

force is produced by a state of uncomfortable tension, which exists as the result

of an unsatisfied need. All individuals have needs, wants and desires. The

individuals subconscious drive to reduce need induced tension results in

behavior that he or she anticipates will satisfy needs and thus brings about a

more comfortable state. Motivation is a highly dynamic construct that is

constantly changing in reaction to life experiences.

Needs and goals are constantly changing.

Needs are never fully satisfied.

New needs emerge as old needs are satisfied.

Success and failure influence goals.

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 Substitute goals.

According Marlows hierarchy of needs, consumer preference for granite

will come under egoistic needs. Inwardly directed ego needs reflect an

individual needs for self-acceptance, for self esteem, for success, for

independence, for personal satisfaction. Outwardly directed ego needs include

the needs for prestige, for reputation, for status, for recognition from others.

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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 outlines is a prerequisite.

The research objectives of the study are:

To determine the perception of consumer towards consumption of beer in Nasik

district.

To assess the brand loyalty of consumer towards beer by the consumers of Nasik

district.

To study the brand awareness of consumer towards beer in Nasik district.

To analyzing the market expansion of beer industry in future.

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 PRODUCT PROFILE

1. BEER

Foster

Corona

San Migual

Cobra

Castle Lager

Hawards 5000

Kingfisher

Meakins 10000

Golden eagle

Black knight

Solan No.1

Gymkhana

Golden eagle Herbal beer

Asia 72

Lion beer.

Thunderbolt

Iceberg

Zingaro

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 Beer

Beer is an alcoholic beverage produced through the fermentation of cereal sugars, and which

is not distilled after fermentation. The unfermented sugar solution, called wort, is obtained

from steeping, or "mashing," malted cereal grains, usually barley. Alcoholic beverages made

from the fermentation of sugars derived from non-grain sources fruit juices or honey, for

example are generally not called "beer," despite being produced by the same yeast-based

biochemical reaction.

The process of beer production is called brewing. Brewing dates back to at least the 5th

millennium BC (prior even to writing), and is recorded in the written history of Ancient

Egypt and Mesopotamia.

Because the ingredients and procedures used to make beer can differ, beer characteristics

such as taste and colour may also vary. While local names for beers made with the same

methods and ingredients may vary, the similarities of method and ingredients can be detected

to form a study of the nature of beer styles.

Beer is considered to be a social lubricant in many societies. Various social traditions and

activities are associated with beer drinking, such as buying a round, pub crawling (bar

hopping), or various pub games.

There are a number of related beverages such as kvass, sahti and pulque.

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History of Beer

Beer is one of the oldest beverages humans have produced, dating back to at least the 5th

millennium BC and recorded in the written history of Ancient Egypt and Mesopotamia. In

Classical Greece and Rome wine was the usual alcoholic beverage and beer was little known,

except as a drink favoured by foreigners (barbarians) of the Middle East and northern

Europe. Tacitus wrote disparagingly of the beer brewed by the Germanic peoples of his day,

but documentary evidence (e.g. from Vindolanda) shows that Roman troops serving in

northern and central Europe customarily drank local types of beer.

Beer largely remained a homemaker's activity, made in the home in medieval times. By the

14th and 15th centuries, beermaking was gradually changing from a family-oriented activity

to an artisan one, with pubs and monasteries brewing their own beer for mass consumption.

Today, the brewing industry is a huge global business, consisting of several multinational

companies, and many thousands of smaller producers ranging from brewpubs to regional

breweries

The East Indies market was a very tempting but difficult one to enter for English brewers.

After the British East India Company had established itself in India by the early 1700s, it had

a large number of troops and civilians demanding beer. However, the long hot journey proved

a difficult one for the dark ales and porters of England. Ships typically left London, cruised

south past the equator along the coast of Africa, rounded the Cape of Good Hope and then

crossed the Indian Ocean to reach Bombay, Calcutta, and Madras. The temperature

fluctuations were huge, it was a very long trip (about 6 months) and the rough waters of

southern Africa resulted in an extremely violent voyage.

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 Despite these obstacles, however, English brewers did try to establish exports to

India. Early shipments to India contained bottled porters, the favorite beer in London, which

generally arrived flat, musty, and sour. The answer to the great beer problem finally came

from a recipe created by George Hodgson at the Bow Brewery in East London. Hodgson

began shipping Hodgson's India Ale during the 1790s. India ale was a variation of his pale

ale, which Londoners had been drinking since the mid-1750s.

Before refrigeration and pasteurization, the brewer's only weapons against spoilage

were alcohol and hops. Alcohol provided an unfriendly environment for microbes and the

hops prevented the growth of the bacteria which cause sourness. Therefore high alcohol

content and high hopping rates could protect beer from the souring associated with long

storage times. Hodgson took his pale ale recipe, increased the hop content considerably, and

raised the alcohol content. The result was a very bitter, alcoholic, and sparkling pale ale that

could survive the challenges of travel and shelf life in India. IPA reached India in an

enjoyable condition and Hodgson's success became legendary.

In the same period, brewers that wanted to export pale ale from England to Russia

were facing the same problem of avoiding the rotting of the beer, thus they increased the hop

and the alcoholic strength of the beer, obtaining the so called Imperial Pale ale. Ultimately

the exports to Russia had to be stopped for political reasons. Brewers exporting to Russia

eventually switched to India, and so "Imperial Pale ale" and "India Pale ale" became

synonymous.Thanks in part to Hodgson's recipe, the Indian beer market expanded greatly. In

1750, about 1480 barrels left England for India -- in 1800, 9000 barrels were exported, an

increase of over 500% in annual shipments. The success of IPA was soon copied by the Salt,

Allsopp, and Bass breweries who all claim to have been the first to copy Hodgson's style.

