Research objective

1. To analyze the factors influencing the purchase of liquor brands.

2. To study that if there is an significant relationship between monthly income and frequency of drinking
and age group and kind of liquor

3. To analyse the attribute based position of liquor brand in the mind of consumers.

Research methodology

Research type –descriptive research

Secondary data Sources

The information has been gathered from authentic and reliable sources like Government agencies, Trade
associations, Trade journals, Industry portals Newspapers, Company websites.

Primary data source

Primary data was collected by one to one interaction with the customers in Golf Club, SR Bar and Awadh
Gymkhana Club At Lucknow.

Sampling Method

Convenience sampling.

Sample Size

The sample size of 100 respondents have been taken for the study

Data Analysis Method

The methods of Historical Trend Analysis, and industry Analysis, SPSS factor analysis, ANOVA, Discriminant
analysis and Microsoft Excel analysis have been used.
Data analysis and interpretation
ANOVA

frequency of drinking

Sum of
Squares df Mean Square F Sig.

Between Groups 153.295 4 38.324 40.877 .000

Within Groups 89.065 95 .938

Total 242.360 99

Interpretation and findings

Statement-to find out if there is any significant relationship between monthly income and frequency of
drinking.

Monthly income- monthly income coded as 1 for less than 10000, 2 for 10000-20000, 3 for 20000 -30000, 4
for 30000-40000 and 5 for more than 40000.

Frequency of drinking- frequency of drinking was coded as 1 for daily, 2 twice a week, 3 for once a week, 4
for twice a month and 5 for once a month.

Null hypothesis-there is no significant relationship between monthly income and frequency of drinking.

Alternate hypothesis-there is a significant relationship between monthly income and frequency of drinking.

Findings- the value of F arrived at through the F-test is 40.877 and its significance is 0.000whch s less than .05
( because I have taken 95% confidence level)

Inference- As 0.000<.05, the null hypothesis cannot be accepted and I infer that there is an significant
relationship between monthly income and frequency of drinking.
ANOVA

kind of
liquor
Sum of
Squares Df Mean Square F Sig.

Between Groups 80.710 3 26.903 39.900 .000

Within Groups 64.730 96 .674

Total 145.440 99

Interpretation and findings

Statement-to find out if there is any significant relationship between age group and kind of liquor

Age group. Age group coded as 1 for less than 25 years, 2 25-35years, 3 for 35-45 and 4 for 45 and above.

Kind of liquor- Kind of liquor coded as 1 for regular whisky, 2 for premium whisky, 3 for scotch whisky, 4 for
vodka and 5 for beer

Null hypothesis-there is no significant relationship between age group and kind of liquor

Alternate hypothesis-there is a significant relationship between age group and kind of liquor.

Findings- the value of F arrived at through the F-test is 39.900 and its significance is 0.000whch s less than .05
( because I have taken 95% confidence level)

Inference- As 0.000<.05, the null hypothesis cannot be accepted and i infer that there is an significant
relationship between age group and kind of liquor

Factor analysis
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.623
Adequacy.

Bartlett's Test of Approx. Chi-Square 247.288

Sphericity
df 91

Sig. .000

Kaiser-Meyer-Olkin Measure of Sampling Adequacy is .623 that is more than .5 that reveals that sampling was
adequate.
The Scree plot refers the stage 1 of the factor analysis that to decide how many factors to be extracted from the
data. As per thumb rule all factors with Eigen value of one or more should be extracted. From the above Scree
plot it is evident that 6 factor are having Eigen value 1 or more than 1 that has been extracted.

Total Variance Explained

Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Comp % of Cumulative % of Cumulative

onent Total Variance % Total Variance %

1 2.943 21.024 21.024 2.187 15.621 15.621

2 1.596 11.401 32.425 1.859 13.281 28.903

3 1.462 10.439 42.865 1.586 11.328 40.231

4 1.284 9.168 52.033 1.406 10.043 50.274

5 1.076 7.688 59.721 1.196 8.540 58.813

6 1.015 7.247 66.968 1.142 8.155 66.968

Extraction Method: Principal Component

Analysis.

Rotated Component Matrixa

Component
 1 2 3 4 5 6

1.packaging as a factor
.083 .182 -.310 .070 -.710 .134
of influence

2.price as a factor of
-.315 .444 -.494 -.113 .219 -.040
influence

3.availability as a factor
.847 .096 -.104 -.001 .208 -.011
of influence

4.taste as a factor of
.854 -.186 -.024 .606 .205 -.049
influence

5.alcohol content as a
-.216 -.203 .253 -.059 .013 .677
factor of influence

6.brand image as a
-.093 .037 .794 -.019 .023 .037
factor of influence

7.manufacturing place
.134 -.458 -.534 -.050 .023 .236
as a factor of influence

8.brand ambassodor as
.082 .341 .715 .324 .016 .235
a factor of influence

9.promotonal schemes
.081 .370 .199 -.636 .243 .240
as a factor of influence

10.manufacturer
-.153 .082 .091 . 846 -.231 .081
reputation

11.waiter's advise -.442 .051 .390 .009 .497 .025

12.friend's suggestion -.037 -.767 -.002 .091 .111 .005

13.hang over .315 -.261 .025 .277 -.120 -.744

14.timing of drinking
-.502 .644 .091 .115 .042 .068
and purchase

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser

Normalization.

a. Rotation converged in 10 iterations.

