09-01-2014, 12:46 PM
Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand AT UNITED BREWERIES LTD
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Executive summary
Possibly the most challenging concept in the marketing is to deal with understanding the consumer behaviour. This project report explains the changes occurred in consumer buying behaviour of India, beer industry, and impact of price on consumers. The purpose of this project is to find out the factors that are affecting the consumer buying behaviour and what strategies can be formed to adopt those changes and achieve the long term growth and success. It is based on the observation of buying behaviour of consumers using questionnaires.
The attitude of Indian consumers has undergone a major transformation over the last few years. The Indian consumer today wants to lead a life full of luxury and comfort. He wants to live in present and does not believe in savings for the future.Consumer buying behaviour is affected by a lot of variables, ranging from personal motivations, needs, attitudes and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influences of various kinds exerted by family, friends, colleagues and society as a whole.
The tastes and preferences of the current generation are changing rapidly. The current generation does not mind paying extra for better facilities and ambience. One thing is for sure that the pace of change in the needs, desires and wants of the Indian consumers will be even steeper and will further change drastically in the near future. So to achieve sustainable long term success and growth, the marketer will have to understand that how consumers will respond to different product features, price and advertising appeal has a great advantage over its competitors.
RESEARCH METHODOLOGY
The primary data was collected by using questionnaire method, projective techniques like sentence completion and observation method by visiting hotels such as park ,four points,yogi executive tunga, potpuri, rainforest, golden chariot, vaishali, indulge (lounge) The data were collected by talking with the food & beverage manager of different hotels, resto & bar like mahesh ,ashwith,golden punjab etc. Customer’s buying preferences was also observed and taken into consideration.
INTRODUCTION OF BEER
“Beer is an alcoholic beverage produce by the fermentation of malted barely. Although the preparation of fermented beverages has been practiced in India since early times, the art of brewing of Europeans”.
There were 26 beer breweries in across India when the government called the game over in the early 70’s by freezing the industries production capacity. Nobody was permitted to either expand existing units or build new ones. In swift reaction, the cash rich Banglore based u. b group began buying up all the breweries if it possible could bring its tally up to 10. Many of these were small, sick units going cheap. Given the government new anti-alcohol pasture. U.B was amongst the few willing act on the future of the beer business. Rather than cost U.B.’s actual consideration was that they were located in the north and east markets it wanted to gain access to (beer being perishable product and transportation being a costly proposition, sales are usually combined to a radius to few hundred KM around the brewery). Although the south and west accounted for an over whelning majority of sale. U.B. was confident other part would grow, some U.B.’s brewing capacity was on par with that of its arch rival, muhan meakin.
HISTORY OF BEER
Beer is an old as the science of agronomy. As soon as man learned to fit them in to his diet, bread and beer were two of the earliest utilization. Both baking and brewing followed similar processes up to a certain point during early civilization. Processes show that in Mesopotamia 6000 years ago, beer was made with barley malt and allowed to ferment. Beer also was used in ancient Egypt, Greece and Rome. Translation of uniform writings on a clay tablet found in ancient ninevch describe Noah’s alleged preparations for the food and indicate that beer was among the provisions that were loaded on the ark.
Respite its antiquity and general use, beer attained little commercial standing until about the 10th c. until then brewing was largely followed as a domestic function like many as baking and cooking. In the middle ages brewing like many other arts was concentrated in the hands of churchmen. Almost every monastery had its beerhouse and some of the monks were as famous for their beer as are traipses for their cheese and Benedictines for their liquors. Beer, in that period also was closely identified with many religious and social festivals. Such as church asses for raising church funds.
During the era exploration of American continent beer was deemed an essential in the provisioning of ships. Water stagnated quickly on a longtime. While beer remained comparatively whole some and palatable. Moreover its diet properties although unidentified in those days helped ward off many of the diet deficiency ills to which passengers and crews on long voyages were subject. The dwindling supply of beer on the may. Flower was a factor in the pilgrim’s decision to seek harbor ahead of schedule.
MANUFACTURING PROCESS OF BEER
Beer is manufactured usually form barley, hops, yeast and sugar. The barley corn consist largely of starch, which will not ferment and so it must first be converted into sugar, which ferments readily. This brought about by malting the barely. During the malting process the barely is soaked and then kept in a warm atmosphere so that it begins to germinate. As the barley germinate, it produces an enzyme called “diastase” which will convert the starch into malt sugar. Which in turn are then converted to alcohol by the yeast enzymes during the brewing. After malting the barely is milled and then washed together with hot water and sugar. The resulting liquidate , known as wrote is pumped into large copper vessels where it is boiled with hops and sugar. The hops act as a flavoring and as preservative. Next, the spent hops are separated from the boiled wort, which is cooled and put into the fermenting vessels. The yeast is now added, and fermentation begins.
Company profile
United Breweries Group
United Breweries Group or UB Group, based in Bangalore, is a conglomerate of different companies with a major focus on the brewery (beer) and alcoholic beverages industry.
The company markets beer under the Kingfisher brand and has also launched Kingfisher Airlines, an airline service in India, with international flights operating recently. United Breweries is India's largest producer of beer with a market share of around 48% by volume.
It is owned by Vijay Mallya who had been a member of the Indian Parliament.
United Breweries now has greater than a 40% share of the Indian brewing market with 79 distilleries and bottling units across the world. Recently UB financed a takeover of the spirits business of the rival Shaw-Wallace company giving it a majority share of India's spirits business. The group owns the Mendocino Brewing Company in the United States.