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bivariate solution analysis...

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Awareness Chandigarh Punjab Haryana Uttar Pradesh

Carlsber g 16 8 19 17 60

Kingfisher

Bira

Tuborg

Budweiser

Heineken

Ginsberg

25 21 21 21 88

12 2 11 15 40

11 6 14 14 45

21 11 22 16 70

14 8 11 10 43

6 8 11 4 29

Aided Recall - Awareness 30 25 20 15 10 5 0

Carlsberg

Kingfisher

Bira

Chandigarh

Tuborg

Punjab

Budweiser

Haryana

Heineken

Ginsberg

Uttar Pradesh

Kingfisher tops the chart on all cities, being the most recalled brand with Budweiser coming in at 2 nd place. Carlsberg at the 3rd place followed by Tuborg and Bira. Ginsberg grabbed the last place on every city except Punjab (Bira). In Chandigarh, Kingfisher and Budweiser are the most recalled brands, with Carlsberg and Heineken coming at 3rd and 4th place and Ginsberg being at the last, with a similar pattern being seen in Haryana and Uttar Pradesh. In Punjab, however Ginsberg, Heineken and Carlsberg have an equal amount of recalls with Tuborg coming at 5th place and Bira being the last.

Preference Chandigarh Punjab Haryana

Carlsber g 8 5 14

Kingfishe r 22 14 19

Bira

Tuborg

Budweiser

Heineken

Ginsberg

12 4 16

5 3 16

14 14 17

12 12 9 7 40

10 5 7 2 24

Prefered Strong Beer Brand 25 20 15 10 5 0

Carlsberg

Kingfisher Chandigarh

Bira Punjab

Tuborg Haryana

Budweiser

Heineken

Uttar Pradesh

Ginsberg

Similar to the results of Awareness, Kingfisher and Budweiser are the most preferred brand in all states. With Bira and Tubord coming at 3rd and 4th position followed by Carlsberg and Ginsberg. In Chandigarh, apart from Kingfisher and Budweiser, Heineken comes at 3 rd position followed by Ginsberg, with Carlsberg and Tuborg getting last places. In Punjab, a similar pattern is followed with Ginsberg grabbing the 3th position and Bira and Tuborg getting last places. In Haryana, however, Bira and Tuborg grabbed 3rd and 4th position with Ginsberg getting the last place with a similar pattern in Uttar Pradesh.

Preference - Alcohol Percentage Chandigarh Punjab Haryana Uttar Pradesh

0-5% 15 11 4 4 34

5-7.5% 27 10 15 20 72

7.5 and above 13 8 15 10 46

Alcohol Percentage - Preference 30 25 20 15 10 5 0 Chandigarh

Punjab 0-5%

Haryana

5-7.5%

Uttar Pradesh

7.5 and above

In Chandigarh, 5-7.5% alcohol percentage is the most preferred option by a large margin. In Punjab however, the audience is almost undifferentiated between the three options. In contrast, in Haryana and Uttar Pradesh, 0-5% alcohol percentage is highly not preferred with 5-7.5% being the most preferred.

Packaging Option - Preference 45 40 35 30 25 20 15 10 5 0 Chandigarh

Punjab

Haryana Bottle

Can

Uttar Pradesh

In Chandigarh the bottle packaging has a much higher margin that the can packaging with a similar pattern being followed in Punjab and Uttar Pradesh. In Haryana however, there is similar preference for both variants.

Usage - Frequency Of Shopping

Daily

Weekly

Monthly

Chandigarh Punjab Haryana Uttar Pradesh

2 1 7 4

11 5 11 13

11 4 2 8

Only On Occasion 31 19 14 9

Usage 35 30 25 20 15 10 5 0

Chandigarh

Punjab Daily

Weekly

Haryana Monthly

Uttar Pradesh

Only On Occasion

The consumption of Strong Beer in Chandigarh is highly concentrated towards “only on occasions” with only 11 people being weekly or monthly consumers. We observe a similar pattern in Punjab. Although, in Haryana and Uttar Pradesh, the amount of Daily and Monthly Drinkers are relatively much higher than Chandigarh and Punjab, with the weekly drinkers being the highest selected option in Uttar Pradesh.