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These and other English brewers later started selling IPA in England and Ireland. Although

these beers were called India Pale Ales, the recipe was different due to the inability to mature

for as long as the trip to India. The national IPA was less hopped compared to the export

version, in order to speed up the fermentation. The final beer was more bitter than the simple

pale ale, but not as bitter as the export version. American brewers also began brewing IPA for

the export and home markets. Ballantine's IPA dates back to the early part of the 20th century

when IPAs were still strong in both popularity and alcohol content.

The expansion of the Indian beer market caused by Hodgson's IPA ultimately led to the

building of Asia's first breweries. In the late 1820s Edward Dyer moved from England to set

up the first brewery in India at Kasauli (later incorporated as Dyer Breweries in 1855) in the

Himalaya mountains, producing Asia's first beer brand Lion Beer. Dyer set up more

breweries at Solan, Shimla, Murree, Rawalpindi and Mandalay. Another entrepreneur, H G

Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer

and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and Kirkee.

In 1937, when Burma was separated from India, the company was restructured with its

Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange.

Following independence, in 1949 N.N. Mohan took over management of the company and

the name was changed to Mohan Meakin. The company continues to produce beer across

India to this day and Lion is still available in northern India.

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 Today

The IPA style has virtually died out in the United Kingdom, most beers called IPA in the UK

are indistinguishable from ordinary session bitters. One of the few traditional examples still

brewed is Freeminer Trafalgar IPA

However, the IPA style has become very popular with American microbreweries, where it has

evolved into a distinct variant sometimes called American India Pale Ale (One example is

Victory Brewing Company's HopDevil Ale). Although some are made to traditional recipes,

American IPAs are generally brewed with citric American hop varieties such as Cascade,

Chinook, Centennial, and Columbus. American brewers have also altered the style to

increase the bitterness of the beer to well over 100 IBUs and the alcohol levels up to 10 or

even more than 20 % alcohol by volume. These beers are referred to as American Double

India Pale Ales or Imperial India Pale Ales. (However, the former is sometimes considered

more accurate, since the word "imperial" originally refered exclusively to the Imperial stout

style that was invented in England for export to Imperial Russia).

In Canada, Alexander Keith's India Pale Ale has become popular across Canada as the

microbrewery fad has taken off since the 1990s. However, like its American cousins, it is not

a true IPA but a more palatable one for modern tastes. The beer is available across the nation,

but is usually sold as an Import or Exotic beer compared to more standard domestic offerings

from the likes of Molson and Labatt. The Mill Street Brewery in Torontos Historic Distillery

District brews its award winning IPA: Tankhouse Ale. It is an excellent representation of a

true India Pale Ale.

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 Beer Making

The craft of brewing was likely first practiced shortly after the early farming societies arose,

more than 10,000 years ago. Wheat was one of the first domesticated crops, and the

fermentation of wheat is one of the basic steps in making beer. The first records of beer

making are more than 6,000 years old and indicate that the Sumerians of the Middle Eastern

fertile crescent had created a beverage that made them feel "exhilarated, wonderful and

blissful."

While most beer consumed in the developed world is brewed by huge food and beverage

conglomerates, a small but growing group of imbibers has swung their mugs over to the

amber delights crafted by an expanding micro-brewery industry. Often locally based, micro-

breweries often rely on traditional recipes handed down within beer making families for

generations. This trend has been complemented by the many home beer makers who take

particular pride in their basement brews, even to the point of affixing custom labels to their

bottled creations

The beer making process is well known now though it was a carefully guarded secret in years

past. In a nutshell, grain (usually barley or wheat) is allowed to germinate. The "malted"

grain is then dried or roasted, then mixed with water and heated so that natural enzymes can

break the starches down into sugars. After straining, hops or other flavorings are added and

the mixture is boiled to sterilize it. In the final stage of the process, yeast is added to the

"wort" in a fermentation vessel. The yeast converts the sugars into carbon dioxide and ethyl

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alcohol. The "green" beer is then filtered and conditioned for up to a month before being

bottled or canned.

Home brewing is an enjoyable hobby that's surprisingly inexpensive. You get to drink the

fruits of your labor, which in turn motivates you to do a good job of it. Beer making at home

has really caught on over the past decade or so, and a small industry has blossomed that

provides brew masters with good quality ingredients and supplies. With a modest investment

of between $100 and $200, you can acquire a full-featured home beer making kit that will

enable you to brew with the best of them. The availability of yeast banks and literally

hundreds of recipes allow for the home production of any one of a huge variety of different

beers.

The brewing process

Though the process of brewing beer is complex and varies considerably, the basic stages that

are consistent are outlined below. There may be additional filtration steps between stages.

1. Mashing: The first phase of brewing, in which the malted grains are crushed and

soaked in warm water in order to create a malt extract. The mash is held at constant

temperature long enough for enzymes to convert starches into fermentable sugars.

2. Sparging: Water is filtered through the mash to dissolve the sugars. The darker,

sugar-heavy liquid is called the wort.

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 3. Boiling: The wort is boiled along with any remaining ingredients (excluding yeast),

to remove excess water and kill any microorganisms. The hops (whole, pelleted, or

extract) are added at some stage during the boil.

