STUDY OF ON PREMISE TRADE AND CONSUMER BEHAVIOUR WITH FOCUS ON FUEL VODKA
ROLL NO. - 100
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
Completion of project and writing of the report is a satisfying and the pleasant part of the opportunity for those who contributed towards it. While doing my project I was guided in a way that not only showed me the right direction but also made me grow more rational in my thinking and approach. Those who helped me in this endeavor are none other than our esteemed teachers. I feel indebted to them. I take this opportunity to thank my Industrial Guide Mr.Kartik Mohindra for his invaluable support and guidance, without which the completion of this project would have been impossible. It was under his supervision and mentorship that I was able to come out with the project report which was an enriching and knowledgeable experience. I would also like to extend my special thanks to my faculty guide Prof. A.K.Biswas who helped me in every step of the project. I also thank the customers to whom I surveyed for lending their valuable time and support.
TABLE OF CONTENTS
OBJECTIVES OF THE STUDY8
FINDINGS FROM THE STUDY OF ON PREMISE TRADE10
Availability of vodka in Gurgoan10
Price per peg12
Rating of outlets (A, B, C)14
Average sales per month of vodka14
Promotional activities done in South Delhi and Gurgoan16
Conclusion from the study of on premise trade17
FINDINGS FROM THE STUDY OF CONSUMER BEHAVIOR18
Study of consumer behavior18
Consumption of various drinks19
Brands that are tried by the consumers21
Vodka brands that are most often consumed22
Reason of consumption of vodka24
Time period of the consumption of vodka25
Consumption pattern of vodka26
Flavored vodka vs. white vodka28
Bars vs Retail outlets29
Supplements with vodka30
Price of the vodka34
Factors which the consumers like about their most often consumed brand34 CONCLUSIONS36
In 1857, a distillery was founded in Waterloo, Ontario. Joseph E. Seagram became a partner in 1869 and sole owner in 1883, and the company became known as Joseph E. Seagram & Sons. Many decades later, Samuel Bronfman founded Distillers Corporation Limited, in Montreal, which enjoyed substantial growth in the 1920s, in part due to Prohibition in the United States.
In the year 2001, group Pernod Ricard acquired a significant part of Seagram world. The acquisition also brought Seagram’s India into its fold making GROUPE PERNOD RICARD, headquartered in Paris, the biggest MNC in the spirits business in India. The group has a strong widely and diversified range in terms of products and markets. Some of the brands that are available are Chivas Regal, 100 pipers, Royal Stag, 9 Hills, Fling, Fuel vodka, Jacobs Creek, Oaken Glow, Imperial Blue, Blenders Pride, Seagram’s extra Dry Gin.
The study of on premise trade in South Delhi and Gurgoan has been done covering the aspects such as availability of vodka, average sales, pouring brand used in cocktails, the price per peg charged in restaurants, hotels and clubs and the promotional activities that are carried in respect of vodka at these outlets . It has been found that Smirnoff vodka has the highest market share in domestic vodka. The pouring brand which is widely used in South Delhi is Romanov because of its easy availability and the cheap price whereas in Gurgoan it is Fuel vodka which is because of the tie up by the company with the outlets. The price per peg is generally same for all the vodka with a small difference of Rs.10 to Rs.15 among the various brands.
The consumer behavior has also been studied through the Questionnaire. The study reveals that vodka is drank by people of all the age...