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BUSINESS RESEARCH METHODOLOGY PROJECT
BUSINESS RESEARCH METHODOLOGY PROJECTDetermination of market characteristics of the Alcoholic Beverage IndustryGroup Members: Rohan Chavan 406Swapna Desai 409Diptee Karatkar 433Amruta Manjrekar 444Neel Kumar 458
11Determination of market characteristicsMarket Characteristics:The distinguish feature, attribute, trait, quality or property which helps in analyzing the market is known as market characteristics. For Eg. Size of the market, Uniqueness of the market etc..
Determinants:Determinants are those various factors which directly impacts the various characteristics of market and market behavior.For Eg. No. of buyers and suppliers, Nature of the Product etc..
22Why Alcohol Beverage Industry ?India is the 3rd highest consumer of alcohol
One of the biggest source of revenue to the exchequer
Has been growing at a constant rate, due to changing social norms and acceptability of alcohol.
Attracting new consumers across age, gender and income groups
The most tabooed segment in India
33Determinants of characteristics Alcohol Beverage Industrys Age & GenderIncome FactorBrand PerceptionTaxationMarketing Sales Pricing of the ProductBrand Loyalty Competition DemandEntry BarrierSubstitution
The Sample Population Majorly India including other countriesSampling Method Simple Random SamplingMethod of data collection Structured Survey QuestionnairePrimary Data closed ended surveySecondary Data Research papers available on the Internet The questioner is created using Kwiksurvey.com, which was circulated through the communications mediums like emails, Facebook, Twitter, Whatsapp, among others.
55 Data AnalysisOn the basis of AgeOn the basis of Gender % of alcohol consumption60.01%30%2 %5.9 %On the basis of Income66Have you ever purchase brands after watching advertisement?
Given a choice what would you prefer?
77Most preferred alcoholic beverage88 997.5 %Increase in price of alcohol influence consumers choice of a brandDecrease in price of alcohol influence consumers choice of a brand1010Hypothesis
1111Hypothesis 1Hypothesis (H0): Irrespective of income group, incase of increase of disposable income of the consumer, the consumer would continue with consumption of same alcohol brand. Hypothesis (H1): Irrespective of income group, incase of increase of disposable income of consumer, they will not continue with same alcohol brand .
ObservedIncomeContinue with Same BrandMove to Imported BrandSwitch to Expensive BrandTOTAL0 to 2.51425212.51 to 530916555.1 to 7.511110227.51 to 1043411ABOVE 101211023Total Calculated (O)711645132ExpectedIncomeContinue with Same BrandMove to Imported BrandSwitch to Expensive BrandTOTAL0 to 2.511.302.557.16212.51 to 529.586.6718.75555.1 to 7.511.832.677.50227.51 to 105.921.333.7511ABOVE 1012.372.797.8423Total Expected (E)71.0016.0045.001321212Using Chi-Square Test
At D.O.F = 8 and Significance Level @0.05 the critical value is 15.507
Since Calculated Value of Chi Square is Lower than Critical value, i.e. 9.048 < 15.507, Hence (H0) Null hypothesis is Accepted, i.e. Irrespective of Income group, Most of the People Continue with Same Brand if Increase in Income
Cell(Oij-Eij) 2(Oij-Eij) 2/Eij(1,1)7.310.647567222(1,2)0.300.116883117(1,3)4.660.651154401(2,1)0.170.005868545(2,2)5.440.816666667(2,3)7.560.403333333(3,1)0.690.058685446(3,2)2.781.041666667(3,3)6.250.833333333(4,1)3.670.620892019(4,2)2.782.083333333(4,3)0.060.016666667(5,1)0.140.011138637(5,2)3.201.14657444(5,3)4.660.594532279Total9.048296105
