Consumption pattern & attitude of beer consumers

USAGE AND ATTITUDE OF BEER CONSUMERS

PROJECT REPORT

SUBMITTED IN PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT –Y-I

COURSE CODE: MyC108

to

the Academic Office

On

27th MAR -2017

By

AJAY PRATHAP CHOPPARA

MYDM-2018-05

MYRA SCHOOL OF BUSINESS

Mysore,

Karnataka 571130.

March 2017

i

TABLE OF CONTENTS

Chapter

No.

Title Page Number

Roman

Numbering

for this

section

Declaration by the student ii

Certificate from Guide iii

Acknowledgements iv

Chapter Index v

List of graphs vi

Executive Summary vi

1. Introduction 1

1.1 Background of the study 2

1.2 Conceptual framework 6

1.3 Company / Organizational profile 6

2. Research Methodology 7

2.1 Need for the study 8

2.2 Scope of the study 8

2.3 Objectives of the study 8

2.4 Data Collection: Primary / Secondary Data as

applicable

9

2.5 Sample size and Sampling technique used for data

collection

9

2.6 Tools used for the analysis 9

2.7 Limitations of the study 9

3. Data Analysis and Interpretation 10

3.1 Findings, Conclusions and Recommendations 11

3.2 Bibliography 22

3.3 Appendices 22

ii

DECLARATION BY THE STUDENT

I Ajay Prathap Choppara, student of PGDM year 1, hereby solemnly declare that this project

report is the output of research work carried out by me during the period of two months through

Krishna Jambur towards the partial fulfillment of Post Graduate Diploma in Management–Year I

I declare that this project has not been submitted to any other academic institution for any award

of degree or diploma.

Signature of the student

Name: Ajay Prathap Choppara

ID Number: MYDM-2018-05

Date: 27th March 2017

iii

CERTIFICATE

I certify that, Project entitled USAGE AND ATTITUDE OF BEER CONSUMERS was carried

out by Ajay Prathap Choppara of PGDM year 1 student with an ID number MYDM-2018-05

under my guidance between January to March 2017, in partial fulfillment of post graduate

diploma in management year 1.

Signature of the advisor

Date:

Signature of the Mentor

Date:

iv

ACKNOWLDGEMENT

I take this opportunity to express my profound gratitude and deep regards to Krishna Jambur for

his exemplary guidance, monitoring and constant encouragement throughout the course of

independent study. The guidance and knowledge given by him, time to time, helped me to think

independently and gain better insights about Market Research

I also take this opportunity to express a deep sense of gratitude to the academic office, for

guiding me through the whole process.

v

CHAPTER INDEX

Chapter No Title Page Number

1 Introduction 1

2 Research Methodology 7

3 Data Analysis and Interpretation 10

vi

LIST OF GRAPHS

Graph No Title Page Number

1.1.1 Indian Alcohol Industry Segmentation by Value

3

1.1.2 Indian Alcohol Industry Segmentation by Volume 3

1.1.3 Beer Industry Segmentation by Alcohol Concentration 5

1.1.4 Market Share of Different Beer Brands 5

3.1.1 How often consumers drink beer 11

3.1.2 why consumers drink beer 12

3.1.3 Beer consumption pattern by age group 12

3.1.4 Beer consumption pattern by Occupation 13

3.1.5 Consumer choice of beer 14

3.1.6 Choice of beer based on the age group 14

3.1.7 Choice of beer based on the occupation 15

3.1.8 Where people prefer to drink beer 16

3.1.9 Consumers preference based on beer packaging 17

3.1.10 Packaging preference based on age group 17

3.1.11 Beer attributes and their importance to consumers 18

3.1.12 Brand Usage 19

3.1.13 Perceptual Map1 20

3.1.14 Perceptual Map2 21

vii

EXECUTIVE SUMMARY

Indian beer industry is growing rapidly. The large chunk of the demand driven by young

generation of India. At this point of time knowing about the Usage pattern and Attitude of beer

consumers is very important to be successful for a company.

In India beer has become a social drink. Indians consume alcohol to get kick/high this is the main

reason behind the huge demand for strong beer in India. Beer is the high involvement product,

where people observe difference between the brands. People try different brands before they

stick to one brands. When it comes to beer consumption there is a clear difference between

preferences of younger generation and other age groups. So beer companies should develop

different products for different age group people. Off premise beer consumption is very

dominating in India compared to on premise consumption, beer companies should concentrate

more on retail sales. However with changing life styles and pub culture, on premise sales going

to increase in future. Taste is the most important beer attribute for the consumers while buying a

beer.