4. Fermentation: The yeast is added (or "pitched") and the beer is left to ferment. After

primary fermentation, the beer may be allowed a second fermentation, which allows

further settling of yeast and other particulate matter "trub" which may have been

introduced earlier in the process. Some brewers may skip the secondary fermentation

and simply filter off the yeast.

5. Packaging: At this point, the beer contains alcohol, but not much carbon dioxide. The

brewer has a few options to increase carbon dioxide levels. The most common

approach by large-scale brewers is force carbonation, via the direct addition of CO2

gas to the keg or bottle. Smaller-scale or more classically-minded brewers will add

extra ("priming") sugar or a small amount of newly fermenting wort ("krusen") to

the final vessel, resulting in a short refermentation known as "cask-" or "bottle

conditioning".

After brewing, the beer is usually a finished product. At this point the beer is kegged, casked,

bottled, or canned.

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Unfiltered beers may be stored for further fermentation in conditioning tanks, casks or

bottles to allow smoothing of harsh alcohol notes, integration of heavy hop

flavours, and/or the introduction of oxidised notes such as wine or sherry flavours.

Some beer enthusiasts consider a long conditioning period attractive for various

strong beers such as Barley wines. There are some beer cafes in Europe, such as

Kulminator in Antwerp, which stock beers aged ten years or more. Aged beers

such as Bass Kings Ale from 1902, C Ingredients

The main ingredients of beer are water, malted barley, hops and yeast. Other ingredients,

such as flavouring or sources of sugar, are called adjuncts and are commonly used; common

adjuncts are corn, rice and sugar. These starches convert in the mashing process to easily

fermentable sugars that serve to increase the alcohol content of beer while adding little body

or flavor. Major American breweries use relatively high percentages of adjuncts in order to

produce very light-bodied beer at 4-5% alcohol by volume.

1. Water: Because beer is composed mainly of water, the source of the water and its

characteristics have an important effect on the character of the beer. Many beer styles

were influenced or even determined by the characteristics of the water in the region.

Although the effect of, and interactions between, various dissolved minerals in

brewing water is complex, as a general rule, hard water is more suited to dark styles

such as stouts or porters, while very soft water is more suited for brewing light-

colored beers, such as pilsners.

Malt: Among malts, barley malt is the most widely used owing to its high amylase

content, a digestive enzyme which facilitates the breakdown of the starch into sugars.

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 However, depending on what can be cultivated locally, other malted and unmalted

grains are also commonly used, including wheat, rice, oats, and rye, and less

frequently, maize and sorghum. Malt is formed from grain by soaking it in water,

allowing it to start to germinate, and then drying the germinated grain in a kiln.

Malting the grain produces the enzymes that will eventually convert the starches in

the grain into fermentable sugars. Different roasting times and temperatures are used

to produce different colors of malt from the same grain. Darker malts will produce

darker beers. In most cases, two or more types of malt are combined when making

modern beers.

2. Hops: Hops have commonly been used as a bittering agent in beer since the

seventeenth century. Hops contain several characteristics very favorable to beer: (a)

hops contribute a bitterness that balances the sweetness of the malt, (b) hops also

contribute aromas which range from flowery to citrus to herbal, (c) hops have an

antibiotic effect that favours the activity of brewer's yeast over less desirable

microorganisms and (d) the use of hops aids in "head retention", the length of time

that foamy head created by the beer's carbonation agent will last. The bitterness of

commercially-brewed beers is measured on the International Bitterness Units scale.

While hops plants are grown by farmers all around the world in many different

varieties, there is no major commercial use for hops other than in beer.

3. Yeast: is a microorganism that is responsible for fermentation. A specific strain of

yeast is chosen depending on the type of beer being produced, the two main strains

being ale yeast (saccharomyces cerevisiae) and lager yeast (saccharomyces uvarum),

with some other variations available, such as brettanomyces and Torulaspora

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 delbrueckii. Yeast will metabolise the sugars extracted from the grains, and produce

alcohol and carbon dioxide as a result. Before yeast's functions were understood, all

fermentations were conducted naturally using wild or airborne yeasts; although a few

styles such as lambics still rely on this ancient method, most modern fermentations

are conducted using pure yeast cultures. On average, beer's alcohol content is

between 4% and 6% alcohol by volume, although it can be as low as 2% and as high

as 14% under ordinary circumstances and several brewers claim to make beers that

are upwards of 20%.

4. Clarifying agent: Some brewers add one or more clarifying agents to beer that are

not required to be published as ingredients. Common examples of these include

Isinglass finings, obtained from swimbladders of fish; kappa carrageenan, derived

from seaweed; Irish moss, a type of red alga; and gelatin. Since these ingredients may

be derived from animals, those concerned with the use or consumption of animal

products should obtain specific details of the filtration process from the brewer.

Varieties of beer

There are many different types of beer, each of which is said to belong to a particular style. A

beer's style is a label that describes the overall flavour and often the origin of a beer,

according to a system that has evolved by experimentation over many centuries.

A major component of determining the type of beer is the yeast used in the fermentation

process. Most beer styles fall into one of two large families: ale, using top-fermenting yeast,

or lager, using bottom-fermenting yeast. Beers that blend the characteristics of ales and

lagers are referred to as hybrids. Alcoholic beverages made from the fermentation of sugars

25 | P a g e
derived from non-grain sources are generally not called "beer," despite being produced by the

same yeast-based biochemical reaction. Fermented honey is called mead, fermented apple

juice is called cider, fermented pear juice is called perry, and fermented grape juice is called

wine.

