Group Field Project Consumer Behaviour (Group 2)

Group Members Vishal Garga 15P239

Pankaj Kaushal 15P217
Ravi Ranjan Pandey 15P222

A study of the consumer buying behaviour of

alcoholic beverages (Category Beer)
Respected Mam,
As a part of our course Consumer Behaviour in Term 4, we propose to
conduct a study on the consumer buying behaviour and the pre and post
purchase response of consumers in the alcoholic beverages market,
specially focussing on the category of beer1 (freshly brewed and
packaged). The project will include understanding the key influencers in
the purchase decision of consumers, and try to derive insights by
understating the purchase cycle under different circumstances and
locations (retail store, breweries, restaurants etc.).
Additionally, the study also aims to identify segment specific consumer
insights, by breaking down the target group into various sub-groups on
the basis of key parameters2 such as frequency of buying, ticket size,
group purchase vs individual drinkers etc.
The study will also explore insights related to different categories of the
product offered and understand the difference in purchase cycle and
loyalty. This is important since brand portfolio management in a
challenging and growing market such as India is important for the
companys operating in this industry. As part of the initial plan, the
geographic scope of the study will be limited to Delhi NCR.
Rationale behind the study
The key points considered while deciding the topic of the study were
1. From a customers point of view, what are they key influencers while
going for the purchase of an alcoholic beverage?
2. From a companys point of view, what are the ways to promote
brand loyalty amongst consumers, and ensure repeat purchase?
This is particularly of prime importance since the legal scenario in
the country prohibits direct advertisement and communication, and
the industry relies on surrogate advertisement
3. In the absence of a direct communication channel, what can be the
opportunity areas for a player to tap in new customers, and how?

1.
2.

Note

The category can be narrowed down to a brand after discussion with the faculty
The parameters defined here are on the basis of initial research and are subject to change in lieu of
discussion with the faculty

4. What are the factors (social, aspirational, taste preference etc.)

which influence a customer to switch within categories or within
brands?
5. Understanding whether the alcoholic beverage buying decision is
pre-planned or an impulsive buying decision? Is this behaviour
uniform across the category or does it vary from consumer to
consumer and category to category?
Literature Review
Exploring the alcoholic beverage consumers mindset Nielsen
The study was aimed at discovering insights for purchase decision and
consumer behaviour. The geographic scope was the US, hence this study
was used to lay a foundation for the parameters that can be considered,
but a direct parallel with the Indian market was not drawn.
Key Insights
1. Males purchase more alcoholic beverages than females
2. Consumers are more impulsive with pre-mixed cocktails and maltbased beverages purchases
3. Traditional beer drinkers are planners
4. Craft beer consumers are impulsive

Tried and true or adventurous: do consumers stick to their

favorite alcohol brands? Nielsen
The study was limited to the US, and tried to identify the brand loyalty of
customers across categories within the alcoholic beverages offerings.
Key Insights
1. Younger beer drinkers are more apt to purchase a broader set of

brands

2. Almost one-third (32%) of all craft beer drinkers who buy at least several
times a year have bought seven or more brands in the past year. But
younger, frequent craft beer drinkers are even more brand promiscuous,
as 37% have purchased seven or more beer brands in the past year.

Consumer buying behaviour towards beer brands

The study tried to cover various factors that affect the consumer and the
preference of the target audience with the different beer brands available,
Indian as well as Global. It tried understanding the changing pattern of
consumption level as well as the reasons for the shift in brand loyalty. The
primary reason to conduct this survey was to find out consumers
1.
2.

Note

The category can be narrowed down to a brand after discussion with the faculty
The parameters defined here are on the basis of initial research and are subject to change in lieu of
discussion with the faculty

awareness & behavior towards global beer brands in India. The factors
affecting buying behavior of beer.

1.
2.

Note

The category can be narrowed down to a brand after discussion with the faculty
The parameters defined here are on the basis of initial research and are subject to change in lieu of
discussion with the faculty