Interpretation and findings

Looking at Rotated Component Matrix that availability and taste have loading of .847 and .744 this suggest that
factor one is the combination of availability and hangover and that can be interpreted as taste convenience.

Now factor 2 friends suggestion and timing of drinking have loading of .767 and .644 this suggest that factor
two is the combination of a friends suggestion and timing of drinking and that can be interpreted as party time.

For factor 3 brand image and brand ambassador have loading of .794 and .715 this suggest that factor three is
the combination of brand image and brand ambassador and that can be interpreted as branding elements.

For factor 4 manufacturer’s reputation is having loading of .846 this suggest that factor four is manufacturer’s
reputation and that can be interpreted as reputation of manufacturer.

For factor 5 packaging is having loading of .701 this suggest that factor five is packaging and that can be
interpreted as product look.

For factor 6 alcohol content and hangover have loading of .774 and .677 this suggest that factor six is the
combination of alcohol content and hangover and that can be interpreted as consumption effect .

This is evident from above interpretation that out of 14 factors considered initially, 6 are the above mentioned
main factors that influence the purchase of liquor product. And from the Total Variance table it constitutes
66.9% of cumulative variance.

Discriminant Analysis
Tests of Equality of Group Means

Wilks' Lambda F df1 df2 Sig.

taste of the product .780 41.914 2 297 .000

brand image of the

.376 246.173 2 297 .000
products

promotional schemes .281 379.517 2 297 .000

availability of the brand .425 201.216 2 297 .000

Standardized Canonical Discriminant Function

Coefficients

Function

1 2

taste of the product .190 -.247

brand imageof the

.453 -.650
products

promotonal schemes .774 .067

avalablity of the brand .293 .900

Functions at Group Centroids

Function

brand names 1 2

white and Mickey -2.937 -.210

teachers 50 1.815 -1.231

Black dog 1.122 1.441

Unstandardized canonical discriminant

functions evaluated at group means

X Y

0.24557 0.07191
taste of the product 8 7
0.44554 0.43342
brand image of the products 2 9
0.63938 0.47012
promotional schemes 6 9
0.43864
-0.89674
availability of the brand 5
0.24001
-0.81292
black dog 6
teachers 50 0.00035 -0.48034
0.81256 0.24032
White and Mickey 7 6
 PRECEPTUAL
MAP

1.5

0.5

0
-4 -3 -2 -1 0 1 2 3

-0.5

-1

-1.5

Interpretation and findings

The perceptual map has been prepared for the three brands namely Black Dog, Teachers 50 and White and
Mickey .the attributes that has been selected were brand image, taste, availability and promotional schemes.
Standardized Canonical Discriminant Function Coefficients and Functions at Group Centroids were taken on
two co ordinates. Function 1 was taken on x axis and 2 was taken on y axis the above graph represents the
vectors for each attributes brand image, taste, availability and promotional schemes. These vectors represent the
effect of discriminating on each dimension. Longer arrow pointing more closely towards given group centroid
that is the brand name represents the variables are most strongly associated with that particular group (brand).
As from the graph Black Dog, Teachers 50 and White and Mickey have their unique position on the map. On
the same map value of attributes have been plotted. From the above graph it is clear that Black Dog seems to be
stronger in promotional schemes and availability, Teacher’s 50 seems to be strong in brand image and taste
while White and Mickey seems to be weak in all the attributes.

Suggestions
1. Company should consider age group and monthly income of the customer before launching a new
product or to reposition existing products in the market.
2. White and Mickey should be given special consideration.

Questionnaire
Hello Sir,
I am Shailesh Tiwari , doing a research on perceptual mapping of different liquor brands. Would
you like to answer some question? It will hardly take 10 minutes .
Great , now my questionnaire starts with…..
1. Your name?

………………………………………………………………………………………………………………
..
2. Age group

Below 25 years
25 to 30 years
35 t0 40 years
40 to 45 year
Above 45 years

3. Educational qualification
School level
Undergraduate
Postgraduate
Professional

4. Your monthly income

Less than 10000,

10000 to 20000,
20000 to 30000,
30000 to 40000,
More than 40000

5. Your occupation

Private sector employee

Public sector employee
Self-employed
Student

6. How often do you drink?

Daily,
Twice in a weak,
Once in a weak,
Twice in a month,
Once in a month

7. Which kind of liquor do you often take?

Regular whisky Premium whisky Scotch whisky Vodka Beer

8. From where do you get know about liquor brands?

From wine shops From friends and relatives From banners and posters

9. Please rate the influence of following factors on your purchase of liquor brands.

(Most important 1 to least important 5 )

Packaging
Price
Availability
Taste
Alcohol content
Manufacturing place
Manufacturing process
Brand ambassador
Brand image
Promotional schemes
Manufacturer’s reputation
Friends suggestion
Time of purchase and consumption
Hangover

11. Please rate the brand i.e Black Dog, Teachers 50 and White and Mickey on availability, Taste,
Brand image and Promotional schemes (1 for very good, 2 good, 3 neutral, 4 bad, 5 very bad)

Availability brand image taste promotional scheme

Black Dog

White and Mickey

Teacher’s 50
Thank you very much for your co-operation. Have a wonderful evening.