Kingfisher has nearly 50% of the market share followed by SABMiller with nearly 25% market

share. Carlsberg and Budweiser are the fast growing brands in India.

1

CHAPTER-1

INTRODUCTION

2

1.1 BACKGROUNG OF THE STUDY

ECONOMIC SCENARIO

Global Economy: Despite tangible signs of recovery in 2014, the global economy remained on a

subdued growth path, growing 3.1% in 2015 against 3.4% in 2014. With a 6.8% growth (against

6.6% in the previous year), the emerging and developing Asian countries were the key

contributors of the global growth, led by India and China.

Indian Economy: Buoyed by positive policy initiatives, India has evolved as one of the fastest

growing emerging market economies in the world. Increased private consumption, led by rising

incomes and declining oil prices, steered the Indian economic growth story during 2015-16 to

7.6% real GDP growth from 7.2% in 2014-15.

INDUSTRY OVERVIEW

India has a young population, with a median age of 25 years 50% of the 1.2 billion population

are under 25 years of age. 65% are below the age of 35. A favorable demographic divide with

around 270 million in the working age population by 2030 augurs well for the industry. With the

increase in affluence we can see improvement in lifestyles and increasing aspirations leading to

upgrade to higher brands by the customers. As per the data published by the Finance

Commission the annual tax revenues of the State Governments are about 303 lakh crores. Of this

Alcohol beverages industry’s share is close to 106 lakh crores which is more than a third of such

tax revenues of the State Governments.

SEGMENT-WISE AND PRODUCT-WISE PERFORMANCE

Global: The global spirits market comprises vodka, gin, tequila, rum, whisky, brandy, cane,

natural spirits and flavored spirits. While Asia-Pacific is the largest market for alcoholic

products, followed by North America and Europe, the BRIC (Brazil, Russia, India and China)

nations are driving growth in the spirits market. Whisky and tequila are expected to be the fastest

growing spirits category with a compounded growth of 3.8% and 2.9% during the period.

Whisky is expected to overtake vodka to be the second largest spirits category with a total

consumption of 467.4 million cases. Asia (especially China and India) will account for majority

of this growth; North America, Africa, Middle East and other duty free markets are also expected

to drive growth.

3

India: Indian Alcohol industry is basically comprised of IMFL (Indian made foreign liquor),

beer and country liquor. The chart below demonstrates the volume as well as value wise share of

various segments in the alcohol industry.

Figure 1.1.1. Indian Alcohol Industry Segmentation by Value

Figure 1.1.2. Indian Alcohol Industry Segmentation by Volume

Spirits, led by whisky, is the most popular alcohol, consumed by nearly 88% of alcohol

consumers in India, with beer and wine contributing to the remaining 12% consumption. The

Indian spirits industry is one of the most regulated, with prohibition in force in a few states, sales

being limited in certain states to government approved stores, and drinking prohibited in public

70%

11%

19%

IMFL Beer Country Liquor

36%

33%

31%

IMFL Beer Country Liquor

4

places. Current available data estimates the Indian TBA market at circa ` 40k Crore, with spirits

accounting for approximately 70% market share, beer circa 26%, and ready to drink, wine and

others circa 4%.

In recent years, the industry has witnessed realignment in terms of consolidation and margin

pressure due to rising costs, thereby leading to tapered growth. Despite the slowdown, the

country’s alcohol industry will still be the world’s second fastest growing industry.

INDIAN BEER MARKET:

Though the alcohol industry in India has been dominated by Spirits (IMFL and country liquor)

and Beer comprises about 11% of the total alcohol consumed in India, recent surveys show that

beer is the preferred alcoholic beverage for young Indians and has a bright future. It has

registered robust growth in the last 10 years. From a total industry consumption of about 100

million cases in 2005, the consumption has nearly tripled to 294 million cases in 2016. Two

leading players contribute over 70% of the total industry sales, with kingfisher being the market

leader with a market share of about 50% and sales of 151.5 million cases in FY16.

Beer can be classified on the basis of two points- fermentation process and alcohol content. On

the basis of fermentation process, beer in India can be categorized in to Ale and Lager. Ale:

When the beer is fermented using top-fermenting yeasts. It is called ale. Ales have a slightly

sweet or fruity taste as compared with lager. Lager: When the beer is fermented using bottom

fermenting yeasts for relatively longer duration and at a lower temperature.