An ale yeast is normally considered to be a top-fermenting yeast, though a number of British

brewers, such as Fullers and Weltons, use ale yeast strains that settle at the bottom. Common

features of ale yeasts regardless of top or bottom fermentation is that they ferment quicker

than lager yeasts, they convert less of the sugar into alcohol (giving a sweeter, fuller body)

and they produce more esters (which give a fruity taste) and diacetyl (which gives a buttery

taste).

Fermenting Temperature

Ale is typically fermented at higher temperatures than lager beer (1523C, 6075F).

Ale yeasts at these temperatures produce significant amounts of esters and other

secondary flavor and aroma products, and the result is a beer with slightly "fruity"

compounds resembling but not limited to apple, pear, pineapple, banana, plum, or prune

Stylistic Difference to Lager

Stylistic differences between some ales and lagers can be difficult to categorize. Steam

beer, Klsch and some modern British Golden Summer Beers are seen as hybrids, using

elements of both lager and ale production. Baltic Porter and Bire de Garde may be

26 | P a g e
 produced by either lager or ale methods or a combination of both. However, commonly,

lager is perceived to be cleaner tasting, dryer and lighter in the mouth than ale

Lager

Lagers are the most commonly-consumed beer in the world. They are of Central European

origin, taking their name from the German lagern ("to store"). Lager yeast is a bottom-

fermenting yeast, and typically undergoes primary fermentation at 7-12C (45-55F) (the

"fermentation phase"), and then is given a long secondary fermentation at 0-4C (30-40F)

(the "lagering phase"). During the secondary stage, the lager clears and mellows. The cooler

conditions also inhibit the natural production of esters and other byproducts, resulting in a

"crisper" tasting beer.

Modern methods of producing lager were pioneered by Gabriel Sedlmayr the Younger, who

perfected dark brown lagers at the Spaten Brewery in Bavaria, and Anton Dreher, who began

brewing a lager, probably of amber-red color, in Vienna in 18401841. With modern

improved fermentation control, most lager breweries use only short periods of cold storage,

typically 13 weeks.

In terms of volume, most of today's lager is based on the Pilsner style, pioneered in 1842 in

the town of Plze, in the Czech Republic. The modern Pilsner lager is light in colour and

high in carbonation, with a strong hop flavour and an alcohol content of 36% by volume.

The Pilsner Urquell or Heineken brands of beer are typical examples of pilsner beer, as are

most American beers such as Budweiser, Coors and Miller.

27 | P a g e
Spontaneous fermentation

These are beers which use wild yeasts, rather than cultivated ones. All beers before the

cultivation of yeast in the 19th century were closer to this style, characterised by their sour

flavours.

Hybrid beers

Hybrid beers have some of the characteristics of ale and of lager. Steam beer, Klsch and

some modern British Golden Summer Beers are seen as hybrids, using elements of both lager

and ale production. While Baltic Porter and Bire de Garde may be produced by either lager

or ale methods or a combination of both.

Draught beer from a pressurised keg is the most common dispense method in bars around

the world. A metal keg is pressurised with carbon dioxide (CO2) gas which drives the beer to

the dispensing tap or faucet. Some beers, such as Guinness, may be served with a

nitrogen/carbon dioxide mixture, rather than standard carbon dioxide, in order to obtain what

many feel is a creamier mouthfeel. These beers may be served in two stages, with a pause to

allow settling.

In the 1980s Guinness introduced the beer widget, a nitrogen pressurised ball inside a can

which imitates the foamy head created by draught beer. Other breweries followed, using the

words "draft" and "draught" as marketing terms to describe such canned or bottled beers

containing a beer widget.

28 | P a g e
Cask ales

Cask ales are unfiltered and unpasteurised. When the landlord feels the beer has settled, and

he is ready to serve it, he will knock a soft spile into a bunghole on the side of the cask. The

major difference in appearance between a keg and a cask is the bunghole. A keg does not

have a bunghole on the side.

The soft spile in the bunghole allows gas to vent off. This can be seen by the bubbles

foaming around the spile. The landlord will periodically check the bubbles by wiping the

spile clean and then watching to see how fast the bubbles reform. There still has to be

some life in the beer otherwise it will taste flat, but too much life and the beer will taste

hard or fizzy. When the beer is judged to be ready, the landlord will replace the soft spile

with a hard one (which doesnt allow air in or gas out) and let the beer settle for 24 hours.

He will also knock a tap into the end of the cask. This might simply be a tap if the cask is

stored behind the bar. The beer will then be served simply under gravity pressure: turn on

the tap, and the beer comes out. But if the cask is in the cellar, the beer needs to travel via

tubes, or beer lines, up to the bar area using a beer engine

Bottle conditioned beers

Bottle conditioned beers are unfiltered and unpasteurised. It is usually recommended that

the beer is poured slowly, leaving any yeast sediment at the bottom of the bottle. However,

some drinkers prefer to pour in the yeast, and this practise is customary with wheat beers.

Typically when serving a hefeweizen 90% of the contents is poured and the remainder

swirled to dissolve the sediment before pouring it into the glass.

29 | P a g e
 Beer culture

Beer in a social context

Beer is considered to be a social lubricant in many societies. Various social traditions and

activities are associated with beer drinking, such as playing cards, darts or other games;

or visiting a series of different pubs in one evening. Consumption in isolation and excess

may be associated with people "drowning their sorrows," while drinking in excess in

company may be associated with binge drinking.