Usage - Consumption Per Sitting

1 can

2-4 cans

Consumption Per Sitting - Usage 30 25 20 15 10 5 0

Chandigarh

Punjab 1 can

2-4 cans

Haryana more than 5 cans

Uttar Pradesh

more than 5 cans 6 1 6 3

In Chandigarh, the population prefers having 2-4 cans of strong beer in one sitting, with less than 10% of the sample consuming more than 5 cans. We notice a similar pattern in the consumption of Uttar Pradesh & Punjab with a lesser amount of people consuming more than 5 cans. In Haryana however, a staggering 70% people consume atleast 2-4 cans of strong beer in one sitting.

Satisfaction - With Using Brand Chandigarh Punjab Haryana Uttar Pradesh

Satisfaction Level 4.111111111 3.931034483 4 3.941176471

Satisfaction Level 4.15 4.1 4.05 4 3.95 3.9 3.85 3.8

Chandigarh

Punjab

Haryana

Uttar Pradesh

In terms of satisfaction level, the sample from Chandigarh are the most satisfied from their preferred brand in comparison to other states. The satisfaction level of all states lying in the “SATISFIED” category. Punjab has relatively the lowest satisfaction score.

Satisfaction Imp. Factors Chandigarh Punjab Haryana Uttar Pradesh

Taste 50 24 27 26

Smoothness 38 20 23 21

Alcohol Percentage 25 12 16 22

Price 21 9 14 21

3 Most Important Factors 60 50 40 30 20 10 0 s Ta

te Sm

s ne th o o

s

A

lP ho o lc

Chandigarh

nt ce er

ag

e

Punjab

ice Pr Br

Haryana

d an

Im

ag

e

Uttar Pradesh

ag ck Pa

in

g

Brand Image 16 12 7 8

Packaging 18 11 10 3

IN all cities, the highest preference was given to taste. Smoothness grabbed 2 nd position in all cities except Uttar Pradesh where Alcohol Percentage was the 2nd factor. In Punjab, price was the least important factor in strong beers. In Uttar Pradesh, price was the 3 rd most important factor after taste and smoothness, making it the most price sensitive audience.

Factors Influencing Purchase Decisions

Alcohol Percentage

Smoothness

Taste

Brand Image

Price

Digital Presence

Recommenda tion

Chandigarh

3.581818 182 3.793103 448 3.764705 882 4.058823 529

4.181818 182 4.068965 517 4

4.490909 091 4.310344 828 4.235294 118 4.205882 353

3.672727 273 3.827586 207 3.058823 529 3.117647 059

3.8

2.945454 545 2.862068 966 2.705882 353 2.705882 353

3.963636 364 4.137931 034 4.058823 529 4.176470 588

Punjab Haryana Uttar Pradesh

4.088235 294

3.586206 897 3.5 4.117647 059

Factors Influencing Purchase Decisions 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

A

l ho lco

Pe

en rc

ta

ge Sm

es hn t oo

s

s Ta

te Br

Chandigarh

d an

Punjab

Im

ag

e

ice Pr g Di

Haryana

ita

lP

Uttar Pradesh

se re

e nc m co Re

m

da en

n t io

Taste is the most influential factor for decision making for all states. 2 nd most influential factors is word of mouth or recommendations from friends for 3 states ( Punjab, Haryana and Uttar Pradesh) wherein Chandigarh’s 2nd factor is Smoothness. 3rd most influential factors of Chandigarh & Uttar Pradesh is the price, for Punjab it is the brand image, for Haryana is the alcohol percentage. Digital Presence is the least influential factor for purchase in all states.

