Discussion Guide

Hi!! My name is Aishwarya/ Pooja/Arun/Pritha/Aman/Sreelekshmi/Shashank and I am an MBA

student at IIM Rohtak. Today I have come here to talk to you, to know more about you and to
understand your consumption experiences. Please feel free to say what you think or feel.
Remember, there are no right or wrong answers, so express your opinions without getting
conscious. I assure you that all your views and opinions will be kept completely confidential and
will be used only for academic purposes. Anonymity will be maintained and no names or personal
information will be revealed in any form. The information would be destroyed immediately as soon
as the analysis is completed.

Research Objective Discussion Points

Introduction: Getting to know By way of an Introduction, I would like to ask you if you could
the consumer tell me a bit about yourself:

● First Name
● What do you do (work)?
● In your spare time what kind of things do you like to do?
● How do you see yourself after five years?
● Are you staying with your parents over here?

Profiling the consumer ● What do you usually do for leisure?

● Do you party?
● Do you drink?
● Do you drink alone?
● Are you open to new things?
● Do you prefer to go out and drink or are you more
comfortable drinking in the house?
● How often do you go drinking?

If the person doesn’t consume alcohol, then we can apply the

Third Person Technique
 ● Do any of your friends consume alcohol?
● Do you accompany them?
● How often do they drink?
● Is there any particular type of drink that they prefer?

Checking the awareness of ● Where do you often go drinking?

breweries among the ● Do you associate drinks with luxury?
consumers and analyzing the ● Do you have any particular brand that you stick to or
level of interests that can be you’re fond of?
invoked among the ● Would you like to taste any traditional drink?
consumers ● Are you aware of the concept of breweries?
● Have you ever visited any brewery?
● Would you like to try out one?
● What is your level of interest in craft beer on a scale
from 1 to 10

Criteria on which consumers
judge other drinking places
(bars/restaurants/pubs)
● Is there any favorite place that you go drinking?
● Why did you choose that particular place to drink?
● What are the feelings associated with that place?
● What are the facilities that you feel are lacking in that
place, if any?
● Does your choice of drink depend on who you are
drinking with?

Moderator should hand over the list of factors to people in order

to know about the choices in a better way. (Appendix 2)

Getting to know about the Having explained the concept of the brewery to the people
expectations of the who are not cognizant about the concept, the questions that
consumers from an ideal can further be followed are:
brewery
● What all facilities should be there in a brewery?
● What atmosphere/ambience do you expect in a
brewery?
● As per your view how a brewery should feel like?
● What matters more, the ambience or the variety of
drinks?
● What are expectations from the taste of drinks different
from what you get in pubs/restaurants?
● Does the behavior of staff matters in a brewery?
 ● Do you think that this concept of the brewery is
anywhere pertaining to “Luxury”?
● Is price a factor for you to choose a place for drinking?
● With whom you would like to hang out the most in a
brewery?
● Where do you think a brewery should be located in
Rohtak?

Image Association ● When would you like to visit the brewery?

● Does the frequency and time of visit depend on your
mood?
● What sorts of mood would you associate with while
going to brewery?
Appendix 1

Factors/ Consumers C1 C2 C3

Variety of
beverages

Seating
Arrangement

Location

Behaviour of Staff

Taste of the
beverage

Ambience

Service time

Music

Price of the
Beverage

Appendix 2

Consu Variet Ambie Servic Music Taste Behav Locati Seatin Price of
mers/ y of nce e Time of the iour of on g the
Factor the Bever the Arran Beverage
s Bever age Staff gemen
age t

C1

C2

C3