Beer around the world

Beer is consumed in countries all over the world. There are breweries in Middle Eastern

countries such as Iraq and Syria as well as African countries and remote countries such as

Mongolia.

Pouring

The pouring process has an influence on a beer's presentation. The rate of flow from the tap

or other serving vessel, tilt of the glass, and position of the pour (in the center or down the

side) into the glass all influence the end result, such as the size and longevity of the head,

lacing (the pattern left by the head as it moves down the glass as the beer is drunk), and

turbulence of the beer and its release of carbonation. Heavily carbonated beers such as

German pilsners or weissbiers may need settling time before serving, however many

Weissbiers are served with the addition of the remaining yeast at the bottom of the bottle to

add both flavor and color.

30 | P a g e
A recent advertising campaign states that "it takes 119.6 seconds to pour the perfect pint" of

Guinness. While this method of slow pouring is done in Ireland

and the UK, some American bars seem to ignore the customers requisite for a 'slow pour'.

Rating beer

Rating beer is a recent craze that combines the enjoyment of beer drinking with the hobby of

collecting. People drink beer and then record their scores and comments on various internet

websites. This is a worldwide activity and people in the USA will swap bottles of beer with

people living in New Zealand and Russia. People's scores may be tallied together to create

lists of the most popular beers in each country as well as the most highly rated beers in the

world.

Health effects

Beer contains alcohol which has a number of health risks and benefits. However, beer

includes a wide variety of other agents that are currently undergoing scientific evaluation.

Nutritionally, beer can contain significant amounts of magnesium, selenium, potassium,

phosphorus, biotin, and B vitamins. Typically, the darker the brew, the more nutrient dense.

A 2005 Japanese study found that non-alcoholic beer may possess strong anti-cancer

properties. [1]. Another study found non-alcoholic beer to mirror the cardiovascular benefits

associated with moderate consumption of alcoholic beverages. [2]

31 | P a g e
It is considered that over-eating and lack of muscle tone is the main cause of a beer belly,

rather than beer consumption

Glassware

An appropriate glass is considered desirable by some beer drinkers. Some drinkers of beer

may sometimes drink straight from the bottle or can, while others may pour their beer into a

vessel before imbibing. Drinking out of a bottle inhibits aromas picked up by the nose, so if a

drinker wishes to appreciate a beer's aroma, the beer is first poured into a glass, mug, tankard,

or stein. As with wine, there are specialized styles of glassware for some styles of beer, and

some breweries even produce glassware intended for their own beers. Some aficionados

claim that the shape and material of the vessel influences the perception of the aroma and the

way in which the beer settles, similar to claims by drinkers of brandy or cognac. Some

drinkers in Britain prefer their ale to be served in pewter tankards, while in Europe it is

common for glasses to be rinsed just before beer is poured into them. While glass is

completely non-porous, its surface can retain oil from the skin, aerosolized oil from nearby

cooking, and traces of fat from food. When these oils come in contact with beer there is a

significant reduction in the amount of head (foam) that is found on the beer, and the bubbles

will tend to stick to the side of the glass rather than rising to the surface as normal.

32 | P a g e
THE LIQUOR INDUSTRY IN INDIA

Despite step-motherly treatment from the government by way of exorbitant taxes and

negative policy decisions, the liquor market has manage to stay afloat and is on verge of

tremendous growth.

The Indian beer industry has been on a roll for the past many years. Despite bans by some

state governments and an unfavorable environment. Despite declining trends worldwide, the

Rs.5000 Crore Indian liquor has been growing rapidly and multinational national with

unremitting regularity inundate the Indian market with new brands.

This trend has been fostered to a great extent by the removal of quantitative restrictions. The

overall growth of the liquor industry has been reflected by the findings of international Wine

and Spirit records(IWSR),an UK-based research organization, which states that INDIA took

over US as the largest whisky consumer 3 yrs. Ago and the consumption is growing at 25%

per annum.

IWSR also places INDIA in third position worldwide in the spirits segment.

Beer consumption in the Nasik is selected to treble in the next 10 yrs. With the segment for

strong beer segment registering high growth.

Besides these traditionally strong segments example Beer, Whisky and other Spirits INDIA

has a potentially huge market for wine and pre-mixed drinks or ready to drink(RTDs).

33 | P a g e
 THREE CHEERS FOR BEER

Despite being placed 39th in the world rankings the Beer market in INDIA with 5.6 millions

bottles is the most emerging market and a set for rapid growth in the coming decades with

232, CHINA with 219 and GERMANY with 107 million bottles is placed first, second and

third respectively. With 85 million potential beer drinkers set to be added in the next 10 yrs.

The market will see penetration levels increases from 11-20%.

According to the survey factors like rising incomes, changing lifestyles and removal of

market distortions will fuel the growth of the Beer market. Survey inform that the strong

Beer is currently the largest and fastest growing segment currently enjoying 61% share while

the mild beer segment has 39% share. While the mild segment has witnessed a fall from 66%

in 2004-05.The strong beer segment has seen a growth from 34%in 2004-05.

The three main reasons for the rise in strong beer segment, according to the survey is that it

gives greater intoxication, more value for money and in summer consumers prefer to drink

chilled strong beer instead of hard liquor.

Consumption of strong beer is pegged at 75% in smaller towns and cities compared to 65%

in metros and bigger cities.

Studies according to the survey the mild segment will be placed at 21% and the strong beer

segment at 79% of the total beer market in INDIA by year 2011-12.