On the basis of alcohol content, beer in India can be categorized into Strong and Mild Beers.

Strong beer which has an alcohol content between 6% and 8% dominates the beer market

accounting for over 85% of the total beer consumed in India. The industry has changed to 20%

lager (5% abv) to 80% strong lager (8% abv). The lager sells in on- Premises of Clubs & bars

and Strong sells through off premises mainly and in rustic Bars & Restaurants. The reason for

preference of strong beer is the cost benefit of Intoxication. The Super Premium beer segment

within both the Strong and Mild beer categories has been growing faster than the overall beer

industry and has grown at a Compounded Annual Growth Rate (CAGR) of almost 30 per cent

over the last three years. The Indian beer market continues to grow in line with expectations.

Industry volumes grew at a Compounded Annual Growth Rate (CAGR) of 8% during the last

five years. During 2015-16, the Indian beer market grew 4%, to cross 294 million cases.

5

Figure 1.1.3. Beer Industry Segmentation by Alcohol Concentration

Compared to the global average per capita consumption of about 30 liters, the per capita

consumption in India is about 2 liters. However, the scope for growth in India continues to

remain positive given the climate, young demographics and increasing disposable income.

Kingfisher Strong continues to lead the Indian beer market with a market share of about 40% in

the Strong beer category. Kingfisher Premium continues to grow market share and is the first

choice of mild beer consumers across the country. Geographical wise south Indians consume

more beer than north Indians.

Figure 1.1.4. Market Share of Different Beer Brands

85%

15%

Strong Beer Mild Beer

51.1

25.6

7.6

3.1 2.1

0.2

10.3

United Breweries SABMiller Carlsberg Mohan Meakin

Anheuser Busch Molson Coors Others

6

1.2 CONCEPTUAL FRAME WORK:

My main object is to find out the consumption pattern of beer consumers, which can be used to

improve the marketing mix of a beer brand. I segment the sample based on age group &

occupation, to see the effect of these variables on beer consumers. Then I try to find out the

marketing insights from my findings. I will try to see how Carlsberg is performing in each

segment of beer market.

1.3 ABOUT CARLSBERG:

Carlsberg India is a subsidiary brand of Carlsberg Group which is founded in 1847 by J.C.

Jacobsen. It is a Denmark company. The company has two flagship brands known as Carlsberg

and Tuborg. Carlsberg India is number three player in the Indian beer market with 7% market

share.

7

CHAPTER 2

RESEARCH METHODOLOGY

8

2.1 NEED FOR THE STUDY

India is a dynamic market which has immense potential with a young, growing population,

increasing disposable incomes and changing social landscape. Indian beer market in growing

rapidly. By studying the consumption pattern and attitudes of consumer, players in the market

can leverage this knowledge to cater the highly changing demand of customer.

2.2 SCOPE OF THE STUDY

o Increase revenue – The importance of consumer buying behavior lies in the fact, that we

can improve our sales figures when we study the customers. We can alter the way we sell

our products depending on the ways that customers buy them.

o Product portfolio – Continuous observation of consumer behavior can enable you in

finding gaps in your product portfolio, which can in turn help you launch new products to

the ultimate satisfaction of your customers. Samsung is an excellent of a company which

keeps expanding its product portfolio.

o Market trends – As the market trend shifts, a consumer analysis will be the first

indicator of the same. The recent shift towards stronger beer is observed by the likes of

Kingfisher, Carlsberg.

o Segmentation and targeting – Your current customers are a clear indication of who

your future customers are going to be. If my current customers are 50% impulsive, then

the future customers too will be impulsive. Segmentation and targeting becomes easier

when you are observing consumer behavior.

Above are some of the reasons that studying consumer buying behavior is important for any

company. Not only does it contribute to profits, but we can be rest assured that a company which

is in touch with its customers, has a sustainable advantage on its side. Being in touch with

customers is an attitude which should be inculcated even when the company is a startup.

2.3 OBJECTIVES OF THE STUDY

To understand the buying behavior of consumers and their brand preferences.

o Consumption pattern of beer

o What is the most important factor for consumers while buying beer?

o Consumer Brand preference and perception towards different brands

http://www.marketing91.com/product-portfolio/

9

2.4 DATA COLLECTION

Primary sources: Primary data collection process carried out by asking the

targeted consumers to fill the survey, which had predefined structured

questionnaire.