Analysis 2: Based on income level: Awareness

Carlsberg

Less than 10000 10000-35000 More than 35000

14 11 29

Kingfi sher 29 18 27

Bira

Tubor Budwei g ser 14 19 8 14 18 25

11 6 18

Heineken

Ginsberg

15 11 9

8 8 8

Awareness 35 30 25 20 15 10 5 0

Carlsberg

Kingfisher

Bira

Less than 10000

Tuborg

Budweiser

10000-35000

Heineken

Ginsberg

More than 35000

21% of people with more than 35000 people are aware about Carlsberg, with 20% known about Kingfisher followed by budweiser. Preference

Carlsberg

Less than 10000 10000-35000 More than 35000

9 8 13

Kingfi sher 21 13 24

Bira

Tubor Budwei g ser 10 18 6 10 7 18

13 8 14

Heineken

Ginsberg

15 7 8

6 7 4

Preferred Strong Beer 30 25 20 15 10 5 0

Carlsberg

Kingfisher

Bira

Less than 10000

Tuborg 10000-35000

Budweiser

Heineken

More than 35000

Ginsberg

In terms of preference, people with more than 35000 income prefer Kingfisher the most, with Budweiser and Bira at 2nd and 3rd place. Similar patterns are noticed for the other 2 income groups. Preference - Alcohol Percentage Less than 10000 10000-35000 More than 35000

0-5 16 6 8

5-7.5 17 12 30

more than 7.5% 13 8 14

Preferred Alcohol Percentage 35 30 25 20 15 10 5 0 Less than 10000

10000-35000 0-5

5-7.5

More than 35000

more than 7.5%

We notice that 0-5% alcohol percentage is most preferred by people with income of less than 10000. Relatively more people with more than 35000 income prefer 5-7% alcohol. Preference - Packaging Option Less than 10000 10000-35000 More than 35000

Bottle 32 16 30

Can 13 10 21

Preferred Packaging 35 30 25 20 15 10 5 0

Less than 10000

10000-35000 Bottle

Can

More than 35000

Usage - Frequency Of Shopping Less than 10000 10000-35000 More than 35000

Daily

Weekly

Monthly

3 5 5

8 10 16

8 2 8

Only On Occasion 27 9 23

Usage Only On Occasion

Monthly

Weekly

Daily 0

5

10

Less than 10000

15 10000-35000

20

25

30

More than 35000

People with the income between 10000-35000 consume strong beer on a occasional or weekly basis most. People with more than 35000 consume strong beer occasionally.

Consumption Less than 10000 10000-35000 More than 35000

1 can 21 6 16

2-4 cans 19 18 31

Usage 35 30 25 20 15 10 5 0

Less than 10000

10000-35000 1 can

2-4 cans

more than 5 can

More than 35000

more than 5 can 6 2 5

59% People with “more than 35000 income level” consume 2-4 cans of alcohol. 30% of 35000+ income people consume 1 can of beer in 1 sitting. 69% people with income levels between 1000035000 consume 2-4 cans of alcohol. 45% people with less than 10000 income p.m. consume only 1 can of beer in 1 sitting. Whereas 41% of people with less than 10000 income p.m. consume 2-4 cans per sitting.

Satisfaction Imp. Factors

Taste

Smoot hness

Less than 10000 10000-35000 More than 35000

38 20 20

34 15 16

Alcohol Percentag e 23 13 13

Price

Brand Image

Packaging

18 10 16

11 11 6

11 7 6

Important Factors 40 35 30 25 20 15 10 5 0 s Ta

te Sm

ne th o o

ss

A

l ho lco

P

nt ce er

ag

Less than 10000

Factors Influencing Purchase Decisions Less than 10000

ice Pr

e

10000-35000

More than 35000

Alcohol Percentage

Smoot hness

Taste

Brand Image

Price

Digital Presence

Recomm endation

3.6086956 52

4.130 43478 3

4.456521 739

3.521 73913

3.69565 2174

2.978260 87

4.021739 13

1538

4.192307 692

Factors Influencing Purchase 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

A

lP ho o lc

e

t en rc

ag

e Sm

ne th o o

ss

s Ta

Less than 10000

te Br

d an

Im

ag

e

10000-35000

More than 35000...