34 | P a g e
A host of international beer brands have entered in the Nasik market over the past few years

in the mild beer segment like Becks, Fosters, Corona, SanMiguel, Cobra, Castle Lager.

Among these fosters has made the biggest impact among the INDIAN brands in the mild

segment Kingfisher of United Breweries, Royal Challenges from Shaw and Wallace are

amongst the most popular brands. Kingfisher has also made its impact abroad.

Smith felt that Indian strong beers were really good and comparable with the international

brands. There has a great potential in marketing Indian strong beers, especially in FRANCE

and UK.

The FRENCH are interested in stocking novel beers and Indian strong beers could find

place in restaurants in PARIS and LONDON with JAPANESE,CHINESE and KENYAN

beer.

The marketing trick to sell Indian beer abroad is to very definite Indian identity as consumers

should identify the product with India.

35 | P a g e
 DIFFERENT DUTIES ON LIQUOR

1. Excise Duty

2. Export Pass Fee

3. Vend Fee

4. Sale Tax/Surcharge

5. License Fee

6. Toll Tax

7. Brand and Label Fee

8. Permit Fee

9. Transportation Fee

10. Import Pass Fee

11. Additonal Duty

12. Distellery/Brewery License Fee

13. Bottling Fee

14. Litterage Fee

15. Assessment Fee

16. Franchise Fee.

36 | P a g e
 SWOT ANALYSIS

Beer industry performs SWOT (strength,weakness,opportunity,threats) analysis to identify

and evaluate and their competitive position.

STRENGTHS:

The industry should have excellent distribution system.

The company have to build strong image among the customer.

The industry experiences excellent brand loyalty for its products from the customers.

WEAKNESS:

May be some brands have high prices as compared to other brands.

The industries pays less attention towards advertisement.

The bravery of the industry is old and not upto expectation to modern times.

OPPORTUNITIES:

India has a vast potential market,which the industry can get hold up.

37 | P a g e
 The industry can prove major threats for its competitors brands if it increases its

marketing efforts.

Industry should be concentrate on the premium segment market.

THREATS:

The major threat that an industry faces is from its competitors who arte introducing

products with more features at lower cost backed by aggressive promotional schemes

to attract buyer.

The new packaging style introduced by competitor for his brand.

The arrival of MNC is a major serious threat for local industry.

38 | P a g e
 RESEARCH METHODOLOGY:

This research was conducted to find out the Consumer Behavior of the customers towards the

different beer brands at Nasik.

Research refers to the systematic method consisting of enacting the problems, collecting the

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 course of action. This research is conclusive. In this study a decision is made to

select one course of action. The hypothesis which is already established in the market.

Statistical method, has been used by me to collect the data, the dated has been collected by

interviewing the best unit.

39 | P a g e
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

from primary source.

Research methods

The goal of the research process is to produce new knowledge, which takes three main forms

(although, as previously discussed, the boundaries between them may be fuzzy):

Exploratory research, which structures and identifies new problems

Constructive research, which develops solutions to a problem

Empirical research, which tests the feasibility of a solution

QUESTIONNAIRE APPROACH FOR SYSTEM EVALUATION

Questionnaire is probably the most common form of programme evaluation. Questionnaire

comes in all size, ranging from short reaction form to detailed follow dup instrument. They

can be used to obtain subjective information about participants feelings as wells as

documents measurable results for use in any analysis. Therefore questionnaire must be

designed in such a way that it satisfies the intended purpose. Design is a simple an logical

40 | P a g e
process. An improperly designed or words questionnaire is confusing, frustrating and

potentially embarrassing. The following steps will help to ensure that availed, reliable and

defective instruments are developed.

DETERMINE THE INFORMATION NEEDED

The first step of an instrument design is itemizing the subject, skill or abilities presented in

the programme. It is quite helpful to develop this information in outline form so that related

questionnaire can be grouped together.

SELECT THE TYPE OF QUESTIONS

41 | P a g e
After first step is done we should determine whether open ended questions, multiple-choice

questions or a ranking scale is most appropriate for the intended purpose or not. Then the

type of questions are selecting.

DEVELOP THE QUESTIONS

The next step is to develop the questions based on the various approach, the type of questions

planned and the information needed. While developing, the questions must be sampled &

straight forward enough to avoid confusion or leading the participants to a desired response.

Terms expressions, which are unfamiliar to the participants, must be avoided. Significant no.

of question must be given so that the participants does not get bore.

We are creating a new questionnaire for effective selection of mobile service provider

prevalent in the area under discussion, as proposed by institute. The given questionnaire

42 | P a g e
design is to asses the different factor motivating to customer to select the particular mobile

service provider.

The research methodology adopted for the proposed study will include the following.

Sampling:

The data was to be collected from the consumers . A questionnaire was prepared and

interviewing with consumers. On the basis of questionnaire conclusive research has been

done, which tell us the degree to which the product varies with users characteristics like age,

income, sex, etc. This research helps together facts.

Number of samples used in survey---------->200.

Sampling used to find unit of survey---------Non randam .

Sampling units for consumers--------->drinking beers.

Area of research study. ------------------.> Nasik

The study will be based on the primary and secondary data.

Review of literature internet and other papers relevant to the topic for obtaining

secondary data and for preparing theoretical parts.

Research will be based on sample survey method.

43 | P a g e
 To conduct a survey detailed questionnaire was designed.