Secondary sources: The collection of secondary data on liquor was a very

tedious. However, secondary data collected through following sources, Business

Magazines & News Papers, Research papers, etc.

For this project the data collection instrument is the survey method with the help of a structured

questionnaire. Price, Brand, Quality, Taste, Availability are some of the factors to form the

questionnaire. Beer consumption normally differ by the demographic profile of the consumer so

in the survey there will be questions on demographic profile.

2.5. SAMPLE:

Sample size is: 78

Target Group: People who consume beer and who are above 18 years old.

2.6. TOOLS USED FOR ANALYSIS

Microsoft Excel 2013 is the only tool I used to analyze the data

2.7 LIMITATIONS OF THE STUDY

o The respondents were not very comfortable while revealing their correct usage pattern,

because alcohol is still a Taboo thing in India

o Language Barrier

o Small Sample size

o Respondents were not serious about the survey, so there might be some bias.

10

CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

11

ABOUT DATA

FINDINGS

Graph 3.1.1 how often consumers drink beer

As per the above pie chart it is very clear that people drink beer occasionally. Indians normally

drink alcohol to get kick/high, because of this they tend to go for liquor products rather than

beer. This is the biggest reason for people to consume beer less often. However younger

generation (18-25) would like to drink beer over other alcohol products, these typically young

Total sample is 78.

There 34 members in the sample

who belong to 18-25 age group

and 42 members belong to the age

group of 26 and above.

Occupation wise there are 38

students and 38 members who are

employees.

12

and recently moneyed consumers are only now in a discovery phase, choosing brands and

products for future consumption.

Graph 3.1.2 why consumers drink beer

It is evident from the above pie chart that people drink beer to get socialized. Over the years beer

has become a social drink.

Graph 3.1.3 beer consumption pattern by age group

To getKick As a HabitTo

Socialize

To goalong with

Food

All of theabove

Other

Above 25 10 3 25 2 6 3

18-25 11 0 12 6 4 7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Per

cen

tage

of

sam

ple

Reasons to consume beer

13

From the above graph, it is evident that after socialization people drink beer to get kick. This is

the main reason behind the huge demand for strong beer in India.

Carlsberg: Carlsberg has two different products to serve to these age groups. First one,

Carlsberg is an all-malt beer, the first in the country, it targets customers at the high end of the

market – Businessmen, Senior Executives and other. The second is Tuborg which is an entry

point, easy drinking innovation with pull-off cap. It targets young adults and is about fun. On the

whole Carlsberg wants position itself as a premium beer brand.

Graph 3.1.4 beer consumption pattern by Occupation

There is no clear pattern between the two occupations we have here in the graph.

Marketing Insight: Because there is no heterogeneity between students and employees beer

companies don’t need to market their products in two different ways.

To getKick As a HabitTo

Socialize

To goalong with

Food

All of theabove

Other

Students 10 1 15 3 3 5

Employees 11 2 22 5 7 5

0%10%20%30%40%50%60%70%80%90%

100%

Per

cen

tage

of

peo

ple

Reasons to consume beer

Employees Students

14

Graph 3.1.5 Consumer choice of beer

Strong beer has the most demand from the customers followed by light beer.

Graph 3.1.6 Choice of beer based on the age group

Light Mild StrongExtra

strongAll of the

above

26 and above 13 10 4 1 7

18-25 7 7 11 7 3

0%10%20%30%40%50%60%70%80%90%

100%

Per

cen

tage

of

sam

ple

Types of beer

18-25 26 and above

15

Graph 3.1.7 Choice of beer based on the occupation

Based on age group, it is clearly evident that age groups 18-25 & 26-35 would like to consume

all kinds of beer, but Strong beer is chosen by more number of people. There are considerable

number of people from age group 26-35 who like to consume light beer. People from 36-45

would like to consume light to mild beer. Based on occupation, People who are employees tend

to go for light beer whereas students tend to go for Strong beer.

Marketing Insight: Beer companies should develop different kind of products for different age

group people, due to the reason different age people have different tastes.

Carlsberg: Indian beer consumers prefer an extra kick, that’s why they go for strong beer. To

cash in on the demand for strong beer Carlsberg launched Tuborg Strong which is big hit in the

market.

