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USN: 1DS12MBA17
INTERNAL GUIDE:
Dr.LAKSHMI JAGANNATHAN
Professor, Department of
management studies
Dayananda Sagar College of
Engineering
EXTERNAL GUIDE:
Mr.R.K.KULKARNI
Branch Manager Hampi
Heritage Bijapur
Viticulture in India has a long history dating back to the time of the Indus
Valley civilization when grapevines were believed to have been introduced
from Persia.
In the 1980s and 1990s, a revival in the Indian wine industry took place as
international influences and the growing middle class increased started
increasing demand for the beverage.
By the turn of the 21st century, demand was increasing at a rate of 20-30% a
year. Per capita consumption of wine in India is 9 milliliters
Indian Grape Scenario
Area under cultivation - 60,200 ha (0.78% of the world)
Annual production
-1,600,000t (1.83% of the world)
Productivity
-20 t / ha
Per capita availability
-1.2 kg / person
Annual turnover
-Rs.1200 crore
Export of table grapes
- Rs.106 crore
Vision
To be one of the most trusted and leading
wine manufacturer in our country.
Mission
To be the most admired leader in the wine
industry by creating unique high quality
brands for consumers, driven by highly
motivated employees and supported by bestin-class processes and continued
Product Profile
STRENGHTS
WEAKNESSES
OPPORTUNITIES
THREATS
disposal income
RESEARCH TYPE:
Descriptive research
SAMPLING PLAN:
Sample size-125
SAMPLING METHOD:
STRUCTURE:
Wine consumers.
The following various statistical tools using SPSS software were used to analyze the
data.
ANOVA
T-TEST
LINEAR REGRESSION
Nowak Ulrich , Towards offering wine to the consumer in optimal condition the
wine, the closures and other packaging variables, July 2005
Demetris Vrontis , Brand and product building: the case of the Cyprus wine
industry , August 2005
Linda Nowak, Liz Thach and Janeen E. Olsen , Wowing the millennial: creating
brand equity in the wine industry , January 2012
Ulrich R. Orth Marianne McGarry Wolf Tim H. Dodd , Dimensions of wine region
equity and their impact on consumer preferences, May 2007
Chiara Seghieri, Leonardo Casini and Francesco Torrisi , The wine consumers
behaviour in selected stores of Italian major retailing chains, September 2009
Stephen Charters, Simone Pettigrew , "I Like It, But How Do I Know if It's Any
Good?": Quality and Preference in Wine Consumption , May 2003
It was found that majority number of respondents who consumed wine are
of age 18-24 i.e. (36%)
It was found that majority of the respondents who consumed wines were
employed i.e. (32.8%).
It was found that majority of the respondents consumed wine few times a
week i.e. (32%).
It was found that the respondents preferred Rico Wine to other brand i.e.
30.4%
It was found that the out of 125 respondents, 109 customers i.e. 87.2%
were satisfied with the wine they consume.
It was found that Occupation has major impact on the type of wine with
packaging consumed by the respondents.
It was found that economically conscious lifestyle has major impact on the
brand of wine consumed by the respondents.
It was found that Active-living consumer lifestyle has major impact on the
taste of wine consumed by the respondents.
It was found that independent consumer lifestyle has major impact on the
bottling of wine consumed by the respondents.
It was found that socially consumer lifestyle has major impact on the
aroma/smell of wine consumed by the respondents.
It was found that aroma of wine, packaging of wine and brand of wine has
major impact on the bottling of wine consumed by the respondents.
Identify tourist spots and make Heritage wine products available in the
vicinity to increase sales.
Company should understand their target market and the type of lifestyle
customers live, so that the quality attributes of wine are well-matched with
the requirements of customers.
There are many players in wine industry in Bijapur market. This has
affected the sales of Hampi Heritage wine products. The study on An
Empirical study on influence of consumer lifestyles on various quality
attributes of wine is an attempt to find out the type of customer lifestyles
in Bijapur city and its impact on the preference of attributes in wine.
Hampi heritage should understand its customer segment with respect to
lifestyle, as it was found that different types of lifestyles of customers
preferred different quality attribute in a wine. Further it was found that
Ricco wine is the preferred wine in the market, so Hampi wines must reinvent their marketing and distribution strategies.
If Heritage brand of products adopts effective marketing strategies like
introducing attractive promotional schemes during festivals and vacations,
offer wine in different quantities such as 90 ml, 180ml and 360 ml packs,
introduce entertainment programs in the banner of Hampi Heritage Wine
products to build the brand image, increase the variety of wines etc., to
improve sales