The questionnaire was piloted on a randomly selected sample of 200 respondents of

Nasik District.

The collected information has been arranged tabulated and analyzed to draw

results/conclusions.

The univariate data analysis techniques were used to analyze the collected data.

44 | P a g e
 DATA ANALYSIS AND INTERPRETATION

DEMOGARPHIC FEATURES OF REPONDENTS.

Sex ratio of the respondents.

Particulars No. of Respondents %age

Male 160 80%
Female 40 20%

45 | P a g e
INTERPRETATION:

The graphical representation of the table shows that out of 200 respondents 160 were male

and 40 were female.

Have you ever drink beer?

Particulars No. of Respondents %age

Yes 180 90%
No 20 10%

INTERPRETATION:

Out of 200 respondents 180 say that they had drunk bear while 20 were not having bear.

46 | P a g e
Drinking habit.

Particulars No. of Respondents %age

Occasionally 117 65%
Regularly 63 35%

INTERPRETATION

47 | P a g e
Out of 200 respondents most of the respondents had taken bear occasionally while only 63

were having regularly.

Preference towards liquor.

Particulars No. of Respondents %age

Whisky 45 25%
Rum 9 5%
Vodka 36 20%
Beer 72 40%
Other 18 10%

48 | P a g e
INTERPRETATION

Out of 200 respondents most of the respondents had taken bear and 45 respondents had taken

whisky & 54 respondents had taken vodka & other while only 9 had taken rum.

What type of beer mostly consumed by respondents?

Particulars No. of Respondents %age

Strong 135 75%
Miled 18 10%
Both 27 15%

INTERPRETATION

Out of 200 respondents most of the respondents had interested taken strong bear and only 18

respondents had taken miled beer & while 27 respondents had taken both.

49 | P a g e
Consumption at one time.

Particulars No. of Respondents %age

1bottle 84 46.67%
1-2 bottles 62 34.44%
More than 2 bottles 34 18.89%

INTERPRETATION

Out of 200 respondents most of the respondents had interested taken 1 bottle at one time and

62 respondents had taken 2 bottles & while 34 respondents had taken more than 2 bottles at

one time.

50 | P a g e
Place where people like to consume there time.

Particulars No. of Respondents %age

Home 08 4.44%
Bar/Pubs 96 53.33%
Restaurant 58 32.22%
Open space 18 10%

INTERPRETATION

Out of 200 respondents most of the respondents had interested to consume there time in bar

and 58 respondents liked to take beer at restaurant & while only 08 respondents had

interested to take beer in home.

Intention of consumption of beer.

51 | P a g e
Particulars No. of Respondents %age
In the party/ With friends 80 44.44%
In sad moment 15 8.33%
In happy 45 25%
No Reason 40 22%

INTERPRETATION

Out of 200 respondents most of the respondents had liked drunk beer with friends in the

party and 45 respondents drink beer for showing their happiness and only 15 respondents

affected by sadness while 40 respondents had taken beer without any reason.

People feeling after drink.

Particulars No. of Respondents %age

Relaxed 99 55%
Happy 36 20%
Tensed 27 15%

52 | P a g e
Angry 18 10%

INTERPRETATION

Out of 200 respondents most of the respondents felt relaxed after drink beer and 20%

respondents felt happy after drink beer while only 15% respondents affected by sadness and

they felt tensed after taken beer.

Factor which affect while people consuming beer.

Particulars No. of Respondents %age

Taste 125 69.44%
Brand Name 35 19.44%
Other 20 11.11%

53 | P a g e
INTERPRETATION

Taste factor mostly affected respondents while they purchase beer and only 35 respondents

Out of 200 respondents purchase branded beer while 20 respondents make purchase due to

availability of product and other.

Beer brands preferred by respondents.

Particulars No. of Respondents %age

Hawards 5000 40 22.2244%
Kingfisher 45 25%
Meakins10000 20 11.11%
Golden eagle 15 8.33%
Royal Challenge 35 19.44%
Other 25 13.89%

54 | P a g e
INTERPRETATION

Kingfisher and Hawards 5000 were More popular brand among the people of Nasik district

and Royal challenge was also preferred by people of Nasik district while 20 respondents out

of 200 respondents liked Meakins 10000 and only 15 respondents wanted to consume Golden

Eagle and 25 respondents preferred any other brand like Foster, Cobra, Black Night,

Zingaro, Thunder volt, Lion beer e.t.c..

Liking to drink even the favorite brand is not available there.

Particulars
Yes
No

55 | P a g e
INTERPRETATION

The graphical representation of the table shows that 95% respondents were liking to drink

even the favorite brand was not available while only 05% respondents had drunk their brand.

Brand loyalty towards particular brand.

Particulars No. of Respondents %age

By from other place 30 16.67%
Buy any other brand 145 80.559%
Dont drink 5 2.78%

56 | P a g e
INTERPRETATION

The graphical representation of the above tables shows that the people of Nasik district was

not brand loyal because our table shows that 80% respondents were liking to purchase any

other brand if their particular brand was not available in retailer while only 20% respondents

were searching their brand another place or unavailability of their brand they didnt drink .

57 | P a g e
Source of information about different brand of liquor.

Particulars No. of Respondents %age

Magazine 25 13.89%
Television 10 5.56%
Hordings 30 16.67%
News paper 23 12.77%
Word of mouth 92 51.11%

INTERPRETATION

The graphical representation of the above tables shows that the people of Nasik district was

collected their most information regarding liquor from their friends and other people because

word of mouth one of advertisement media was more popular while print media was less

affected for collected information of liquor while 16.67% respondent know about brand of

liquor from hoardings.