Light Mild StrongExtra

strongAll of the

above

26 and above 4 8 11 5 4

Employee 16 9 12 3 6

0%10%20%30%40%50%60%70%80%90%

100%

Per

cen

tage

of

sam

ple

Types of beer

Employee 26 and above

16

Graph 3.1.8 where people prefer to drink beer

It is clear that off premise beer consumption is more than on premise. Off premise includes, at

parties, at own places, on the go. People who spend more on discretionary purchases normally

prefer on premise than off premise, these are the people who consume beer mainly to get

socialized.

Marketing Insight: Place is about putting the right product, at the right price, at the right place,

at the right time. It’s critical then, to evaluate what the ideal locations are to convert potential

customers into consumers.

Carlsberg: Carlsberg concentrates on both segments, as they want to be seen as a premium beer

brand. To create a brand pull at retail liquor shops creating awareness should be the first step,

Carlsberg is very good at it. They use very aggressive surrogate advertising using Carlsberg club

glasses and Tuborg zero which is a non-alcoholic beverage. Then Carlsberg make the people to

try their beer by giving give them samples to taste. To improve on premise sales they do Tuborg

Fun Nights at night clubs, trendy bras and discos.

59%

41%Off premise

On premise

17

Graph 3.1.9.consumers preference based on beer packaging

Bottle and Mug are the most preferred ones for consumers to drink beer.

Marketing Insight: By this data companies can decide how to pack their products.

Carlsberg: Carlsberg has four variants in India, all of them are available in three variants 500 ml

can, 330 ml bottle, 500 ml bottle.

Graph 3.1.10. Packaging preference based on age group.

14%

31%

26%

20%

9%

Can

Bottle

Mug

All of the above

Any one of the above

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Can Bottle Mug

Per

cen

tage

of

Sam

ple

Age group

18-25 26-35

18

More no of people would like to drink beer in bottle. There are significant no of people who like

to drink beer in mug. Age group wise, younger generation would like to drink beer in mug,

whereas the other age groups prefer bottle.

Graph 3.1.11. Beer attributes and their importance to consumers

Taste is the most important attribute for consumers while buying beer, Brand name is the

second important attribute.

Marketing Insight: Beer is the high involvement product, consumers see difference between the

brands. They try different brands based on their taste they stick to one brand and it will be their

favorite brand, they become loyal customers to this brand.

0

1

2

3

4

5

6

7

8

9

Imp

ort

ance

of

bee

r at

trib

ute

s

Beer attributes

19

Graph 3.1.12. Brand Usage

The above graph shows the brand usage pattern of customers. Budweiser & Kingfisher are the

most loved brands. Carlsberg and Tuborg have very good brand presence.

20

Graph 3.1.13 Perceptual Map1

Perceptual maps measure the way products are positioned in the minds of consumers and show

these perception on a graph whose axes are forms by product attributes.

The above graph shows the perceptions of consumers for five popular beer brands. X-axis

represents Taste and Y-axis represents Alcohol concentration. The bubble size represents the

market size of the each brand.

From the above perceptual map we can see how different beer brands are positioned in the minds

of consumers. Haywards scores very less inters of taste whereas the Budweiser is at the top when

it comes to taste followed by Carlsberg. Haywards is the strongest beer according to the

customers whereas Carlsberg occupies last position for alcohol concentration

Po

or

Tas

te

Light Beer

Kingfisher

Budwiser

Carlsberg

Tuborg

Haywards

Strong Beer

Excellent Taste

21

Graph 3.1.14 Perceptual Map2

In the above graph X-axis remains same as above, whereas Y-axis represents price of the beer

Haywards is the cheapest beer from the given brands, whereas Carlsberg is the expensive beer

CONCLUSION:

o During the study it was found that people drink beer occasionally, most of them consume

beer to get socialized.

o It is clearly evident that people prefer stronger beer than lighter beer.

o Taste is the most important attribute of beer for consumers followed by Brand Name.

o People prefer beer in bottle followed by mug

o It was found that there is clear difference between the tastes of younger generation and

the other age groups.

o Budweiser is the most loved brand followed by kingfisher. Haywards is the least

preferred brand largely because of its poor taste.

