Consumers Preference for Brandy in Kathmandu Valley By Raj - - PowerPoint PPT Presentation
Consumers Preference for Brandy in Kathmandu Valley By Raj Maharjan Symbol No: 17220362 PU Registration Number: 2017-2-22-0288 November 24, 2019 Contents Background Objectives of the Study Literature Review Research Gap
By Raj Maharjan Symbol No: 17220362 PU Registration Number: 2017-2-22-0288 November 24, 2019
Presentation
Recommendation
Nepal
Thematic Review
Theoretical and Conceptual Review
Authors Method Countries Findings Recommendation Pettigrew & Charters (2009) Ethnographic approach Hong Kong Products symbolism important than taste considerations Reflect the culture and symbol on packing of product Bruwer & Huang (2012) Self- administered questionnaire South Australia People prefer for those restaurants having BOYB Facilitate with BOYB facility Barber et al. (2012) Survey and controlled experiment New Hamisper, USA Stated willingness to pay and the actual price paid was wide
Environmental tagline while launching new product Bernabeu et
Conjoint analysis Barcelona People prefer for wine having good price and quality product Promotion of product with good quality at reasonable price Mehta & Bhanja (2017) Indepth interviews Singapore Price, brand, taste, origin and type of wine are considered by young Indian consumers Apply marketing strategy by grouping people with similar preference
Purposive Sampling Quantitati ve Approach Awareness Index Binomial Logit Model Explanatory Research Design Primary Data based
The linear regression model is specified as: Uj = β′jXi +εj and Uk = β′kXi + εk…………………………………………………………..(1) If a consumer decides to use brandy (i.e. j), it follows that the perceived benefit from brandy ‘j’ is greater than the benefit from any other alcoholic beverages i.e. ‘k’ which is depicted as: Uij (β′jXi +εj) >Uik (β′kXi + εk), k ≠ j……………………………….........(2) The probability that a consumer will consume brandy j from the set of available alcoholic beverages could then be defined as follows; P(Y=1/X) = P (Uij > Uik/X) =P (β′JXi + εj− β′kXi− εk>0/X) =P (β′J−β′k) Xi + εj−εk>0/X) =P (β∗Xi+ε∗>0/X) =F (β∗Xi)………………………………………………..(3)
If Awareness Score Ranges Below 50% If Awareness Score Ranges 50%-75% If Awareness Score is Above 75% Inadequate Moderate Adequate
Variables Description Value Expected Sign Age Age of the respondent +/- Gender Sex of the respondent +/- Edu Education Status
Received Level of Education
Average monthly income of the respondent + Marital_status Marital status of respondent +/- Family_con Respondents brandy consumption with family +/- Culture_brandy Brandy consumption on any occasion + Heard Repondents knowing of brandy name + Prefer_brandy Respondents preferred place for brandy consumption + Pc_brandy Respondents brandy consumption preference after dinner + Taste Respondents first priority for the taste during brandy purchase +
Variables Description Value Expected Sign Brandy_benefits Respondents knowledge on health benefits of brandy +/- B_content Alcohol content in brandy +/- F_terms Brandy familiarity terms +/- Brandy preference Respondents preference for brandy + Design Design of bottle at first priority while selecting brandy +/- Dis Discount and offer at first priority while selecting brandy +/- Price Price at first priority while selecting brandy +/- Advertisement Brandy purchase on the basis of advertisement +/-
Research sub objective Research Questions Analytical Method
To identify consumers preference for brandy What is the consumer preference for brandy among people? Descriptive (frequencies, mean, percentages, graphs, charts) To understand peoples knowledge
What is the position
awareness level
brandy among the alcohol consumers? Awareness level index To identify the determining factors considered by people while selecting brandy among alcoholic beverage. What are the factors considered by people while purchasing brandy? Binary Logit Model To suggest managerial implication for promoting brandy on the basis
awareness level
brandy knowledge identified What are the strategies that are being applied in beverage industry for promoting the product? Descriptive (frequencies, mean, percentages, graphs, charts)
Alcohol consumers Non alcohol consumers Total
133 22 155 72 42 144 Total 205 64 269
5% 1% 45% 31% 18%
Agriculture Industry Service Business Others
Sex Very frequently Frequently Neutral Less frequently Very less frequently Total Male 9 34 40 33 25 141 Female 5 7 16 16 30 74 Total 14 41 56 49 55 215
Alcohol Consumption Frequency
Most Preferred Alcoholic Beverage Sex Wine Brandy Whisky Rum Gin Vodka Scotch Others Total Male 27 24 61 16 6 27 10 4 171 Female 43 17 15 3 1 10 2 3 91 Total 70 41 76 19 7 37 12 7 262 50 100 150 Male Female
Brandy Preference
Alcohol Consumption Brandy Preference Brandy Consumption Brandy Purchased in Past six month
Factors
1 2 3 4 5 6 7
Easy availability
42 48 50 45 45 3 4
Price
80 98 36 24 9 6 4
Discount/offer
9 39 62 56 41 3 6
Taste
98 42 55 37 20 3
Advertisement
6 8 16 37 39 15 10
Brand name
28 18 39 59 58 14 1
Brandy Consumption Awareness Level Intrinsic Factors Awareness Level Extrinsic Factors Awareness Level Overall Awareness Level Less Aware 107 57 268 199 Moderate Aware 156 188 68 High Aware 6 24 1 2 Total 269 269 269 269