58 | P a g e
 LIMITATIONS

In spite of making all my effort to make the dissertation a perfect one there are certain

limitations in the study, which are felt while writing the report.

As the study is an exploratory one designed to find new hypotheses, readers are not

suggested to conclude the result. The study suffers from the basic limitations of the

possibilities of difference between what is recorded and what is true.

In addition, some limitation regarding of the study are mentioned:

59 | P a g e
 The sample size is very less and therefore the test that could be done on large

population cannot be done

There was lack of time and financial recourses prevented the investigator from

carrying out an in depth study

There is some respondents bias which cannot be removed.

The findings of the survey are based on the subject opinion of the respondent and

there is no way of assessing the truth of the statement.

RESEARCH FINDINGS

The beer market is witnessing flurry of launches from the MNCs by having their

collaborations done with the Indian partners. These collaborations done by in two ways either

shares of profit or technical partnership. Even scotch, the attempt now is stable all price ends.

Industries are launching scotch brands at premium regular and economy ends.

60 | P a g e
The Indian made foreign liquor (IMFL) and scotch segments is packed at 79.5 millions cases

in India with 2.5 millions in premium and above, 7 millions cases in prestige and above,31

millions cases in regular and 39 million cases cheap and medium categories.

At present the domestic beer 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 3yrs.ago.according to the IWSR study.

The domestic whisky growth is concentrated in India with the other big market JAPAN

registering.

FUTURE PROPECTS:

As far as the industry players are concerned they are very optimistic about their future. The

reason are very evident, a growing middle class with increasing purchasing power, hanging

lifestyles, 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 and white drinks.

61 | P a g e
In beer market the future is seem of strong beer. The three main reasons for the rise in strong

beer segments:

It gives greater intoxication (Helps one get a kick)

More value for money (high kick for lower price)

In summers consumers prefer to drink chilled strong beer instead of hard liquor.

Consumptions of strong beer is pegged at 75% in smaller towns and cities compared to 65%

in metros and bigger cities according to survey the mild segment will be placed at 21% and

the strong beer segment at 79% 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 alcoholic products.

Thus it can be say that the future of this market is 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 high level of taxation vary from state to state certain states have even

enforced a policy of prohibition. The import liquor is also subject to a high import duty(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 as nearly 84 millions cases and is growing at 8% per

annum .Consumption is largely skewed towards whisky which accounts for over 60% of the

62 | P a g e
market. Brandies account for 21%, Rum for 14% and Whites for 5%.Besides there is a large

unorganized sector in 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 IMFL market growing at 8-10% per annum

currently, the country accounts for nearly 6% of the worlds spirit consumption.

The liquor industry is characterized by intense competition among the major the domestic

companies Shaw Wallace, McDowells, Mohan Meakins, Jagatjit Industries and RKL. This

would further intensify competition especially in the premium segment.

CONCLUSION

The study which has to be taken conclude that the product Beer. Is the satisfactory product

for consumers.

63 | P a g e
At present the domestic beer 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. The beer market is witnessing flurry of launches from the MNCs by having their

collaborations done with the Indian partners. These collaborations done by in two ways either

shares of profit or technical partnership. Even scotch, the attempt now is stable all price ends.

Industries are launching scotch brands at premium regular and economy ends.

The following are the conclusion:-

1) Strong beer is much consume rather than Mild beer.

2) Taste of Beer attracts the most consumer while taking the beer

3) Consumers preferred bottled beer.

4) Consumers are not Brand loyal; they change their loyalty according to availability.

5) Most of the consumer gets information about liquor through word of mouth.

BLIOGRAPHY

Marketing management (By: Philip Kotler)

Marketing Research (By: G.C.Brei)

64 | P a g e
 Annual Reports of Different liquor industries.

India Today and Business Today

www .goolge.com

www.businessindia .com

65 | P a g e
 Annexure_I

CONSUMER BEHAVIOUR TOWARDS CONSUMPTION OF BEER BRANDS AT

NASIK DISTRICT OF MAHARASTRA STATE

Questionnaire

Personal Information.

(a) Name:

(b) Address:

(c) Sex:

(d) Age:

(e) Occupation:

1) Do you drink beer?

Yes No

2) How often do you drink beer?

Occasionally Regularly

3) Among the liquors what Kind you prefer?

Whisky Rum Vodka Beer Other

4) What type of beer is consumed by you?

Strong Mild Both

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5) (A)Which Brand is prefer by you in strong.?

(B) which brand is prefer by you in Mild?

6) How much Beer is consumed by you within one time?

1 bottle 1-2 bottles >2 bottles

7) You drink Beer usually when you are:

In the party/With friends In sad moment In happy No

reason

8) You like to consume the beer at

Home Bar/Pubs Restaurant Open Space

9) What do you feel after drink beer?

Relaxed Happy Tensed Angry

10) You want to give any suggestion for any beer brand:

11) What are most determinates factor affect you while purchasing liquor?

Taste Brand Name Other

12) How do you know about different brand of liquor ?

Magazine Television Hoardings Newspaper Word of

mouth

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13) Do you go for Branded liquors?

Yes No

14) What is your favorite brand please mention it?

15) Do you like to drink even the favorite Brand is not available there?

Yes No

16) If the favorite brand is not available in a shop or bar, what you do?

By from other place Buy any other Brand

Dont Drink

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