Po

or

Tas

te

Cheap

Kingfisher

Budwiser

Carlsberg

Tuborg

Haywards

Expensive

Excellent Taste

22

3.2. BIBLIOGRAPHY:

o http://www.unitedspirits.in/Investor_Reports/424333556USL%20Annual%20Report%20

-%202016.pdf

o http://unitedbreweries.com/pdf/InvestorReport/UBL_Annual_Report_2015-16.pdf

o http://businessworld.in/article/Battle-Of-The-Brew/19-01-2016-90403/

o https://en.wikipedia.org/wiki/Beer_in_India

o http://www.carlsbergindia.com/company/MD_message/Pages/MD'sMessage.aspx

o http://www.purelybranded.com/insights/the-four-ps-of-marketing/

o UBL 2015-2016 annual report

o United Spirits 2015-2016 annual report

3.3. APPENDICES

Questionnaire

Good Morning/ Afternoon/ Evening, I am a student of MYRA School of Business. I am

conducting a survey amongst people in Mysore on Beer buying behavior. This survey is for

academic purpose. It will take 10 minutes of your time. I would like to assure you that all the

information given would be treated in confidence.

1. Do you or anyone in your family work for any of the following types of businesses or

not?

☐ Advertising agency

☐ Market research or Marketing firm

☐ Company representing /manufacturing /distributing alcohol products

☐ None of the above

2. Which beer do you like?

☐ Light

☐ Mild

☐ Strong

☐ Extra Strong

☐ All of the above

23

3. You like beer in

☐ Can

☐ Bottle

☐ Mug


☐ Any one of the above

☐ Others ………………………………………… (Specify)

4. You like beer when it is

☐ Chilled

☐ Normal


5. Why do you drink beer?

☐ To get kick

☐ As a habit

☐ To socialize

☐ To go along with food


☐ Others ………………………………………………. (Specify)

6. How often do you drink beer? (Only one option)

☐ Occasionally

☐ Once in 15 days

☐ Once in a week

☐ More than once in a week

☐ Numerous times in a week

7. Where do you prefer to drink?

☐ At parties

☐ At my own place (Home, flat, hostel, etc.)

☐ At bar

☐ At pubs

☐ On the go (Outside with friends)


☐ Others ………………………………………. (Specify)

24

8. If you would like to drink beer at you own place, then where do you prefer to buy beer?

☐ Supermarket

☐ Liquor shops


9. How would you rank following attributes on scale 1-10 while buying beer?

(Note: 1 being least important and 10 most important)

Taste ………………………

Price ……………………..

Aroma ……………………..

Alcohol Concentration ……………………..

Availability ………………………

Packaging ………………………

Brand Name ………………………

10. Which brand or brands are you aware of?

☐ Kingfisher ☐ Budweiser ☐ Carlsberg ☐ Haywards ☐ Tuborg ☐ Heineken

☐ Corona ☐ Bud Light ☐ Foster ☐ All of the above

11. Which brand or brands have you ever tried?



12. Which brand or brands you regularly drink?



13. What is your favorite brand? (Please choose only one option)


☐ Corona ☐ Bud Light ☐ Foster

25

14. If this brand is not available then your second choice in brand of beer? (Choose one

option)


☐ Corona ☐ Bud Light ☐ Foster

15. What do you like about your favorite brand? (Please choose only one option)

☐ Taste

☐ Price

☐ Aroma

☐ Packaging

☐ Alcohol Concentration

☐ Availability

16. How would you rank following attributes on a scale of 1-10 while buying beer with

respect to the given brands

Attributes BRAND

Kingfish

er

Budweiser Carlsbe

rg

Tuborg Haywar

d

Taste (1-Poor, 5-Moderate, 10-Excellent)

Price (1-Cheap, 5-Less Expensive, 10-

Expensive)

Alcohol Concentration (1-Light, 5-Mild, 10-

Strong)

Name …………………………… Gender ☐ Male ☐ Female

26

For statistical purposes, following information is required, so please do answer the

following questions.

17. Age group:

☐ 18-25

☐ 26-35

☐ 36-45

☐ 46-55

☐ 56 and above

18. Occupation:

☐ Business

☐ Job

☐ House-Wife

☐ Student

☐ Others

19. What is your income range?

☐ Below 10,000/- Month

☐ 10,001-20,000/- Month

☐ 20,001-40,000/- Month

☐ 40,001-60,000/- Month

☐ 60,001-80,000/- Month

☐ More than 80,001/- Month

20. On an average how much do you spend on Entertainment & Restaurants?

☐ Below 5,000/- Month

☐ 5,001-10,000/- Month

☐ 10,001-15,000/- Month

☐ 15,001-20,000/- Month

☐ 20,001-25,000/- Month

☐ More than 25,000/- Month

21. For a month how much you would like to spend on beer?

☐ Less than 200

☐ 201 – 400

☐ 401 – 600

☐ 601 – 800

☐ 801 – 1000

☐ More than 1000

27