1313Hypothesis 2Hypothesis (H0): Irrespective of income group, incase of increase of price of alcohol (due to various factors) most of consumer will continue with same brand of alcoholHypothesis (H1): Irrespective of Income group, incase of increase of price of alcohol (due to various factor) most consumer would not continue with same brand of alcohol
IncomeContinue with Same BrandSame Brand With Less ConsumptionSwitch to Cheaper BrandSwitch to Comparitively Expensive BrandTotal0 to 2.512900212.51 to 5302122555.1 to 7.510912227.51 to 10551011ABOVE 101452223Total Calculated (O)714966132IncomeContinue with Same BrandSame Brand With Less ConsumptionSwitch to Cheaper BrandSwitch to Comparitively Expensive BrandTotal0 to 2.511.307.800.950.95212.51 to 529.5820.422.502.50555.1 to 7.511.838.171.001.00227.51 to 105.924.080.500.5011ABOVE 1012.378.541.051.0523Total Expected (E)71.0049.006.006.001321414Using Chi-Square Test
At D.O.F = 12 and Significance Level @0.05 the critical value is 21.017Since Calculated Value of Chi Square is Lower than Critical value, i.e. 8.5021 < 21.017, Hence (H0) Null hypothesis is Accepted, i.e. Irrespective of Income group, Most of the People Continue with Same Brand if Increase in Price of AlcoholCell(Oij-Eij) 2(Oij-Eij) 2/Eij(1,1)0.500.043945(1,2)1.450.186125(1,3)0.910.954545(1,4)0.910.954545(2,1)0.170.005869(2,2)0.340.016667(2,3)0.250.1(2,4)0.250.1(3,1)3.360.284038(3,2)0.690.085034(3,3)0.000(3,4)1.001(4,1)0.840.142019(4,2)0.840.205782(4,3)0.250.5(4,4)0.250.5(5,1)2.652950.214445(5,2)12.516591.466007(5,3)0.9111570.871542(5,4)0.9111570.871542Total8.502104
1515ExpectedGenderSurrogate marketing increases salesSurrogate marketing doesnt increases the salesTOTALMale16.5567.4584Female9.4538.5548Total Expected (E)26.00106.00132ObservedGenderSurrogate marketing increases salesSurrogate marketing doesnt increases the salesTOTALMale147084Female123648Total Expected (E)26.00106.00132Hypothesis (H0): Irrespective of gender, due to surrogate marketing sales doesnt increasesHypothesis (H1): Irrespective of gender, due to surrogate marketing sales increases.
Hypothesis 316Cell(Oij-Eij) 2(Oij-Eij) 2/Eij(1,1)6.480.391608392(1,2)6.480.096054889(2,1)6.480.685314685(2,2)6.480.168096055Total1.34107402Using Chi-Square Test
At D.O.F = 1 and Significance Level @0.05 the critical value is 3.841Since Calculated Value of Chi Square is Lower than Critical value, i.e. 1.3411 < 3.841, Hence (H0) Null hypothesis is Accepted, i.e. Irrespective of gender, due to surrogate marketing sales doesnt increases.
17ConclusionThe data obtained by us through the survey buttresses objective of the research. That brand loyalty is a strong determinant, butBrand substitutability is the truth and hence availability is important. Increase or decrease in disposable income of consumer does impact the consumption. Increase or decrease in tax rates are determinants.1818Conclusion (contd.)Surrogate advertising impacts brand recall and sale to an extent, hence a determinant. Indian brand carry a baggage and hence imported brand preferred. Whiskey as product is preferred choice followed by Beer.Consuming alcohol is becoming a social norm.Law of the land is not implemented strictly.
Paper on India Consumer Alcoholic Beverages ANAND RATHI Research Methodology Methods & Techniques C. R. Kothari Liberalizing Liquor Trade in India Country profile on Alcohol in India by Shekar Saxena INDUSTRY101 ITS STRUCTURE & ORGANIZATION by the American Medical Association (2004) Report on Alcohol Marketing and Regulatory Policy Environment in India by Public Health Foundation of India (Nov, 2013) Taxation by International Centre for Alcohol Policies (2006) Report on Effects of Total Liquor Ban on Gujarats Economy by Prof. Tanu Sachdeva Prof. Jasneet Soni (CASIRJ 2014)