Consumer Behaviour and Brand Management

Product: AlcoholAstha Laghate

383Mayank Garg

466Sandeepan Sinha

231

Objectives of the Study

● To identify the most commonly preferred category alcohol

● To identify the most commonly preferred source of purchase

● To identify the frequency of purchase of the selected brand of alcohol

● To study factors affecting the buying behaviour of consumers

● To study consumption pattern of alcohol with special reference to New Delhi.

Graphs showing Ration of Consumption of Alcohol W.r.t. Gender

Graphs showing Age Group

Background of consumer

How often people drink?

Where people prefer to drink?

Most Prefered Product

Most Consumed Brand in Whiskey

Reason for choosing Jack Daniel

Limitation of Study

● Sample size of the survey is 60 questionnaires

● Survey is limited to the people of New Delhi only

● A very limited survey would be done as time is very confined

● Every individual does not answer to the survey questionnaire sincerely

● Based on the limited survey done by the team the statistics would be made

● Consumer preference on a particular brand is a very vast area of study cannot be depicted in confined manner

Conclusion Whiskey: most preferred product

Jack Daniel: most preferred whiskey

Quality, Taste and Availability: parameter of selection

Jack Daniels is the brand of Whiskey which has gained popularity among all the age groups belonging to different professional background and have shown brand loyalty towards it.

Thank You